WPP, Omnicom, Horizon, Stagwell and Simulmedia Join FOX Advertising in Completing Live Agentic Linear Transactions With Enhancements Including Intelligent Inventory Recommendations
New York, NY – October 15, 2026 – FOX Advertising today announced the next phase of its agentic advertising platform, powered by FOX AdStudio, as leading agency and technology partners put its agent-to-agent capabilities into action for live campaigns and commercial linear media transactions.
In June, FOX Advertising announced the industry’s first end-to-end agentic advertising platform, demonstrating that it had built the technology and infrastructure to embed agents across audience planning, media transactions and activation.
Now, FOX Advertising is advancing that foundation with WPP, Omnicom, Horizon Media, Stagwell and Simulmedia executing agentic linear transactions for live campaigns through an evolved agentic infrastructure designed to support broader real-world execution.
The enhanced infrastructure creates a centralized and secure connection point for partners to interact with FOX AdStudio. A FOX agent routes each partner to its own dedicated, permissioned account, providing direct agent-to-agent connectivity.
The platform now also incorporates an integrated governance engine that monitors agent activity throughout the workflow for compliance and adherence to established protocols. Built-in controls further advance FOX AdStudio’s security-first approach.
The new capabilities also enable a more intelligent linear transaction. When requested inventory is unavailable, the FOX agent can recommend alternative inventory based on the advertiser’s target audience rather than simply removing unavailable inventory from the order. This lays the foundation for more guided agentic transactions over time, with strong guardrails and human oversight remaining essential throughout the process. FOX Advertising and agency teams maintain control over key decisions.
“From the beginning, our vision for agentic advertising has been to connect the campaign lifecycle and create a more seamless and effective experience for advertisers,” said Jeff Collins, President of FOX Advertising, Marketing and Brand Partnerships. “In June, we demonstrated that we had built the technology and infrastructure to make end-to-end agentic advertising possible. Now, together with our partners, we’re putting those capabilities to work on live campaigns — moving agentic advertising from capability to real-world execution while maintaining the governance and human oversight essential to doing it responsibly.”
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What our Partners say:
“We’re thrilled with the progress we’re making together with FOX Advertising. Our ability to safely execute live agent-to-agent transactions is an important technical milestone in our broader effort to define the standards that will allow our industry to put this powerful technology to work for clients responsibly and at scale.” – Susan Schiekofer, Chief Media Officer, WPP Media US.
“Connecting our Omni marketing intelligence platform to the Fox Ad Studio enables Omnicom to plan audiences against linear and CTV exposure data, agentically orchestrated and transacted at a spot level based on client outcomes.” – Justin Wroe, Chief Commercial Officer, Omnicom Media
“Building directly on our launch of an agentic orchestration layer for real-time media decisioning, Horizon is accelerating direct agent-to-agent communication between Horizon and FOX through our open ecosystem partner, Databricks, to transform the process of media buying. Frictionless, automated workflows represent the next critical milestone in operationalizing a truly functional orchestration layer for our clients.” – Navneet Singh, SVP, Programmatic Innovation, Horizon Media
“Linear remains an important part of how our clients reach audiences at scale, and it’s a market where speed has been hard to come by. With The Media Machine, Stagwell’s agentic media operating system, connecting directly to FOX AdStudio, our agent can turn a client brief into an actionable media plan in real time, dramatically simplifying the buying process and deliver agility to our clients across the media ecosystem.” – Marissa Jimenez, Global Chief Trading and Solutions Officer at Stagwell Media Platform.
“What Fox has pioneered here with their true agentic transaction architecture has enormous consequences for the media world. 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.” – Dave Morgan, Founder and CEO of Simulmedia:
About Fox Corporation
Fox Corporation produces and distributes compelling news, sports, and entertainment content through its primary iconic domestic brands, including FOX News Media, FOX Sports, Tubi Media Group, FOX Entertainment and FOX Television Stations. These brands hold cultural significance with consumers and commercial importance for distributors and advertisers. The breadth and depth of our footprint allows us to deliver content that engages and informs audiences, develop deeper consumer relationships, and create more compelling product offerings. FOX maintains an impressive track record of news, sports, and entertainment industry success that shapes our strategy to capitalize on existing strengths and invest in new initiatives. For more information about Fox Corporation, please visit www.FoxCorporation.com.
Media Contact:
Kathy Kelly-Brown, FOX Advertising