Comcast-owned streaming ad platform FreeWheel has brought to life an AI agent infrastructure, powered by its Model Context Protocol (MCP) server and intelligence tools, that embed artificial intelligence in “premium” video transactions. This, says FreeWheel, allows buyers and sellers to automate workflows, optimize performance in real time, and operate with greater speed and confidence.
Global independent platform company PMG is among the first partners, integrating the AI agent into Alli, its marketing operating system.
“FreeWheel’s mission is to modernize how premium video is transacted, and that means embedding AI directly into the systems our clients rely on every day,” said FreeWheel General Manager Mark McKee. “With our MCP Server and Intelligence tools, we are creating a new foundation where AI can help buyers and sellers operate more efficiently, make smarter decisions, and unlock greater value from premium inventory. Partners like PMG are helping lead this transformation by putting these capabilities into action.”
Mike Treon, Head of CTV & Video Strategy at PMG, added, “Often AI in our industry today is just a wrapper around generic models. What we have built with FreeWheel is true technical interoperability. By connecting Alli to FreeWheel in real-time, we have given our customers an agentic AI solution that goes beyond reporting and actually understands the streaming ecosystem. We are moving past manual setup to an era where teams use our industry-leading marketing operating system to optimize complex global deals instantly.”
— With reporting by RBR+TVBR in Dobbs Ferry, N.Y.
