FreeWheel introduces AI agents and MCP server enabling PMG’s Alli platform to automate, monitor, and optimize streaming advertising deals instantly.
FreeWheel, the leading worldwide technology platform for the streaming advertising ecosystem, has announced the debut of a new AI agent architecture based on FreeWheel's Model Context Protocol (MCP) server and a suite of intelligence tools. These developments allow buyers and sellers to automate processes, maximize performance in real time, and function more quickly and confidently by integrating AI right into the core of premium video transactions.
PMG, a global independent platform company, is one of the first partners using Alli, PMG's marketing operating system, to test these capabilities for its clients. AI agents can interact directly with FreeWheel's platform and take action due to the safe foundation provided by FreeWheel's MCP Server. FreeWheel's intelligence solutions, which are based on this infrastructure, track commitments, evaluate spending and inventory quality, continuously monitor deal performance, and automate routine decision-making. When combined, these capabilities enable intelligent, continuous execution of processes that were previously manual and disjointed.
FreeWheel's general manager, Mark McKee, states that the company's goal is to integrate AI into the everyday services people use in order to modernize the way premium content is transacted. He stated that the MCP Server and Intelligence tools lay the groundwork for AI to assist buyers and sellers to function more efficiently, make better decisions, and unlock more value from premium goods.
These features, which PMG is presently testing within Alli, enable its teams and clients to track and evaluate deal performance, spot opportunities, and more effectively optimize worldwide streaming campaigns. Alli can query and act on streaming data with low latency by directly integrating with FreeWheel's AI system.
According to Mike Treon, Head of CTV & Video Strategy at PMG, a large portion of the AI in use today serves as a wrapper around generic models. He clarified that the partnership with FreeWheel is an example of true technical interoperability, enabling real-time communication between Alli and FreeWheel. The launch represents a significant turning point in FreeWheel's larger innovation strategy to integrate AI throughout its platform, facilitating transactions, integration, and optimization for premium video between buyers and sellers.
