Horizon Media Holdings today announced that its marketing intelligence platform HorizonOS Blu now has agentic buying capabilities via agents making real-time decisions across channels and publishers.   

The company noted that “critical human judgment” remains at the core of the platform’s purchasing strategy.  

Blu’s agents “integrate audience intelligence, publisher data, and campaign performance into a unified decision system that optimizes media buys in real time across multiple channels simultaneously.”  

“Agentic buying will soon be the new standard for high-performance media buying,” said Domenic Venuto, Chief Product & Data Officer at Horizon Media Holdings. “This enhanced set of capabilities,” he added, “changes how clients can respond to market conditions, audience behavior, and competitive dynamics in real time rather than in retrospect.”  

It is not widely deployed yet, and Horizon said it is testing it and other ongoing AI initiatives with various companies “across the ad ecosystem,” using the Databricks cloud platform. Participating media companies include Disney, Fox, NBCUniversal, TikTok and agentic analytics solutions like Newton Research.   

Horizon also noted that household appliance firm SharkNinja is one of a handful of clients that is executing early deployments with retail partners using Blu audience APIs.  

Blu’s “open” system enables qualified outside technology vendors to build on top of Blu. Participating vendors include Affinity Solutions, Innovid, Kartel, Kochava, Magnite, Predactiv, Sightly, Smartly, Vidmob, Vurvey Labs, ZeroToOne.AI and major media companies.  

“The scalability and efficiency is significant,” said Krish Kuruppath, executive vice president and head of technology at Horizon Media Holdings. “Previously, if a brand wanted to use five different partners — creative optimization, audience expansion, measurement, activation—we’d have to custom-integrate each one. With the agentic integration layer, those partners can plug into Blu and immediately have access to the data and signals they need from the agency’s API and HorizonOS partners. That dramatically accelerates go-to-market and reduces implementation friction.”  

Horizon said it will be making several more announcements on its developing agentic work at the Cannes Lions creative festival next week.