Global media agency Carat, Comcast streaming advertising unit FreeWheel, Comcast’s NBCUniversal unit, and marketer-focused Newton Research have united to bring to market a programmatic agentic media product they believe is “built to optimize upfront investment” — allowing clients to balance brand analytics and automated reporting across NBCUniversal platforms.
“Built in partnership with Newton, the solution provides bespoke, custom-built agents for clients,” the companies said in a joint press release issued on Tuesday.
It will debut with a Carat client in the Luxury Retail space as the first advertiser to deploy an agent built specifically for its needs as part of an upfront investment, and is interoperable with a major media network.
The capability brings together AI-powered intelligence and audience insights from dentsu, audiences and NBCUniversal’s ID graph, unified through the FreeWheel Identity Network, and combines them with performance signals and market context to “efficiently optimize
media activation, helping advertisers maximize the value of upfront investments across all inventory by balancing performance without sacrificing high attention, premium brand opportunities.”
Additionally, the four entities believe, “By surfacing actionable recommendations informed by campaign performance, search lift, trends and competitive signals, the custom buying agent enables faster, smarter decision-making while keeping human expertise at the center of strategy and activation.”
For Carat, the launch “underscores its commitment to delivering AI-powered growth through solutions that are client-first, innovative and built for today’s dynamic marketplace.”
