FreeWheel, which is a Comcast-owned adtech platform catering to the streaming ecosystem, has unveiled a new AI agent infrastructure that aims to revolutionize the buying and selling of premium video advertising. This breakthrough centers on FreeWheels Model Context Protocol (MCP) server along with a set of intelligence tools that integrate AI right into advertising transactions. This integration facilitates automated negotiation, optimization, and execution throughout the streaming ad supply chain. The new infrastructure makes it possible for AI agents to have direct access to FreeWheels platform. This facilitates the agents to keep a real-time log of campaign performance, review the quality of inventory and spending, ensure adherence to commitments, and carry out routine decisions automatically, thus saving time.
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The system intends to replace the typical disruptive and manually controlled activities with intelligent and always available workflows so that buyers and sellers can work more productively and make quick informed decisions based on data. One of the first partners testing out this feature is the independent agency PMG, which is integrating it with Alli, its marketing operating system, so that teams can track and improve streaming campaigns with almost no delay. This move is part of FreeWheel’s larger plan to infuse AI more extensively into the premium video environment and to develop a safe and open infrastructure that facilitates agent-to-agent collaboration among advertising platforms. In the end, this is a milestone toward more automated, interoperable, and performance-based media buying in the fast-changing streaming and connected TV advertising space.