Agent-to-Agent, On Air: What We Built Next With FOX

How Simulmedia VAMOS took agentic linear TV from a first transaction to a full quarter of live campaigns

In June, Simulmedia and FOX completed the first agent-to-agent linear TV buy, with our agent and FOX's agent taking a live order from plan to confirmation. It was the first time two independent AI systems had carried a linear TV transaction from start to finish.

Since then we have taken that same approach from a first transaction to a full quarter of activity. This quarter, 10 live campaigns are on air across five FOX properties, with more than 400 spot-level orders executed through Simulmedia VAMOS, our Verified Agentic Marketplace Order System.

Five FOX properties, one connection

This phase extends agentic buying across five FOX properties, so a single connection now reaches a much broader set of FOX audiences. Audience-based buying gets stronger as the available inventory grows, because the more a buyer's agent can see through one connection, the more precisely it can reach the people a brand is after.

Meeting each partner where they are

With FOX, VAMOS transacts over A2A, the open Agent2Agent protocol that Google introduced so agents built by different companies, on different systems, can work with one another.

Linear TV is spread across many buyers and sellers, each with its own systems and conventions and each at a different point in how far they have taken automation, APIs and agentic protocols. VAMOS integrates with every party through the protocol that makes the most sense for where they are, so a market this fragmented can still be transacted programmatically.

Negotiation between agents

The exchange between agents now includes counters, which matters in linear TV, where inventory sells out, schedules move, and the first offer is rarely where a deal ends up.

When requested inventory isn't available, the seller can propose an alternative based on the advertiser's target audience. That counter comes back through VAMOS to the buy side, where it is weighed against the audience the campaign is meant to reach, and the deal is final only once both sides have confirmed it. In practice, a spot that sells out leads to an alternative that keeps the buy anchored to the audience, so the schedule doesn't end up with a gap.

Audience first, agent to agent

Simulmedia brought audience targeting to linear TV, and VAMOS carries that idea into agent-to-agent buying. Marketers plan against the audiences they actually care about, meaning their customers and the prospects most likely to convert rather than a broad age-and-gender bracket. Their agents then transact directly with FOX, with orders that carry everything a linear campaign needs to air.

Underneath all of this is order automation that has handled real linear buying for years, and the difference now is that agents on both sides of the deal can drive it.

People make the decisions

The agents take on the repetitive work of preparing, checking, sending and tracking orders, which gives the people who own the buyer and seller relationships more of their time for the decisions themselves. Every exchange between agents in VAMOS is recorded and can be audited, and commercial decisions stay with people on both sides of the deal.

What's next

From here we're working on extending negotiation in both directions, on bringing more buyers and sellers onto VAMOS, and on connecting what's planned with what's bought and what's delivered.

Thank you to the FOX AdStudio team for building this with us.

See the full press release here: FOX AdStudio Advances to Next Phase as Leading Agency Partners Put Agentic Advertising Into Action