• by Wayne Friedman , Yesterday

Fox Advertising says it is advancing its agentic-to-agentic deal-making platform -- under its Fox AdStudio division -- to live, linear TV and media campaigns among its earlier agency partners.

Its foundation of media agencies from earlier agentic-to-agentic agreements includes WPP, Omnicom, Horizon Media, Stagwell and Simulmedia.

In June, Fox Advertising started up what it said was the industry’s “first end-to-end agentic advertising platform.”

At the time, it said the launch demonstrated it had built the technology and infrastructure to embed agents across audience planning, media transactions and activation, and activity with media agencies focused on the “proof of concept” stage, according to one executive. 

Fox says this creates a centralized, secure connection point for partners to interact with its Fox AdStudio, with greater adaptability with linear transactions. 

“A Fox agent routes each partner to its own dedicated, permissioned account, providing direct agent-to-agent connectivity,” according to a Fox company release.

For example, when specific programming or daypart inventory is unavailable, the Fox agent will suggest alternative inventory based on the advertiser’s target audience -- which potentially offers a better result than dropping the requested inventory from a media agency’s order.

Down the road, Fox says, this "lays the foundation for more guided agentic transactions over time.”

Dave Morgan, founder and CEO of Simulmedia, said: “For the first time in TV history, advertisers and agencies can optimize their linear TV ad campaigns like digital, with automated, agent-to-agent negotiations at the spot, schedule, flight and target-level mid-campaign based on advertisers’ closed-loop outcome data such as web visits, app downloads, phone calls, purchases online or in-store or real-time trends in search, social or on AI answer engines.”

“Key for groups like Fox that go at this faster and more robustly, they will get more spend,” said Morgan, speaking with Television News Daily.

“Because we enabled all of their networks, our system moved more client spend to them this quarter than they would have received conventionally negotiated and activated.”

Fox appears to be moving faster than other TV-centric media companies, according to media executives.

NBCUniversal recently added an agentic layer to its automated marketplace for linear TV.