Tag: linear
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AI in Shoulder Pads: NBCUniversal Tests AI Ad Agents During NFL Playoff
NBCUniversal just turned what’s arguably the most old-school corner of ad buying—live linear NFL TV—into a sandbox for AI experimentation. Partnering with RPA, Newton Research, and FreeWheel, NBCU successfully tested AI agents on both the buy and sell side to handle key parts of the sales process for a playoff game. This wasn’t about full…