Comcast's NBCUniversal, RPA, FreeWheel, and Newton Launch AI-Driven Cross-Platform Video Buying

Reuters01-07

Comcast's NBCUniversal, RPA, FreeWheel, and Newton Launch AI-Driven Cross-Platform Video Buying

Comcast Corporation's NBCUniversal has announced a partnership with independent agency RPA, FreeWheel, and Newton Research to introduce agentic AI-powered media buying across both linear and digital platforms for premium video. This collaboration enables agencies to execute and optimize video investments across multiple platforms in seconds, including premium live sports inventory such as football playoff games. The initiative marks the first time AI agents have been used to automate live sports inventory on linear television, representing a significant milestone in the evolution of media buying and advertising technology.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Comcast Corporation published the original content used to generate this news brief via Business Wire (Ref. ID: 20260106349597) on January 06, 2026, and is solely responsible for the information contained therein.

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