Fox Advertising launches end-to-end agentic buying across linear and streaming TV

August 29, 2026 · mediapost.com

WPP, Horizon Media and Comcast's Universal Ads are named as agency and activation partners in Fox Advertising's rebuild of Fox AdStudio, announced this week ahead of the Cannes Lions Festival. The platform embeds autonomous agents across audience planning, media transactions and activation for all of Fox's linear and streaming channels, covering audience discovery, sizing, forecasting and recommendations. It also extends agent-to-agent negotiation and automated activation to linear TV spots and schedules, a step past the digital-only agentic tools most of the industry has shown so far. Fox's Stephano Kim said the company's priority was "ensuring an authentic and secure method of transacting agent to agent."

Linear TV schedules that once required hundreds of phone calls, faxes, emails and spreadsheets to book can now close through automated negotiation between agents, cutting the days-to-weeks cycle standard in TV buying today. Planners gain more room to focus on audience strategy, yield and outcomes instead of spot-by-spot logistics, and agencies working with WPP, Horizon Media or Comcast's Universal Ads can test agent-to-agent activation directly inside Fox AdStudio's governance-defined protocols. Fox is the first major TV publisher to open both its streaming and linear inventory to agentic transactions at this scale, and how well its security and governance model performs will likely shape how other broadcasters build their own agentic systems.