FreeWheel has launched a new AI agent infrastructure designed to automate parts of the premium video advertising sales process, with PMG among the first partners to pilot the technology.
The Comcast-owned ad tech company said the launch centres on its new Model Context Protocol (MCP) Server and a suite of Intelligence tools, which together are intended to automate negotiation, optimisation and execution across premium video transactions.
FreeWheel said the MCP Server provides a secure layer allowing AI agents to connect directly to its platform and take action. The accompanying Intelligence tools are designed to monitor deal performance, analyse spend and inventory quality, track commitments and automate routine decisions.
Mark McKee, General Manager of FreeWheel, said the company’s aim was to embed AI into the systems used daily by buyers and sellers of premium video advertising.
PMG is testing the new capabilities through Alli, its marketing operating system. According to the companies, this will allow PMG teams and clients to monitor deal performance, identify opportunities and optimise streaming campaigns more quickly through a direct connection to FreeWheel’s platform.
Mike Treon, Head of CTV & Video Strategy at PMG, said the integration gives Alli a real-time link to streaming data and moves beyond simple reporting towards more automated media buying.
FreeWheel said the launch forms part of a wider strategy to build AI more deeply into its ad tech platform, with the goal of making premium video transactions more efficient and more automated.
The company added that the move follows its CES announcement earlier this year, when it unveiled cross-platform agentic AI media buying with NBCUniversal and other partners.
FreeWheel said it will introduce further AI-based tools through 2026 as it looks to modernise the infrastructure underpinning the streaming advertising market.
