FreeWheel Launches AI Agent Infrastructure to Transform How Premium Video Advertising Is Bought and Sold, Pilots with PMG
New MCP Server and Intelligence Tools automate negotiation, optimization, and execution, advancing FreeWheel's mission to modernize premium video transactions.
By providing a secure, open foundation for AI-driven automation, FreeWheel is enabling partners to build differentiated capabilities that work best for their needs.
FreeWheel, the leading global technology platform for the streaming advertising ecosystem, today announced the launch of its new AI agent infrastructure, powered by FreeWheel's Model Context Protocol (MCP) server and a suite of Intelligence tools. These innovations embed AI directly into the core of premium video transactions, enabling buyers and sellers to automate workflows, optimize performance in real time, and operate with greater speed and confidence. Global independent platform company PMG is among the first partners piloting these capabilities for its clients to use directly in Alli, PMG's marketing operating system.
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FreeWheel's MCP Server provides a secure foundation that allows AI agents to talk directly to FreeWheel's platform and take action. Built on this infrastructure, FreeWheel's Intelligence tools continuously monitor deal performance, analyze spend and inventory quality, track commitments, and automate routine decision-making. Together, these capabilities transform traditionally manual, fragmented processes into intelligent, always-on execution.
"FreeWheel's mission is to modernize how premium video is transacted, and that means embedding AI directly into the systems our clients rely on every day," said Mark McKee, General Manager, FreeWheel. "With our MCP Server and Intelligence tools, we are creating a new foundation where AI can help buyers and sellers operate more efficiently, make smarter decisions, and unlock greater value from premium inventory. Partners like PMG are helping lead this transformation by putting these capabilities into action."
PMG is piloting these new capabilities within Alli, enabling its teams and clients to monitor and analyze deal performance, identify opportunities, and optimize global streaming campaigns faster and more efficiently. Integrating directly with FreeWheel's AI infrastructure allows Alli to query and act on streaming data with minimal latency.
With this deep technical bridge, PMG is advancing its ability to deliver more intelligent, automated media buying strategies.
"Often AI in our industry today is just a wrapper around generic models. What we have built with FreeWheel is true technical interoperability," said Mike Treon, Head of CTV & Video Strategy at PMG. "By connecting Alli to FreeWheel in real-time, we have given our customers an agentic AI solution that goes beyond reporting and actually understands the streaming ecosystem. We are moving past manual setup to an era where teams use our industry-leading marketing operating system to optimize complex global deals instantly."
This launch represents a major milestone in FreeWheel's broader innovation strategy to embed AI across its platform, making it easier for buyers and sellers to transact, integrate, and optimize across premium video. By providing a secure, open foundation for AI-driven automation, FreeWheel is enabling partners to build differentiated capabilities while advancing the infrastructure that powers the streaming advertising ecosystem.
Today's announcement also follows FreeWheel's recent milestone at CES, where the company introduced cross-platform agentic AI media buying for the first time alongside other industry leaders. FreeWheel will continue introducing new AI-powered capabilities throughout 2026, reinforcing its commitment to helping clients operate more efficiently and accelerating the industry's transition toward a more intelligent, automated future.
About FreeWheel
FreeWheel empowers all segments of streaming advertising ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on X and LinkedIn.
About PMG
PMG is a global, independent platform company helping the world's most iconic brands unlock their potential. Powered by amazing people and our proprietary operating system, Alli, PMG turns intelligence into momentum, driving lasting business impact with tailored solutions that sit at the intersection of business, marketing, and advertising. Developed in house, Alli gives brands the immense benefits of unified media, data, creative, and strategy within a single, scalable solution. With offices in New York, London, Dallas & Fort Worth, Austin, Atlanta, Boston, Brighton, Costa Rica, Cleveland, Düsseldorf, Mexico City, and Toronto, PMG's team is made up of more than 1,000 employees globally. The firm's work for brands like Apple, Nike, CKE Restaurants, Dropbox, Zoom, Experian, Intuit, Kohler, Sephora, Travelex, and Whole Foods has received top industry awards, including Cannes Lions and Adweek Media Plan of the Year. PMG has also received recognition as MediaPost's 2025 Independent Agency of the Year, Fast Company's Best Workplaces for Innovators, Best Workplaces for Women, and is the only company named to Ad Age's Best Places to Work 11 years in a row. For more information, visit pmg.com.
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Media Contact:
FreeWheel
Doug Broad
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