FOX AdStudio Moves To Next Phase

FOX Advertising has advanced its agentic advertising platform, FOX AdStudio, into live use, with leading agency and technology partners now running agent-to-agent workflows for active campaigns and linear media transactions.

The company first unveiled what it called the industry's first end-to-end agentic advertising platform in June, demonstrating embedded agents across audience planning, media transactions and activation. Building on that groundwork, WPP, Omnicom, Horizon Media, Stagwell and Simulmedia are now conducting agentic linear transactions for live campaigns via an expanded infrastructure intended for broader, real-world deployment.

At the core of the upgrade is a centralised, secure connection point that lets partners interface directly with FOX AdStudio. A FOX agent assigns each partner to a dedicated, permissioned account, enabling direct agent-to-agent connectivity while maintaining isolation between participants.

FOX Advertising has also integrated a governance engine that continually monitors agent activity for compliance and protocol adherence. Additional built-in controls reinforce the platform’s security-first approach.

Further enhancements are designed to make linear transactions more intelligent. When requested inventory is unavailable, the FOX agent can propose alternative inventory aligned to an advertiser’s target audience rather than simply removing the unavailable slots. The approach sets the stage for increasingly guided agentic transactions, while ensuring strong guardrails and ongoing human oversight. FOX Advertising and agency teams retain authority over key decision points.