News
Simulmedia and FOX bring agentic negotiation to Linear TV
While the industry stages agentic demos, Simulmedia and FOX completed the real thing: a linear buy negotiated and activated agent-to-agent, approved by both teams.
A Platform Built for This Moment
Simulmedia has been applying machine learning and intelligent automation to television advertising for more than a decade. Over that time, the platform has automated billions of dollars in linear TV transactions across over 150 television networks, balancing audiences with the currencies, inventory constraints, and transaction requirements used by national and local broadcast, cable, and streaming sellers.
This agentic buy creation isn't a pivot. It's the next move in a game we have been playing the whole time. All it needed was a seller whose systems could meet ours. FOX stepped up to change how every advertiser and seller could manage TV buying going forward.
The handoff that used to take multiple manual merry-go-rounds now runs agent to agent:
1. Simulmedia formulates the media plan. An audience-centric media plan is created for the advertiser through Simulmedia's platform.
2. Simulmedia's agent transmits a buysheet directly to FOX's AI agent. Via a secure, authenticated connection, replacing email back-and-forth entirely.
3. FOX's agent interprets and validates the order. It reads the buysheet, confirms pricing against quarterly rate cards, and checks inventory availability, automatically.
4. Intent is confirmed between the two agents. FOX's agent signals back to Simulmedia's agent, which reviews and confirms, giving FOX the green light to proceed.
5. FOX places the order. FOX's agent inserts the order into their Ad Order System, routes it through Pricing and Planning approval, and sends it to air.
6. Simulmedia receives confirmation. The platform confirms receipt of the completed purchase.
What took days of email and manual back-and-forth now happens in one continuous, agentic exchange.
Why It Matters, and Why It Is Simulmedia
Television is one of the most powerful channels for reaching audiences at scale, and one of the most operationally demanding to execute well. Availability shifts, pricing moves, and every delay is time a campaign sits outside the market. For years, that friction has stood between what advertisers want to accomplish and what is practically possible.
Our customers' time belongs on audiences and outcomes, not on buysheets and confirmation timelines. This buy is the proof: the agents carry the logistics, the people carry the strategy.
"It's exciting to see this vision finally take shape," said Dave Morgan, Founder and CEO of Simulmedia. "By enabling intelligent systems to autonomously negotiate and execute transactions, we're moving the industry toward a marketplace where software agents can act on behalf of buyers and sellers to deliver better outcomes with greater speed, efficiency, and precision."
This is just the beginning. Agentic transactions are how TV gets bought from here, and we won't be the only ones running them. Good. The rest of the industry is welcome to catch up. We placed our bet on audience-first TV years ago. We just placed the next one.