Post by Horizon Media

The new era of media buying is agentic, and open. Today marks a major milestone for Horizon Media as we launch agentic buying capabilities within HorizonOS’ Blu. Built on an open ecosystem of channels and publishers, Blu enables intelligent agents to make real-time media decisions while keeping human expertise and oversight at the core. Through our agentic integration layer, partners gain immediate access to the data and signals they need, accelerating activation and reducing implementation friction while enabling the interoperability, efficiency, and scale marketers expect from their growth partner. What makes this especially powerful is its open ecosystem. Blu connects audience intelligence, activation, and measurement across publishers including Disney Advertising, Fox Corporation, NBCUniversal, Snap Inc., TikTok, and others, while leveraging the Databricks platform and collaborating with partners like Newton Research to enable real-time decisioning and measurement. As Samantha Rose shared in today's announcement, "The agencies and platforms that will excel are those willing to open their doors and collaborate." That's the vision behind Blu. As Domenic Venuto noted, "Agentic buying will soon be the new standard for high-performance media buying." And as Katie Comerford shared with Adweek, "Speed to insight to action is the point of all of this." Read more in Ryan Joe’s coverage for ADWEEK:  https://lnkd.in/gDXa3VXQ Full announcement:  https://lnkd.in/gXxfMCDF #BusinessIsPersonal #HorizonMedia