"It works. It is a functioning technical proof-of-concept that accurately represents what the buyer wants to buy and what the seller has to sell,"
"We are a ways away from having this fully productionalized where multiple agencies are using this day in and day out to replace current workflows,"
"There's still a lot sold via direct IO,"
NBCUniversal partnered with RPA, Newton Research and FreeWheel to test AI agents buying ad inventory against a live NFL playoff game. The test operated as a technical proof-of-concept that matched buyer requests with seller inventory, handling tasks such as gathering availability, pricing and impression forecasts and packaging ad sales proposals. Agent-to-agent interactions replicated aspects of human-to-human and programmatic dashboard workflows, with humans remaining present at each end of the process. NBCUniversal stated that full productionalization and broad agency adoption remain some way off, and that traditional direct IO sales still account for a large portion of inventory.
Read at Digiday
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