Tv measurement firm iSpot this week launched an agentic AI platform that guarantees to remodel how advertisers extract insights from the most important proprietary promoting dataset within the trade. The system attracts on two years of growth work performed alongside main manufacturers together with Basic Motors and Airbnb.

iSpot SAGE represents the Bellevue, Washington firm’s entry into the aggressive panorama of agentic advertising automation, a expertise class that attracted $1.1 billion in fairness funding throughout 2024 in response to McKinsey evaluation. The platform deploys specialised AI brokers educated on frame-by-frame evaluation of two.5 million ads mixed with roughly 100 million verbatim shopper survey responses.

In accordance with the announcement, iSpot made substantial investments in NVIDIA AI servers to energy the system’s analytical capabilities. The infrastructure processes metadata and storylines extracted from each body of each commercial within the firm’s repository whereas compiling themes from persistent shopper testing suggestions.

“The market has made it clear {that a} trusted mannequin, grounded in skilled information, is the one AI they need for his or her video investments. iSpot SAGE delivers on this by pairing the productiveness beneficial properties of AI with a accomplice who is aware of their information higher than anybody, eliminating the doubt and guide busy work that has plagued marketing campaign optimization for years,” stated Miles Drayton, World Director of Advertising and marketing Intelligence at Basic Motors.

The platform offers entry to information spanning 185 tv networks, 500 publishers, and data from tens of 1000’s of distinct manufacturers. This scope positions SAGE to ship aggressive intelligence and efficiency benchmarking throughout the fragmented video promoting panorama.

Two brokers deal with totally different artistic challenges

The preliminary product launch focuses on artistic efficiency by way of two specialised brokers. The Inventive Insights Analyst diagnoses promoting efficiency by connecting artistic components to shopper perceptions and enterprise outcomes. The Inventive Planning Assistant generates strategic suggestions for future marketing campaign growth.

Each brokers function inside iSpot’s current measurement infrastructure, which has supplied cross-platform TV measurement capabilities because the firm first modernized tv promoting intelligence utilizing machine studying and automation beginning in 2012.

“iSpot is the chief in real-time video advert analytics throughout artistic, viewers and outcomes,” stated Sean Muller, CEO and Founding father of iSpot. “Now we’re placing our large proprietary intelligence to work in AI fashions that the trade can belief, and with our continued mission to modernize the TV market with insights which might be quick, correct and actionable.”

The workflow automation capabilities at present in beta allow customers to generate data-driven artistic briefs, script outlines, and storyboard instructions immediately from the platform. This performance goals to speed up the trail from perception technology to manufacturing execution.

“The first purpose for promoting is driving higher connections with our prospects and conveying data. iSpot SAGE is a good instance of how we’re investing in improvements that drive higher emotional resonance and recall,” stated Kyler Blackmore, Media Director at Stability of Nature.

Body-by-frame evaluation powers precision

The technical basis rests on AI-powered frame-by-frame commercial evaluation that generates storylines and transcripts. This artistic deconstruction combines with direct shopper suggestions from persistent survey applications to categorize ads into themes and super-themes.

The system scores artistic themes towards key efficiency metrics together with likability, consideration, and buy intent. By tagging storylines, characters, settings, and product particulars, SAGE connects particular artistic components to measured efficiency outcomes.

Entrepreneurs achieve entry to ad-level Ace Scores measuring Likability, Consideration, and Watchability alongside Buy Intent metrics. These measurements hyperlink on to particular artistic themes inside particular person ads reasonably than offering solely campaign-level aggregations.

The platform helps superior viewers segmentation, enabling customers to filter outcomes by demographics and “Intender” segments representing customers planning purchases. This granularity extends throughout a number of manufacturers and campaigns concurrently by way of enterprise collaboration options.

“iSpot brings an enormous repository of what folks really feel about adverts, what artistic components and narratives had been used and the place these adverts had been seen. The event of SAGE guarantees to broaden our potential to forge new connections, utilizing precise intelligence, which suggests it is information that we are able to belief,” stated Drayton.

Aggressive intelligence by way of multi-brand evaluation

SAGE permits direct comparisons towards competitor ads and artistic themes. This aggressive intelligence functionality addresses a persistent problem in tv promoting the place efficiency benchmarking has traditionally required guide aggressive monitoring and separate analytical processes.

The multi-brand evaluation performance permits entrepreneurs to establish profitable artistic approaches inside their class whereas understanding how their very own messaging performs relative to aggressive exercise. The system aggregates efficiency information throughout the trade to supply context for particular person marketing campaign outcomes.

The launch positions iSpot inside accelerating adoption of agentic synthetic intelligence throughout marketing operations. A number of promoting expertise firms launched agentic capabilities all through 2025, together with LiveRamp’s orchestration tools on October 1, Amazon’s marketing campaign administration agent on November 11, and Yahoo DSP’s embedded AI brokers on January 7, 2026.

The timing issues for advertising professionals dealing with funds pressures and measurement confidence challenges. Analysis launched in October 2025 confirmed that 54.1% of entrepreneurs reported no change of their measurement confidence in comparison with the earlier yr, whereas 14.3% stated confidence really declined.

Trusted information addresses generalist AI limitations

iSpot positions SAGE as distinct from generalist AI fashions by way of its basis in proprietary promoting intelligence. The corporate emphasizes that the historic depth and comprehensiveness of its dataset can’t be replicated by massive language fashions educated on publicly out there data.

This information benefit turns into notably related for precision metrics. The platform processes granular efficiency measurements tied to particular artistic themes inside ads reasonably than counting on proxy metrics or estimates.

The event displays broader trade motion towards specialised AI functions in promoting. EDO launched ChatEDO on February 4, 2026, focusing conversational AI on tv outcomes measurement. Amazon expanded its Inventive Agent to video on November 11, 2025. A number of platforms launched agentic capabilities throughout fall 2025.

The size of iSpot’s infrastructure funding distinguishes its strategy from platforms making use of generalist AI to promoting challenges. The NVIDIA server deployment particularly targets the computational necessities of processing each body throughout thousands and thousands of ads and analyzing semantic patterns throughout tens of thousands and thousands of shopper responses.

Integration with current measurement capabilities

SAGE operates inside iSpot’s established measurement ecosystem, which offers real-time, always-on measurement for tv promoting throughout linear, time-shifted, video-on-demand, streaming, and out-of-home environments. The corporate measures TV-device impressions and second-by-second consideration for all tv ads in unified method throughout platforms.

The platform serves as a trusted forex supplier for networks, ad-delivery platforms, and companies. iSpot has obtained accreditation from the Media Ranking Council for Nationwide TV Advert Prevalence Reporting and certification from the U.S. Joint Business Committee as a Nationwide Forex supplier.

This infrastructure basis helps SAGE’s analytical capabilities by making certain the underlying information high quality and complete protection required for dependable AI-powered insights. The mixing permits seamless workflow from measurement to evaluation to artistic optimization.

The corporate operates with a whole lot of manufacturers and all main tv networks licensing its enterprise answer. Based in Bellevue, Washington in 2012, iSpot maintains workplaces in main cities throughout the USA.

Market context and aggressive panorama

The SAGE launch arrives throughout vital developments in tv promoting measurement and optimization. Roku integrated iSpot outcomes on January 7, 2026, turning into the primary streaming platform to optimize ads utilizing attribution information. That partnership demonstrated 23% lead will increase in early testing with SimpliSafe.

iSpot launched its Outcomes at Scale attribution solution on March 27, 2025, connecting verified advert supply to enterprise outcomes in close to real-time. The system addresses advertiser calls for for accountability akin to digital promoting channels whereas sustaining tv’s brand-building benefits.

A number of measurement firms launched attribution and optimization capabilities all through 2025. Innovid introduced pixel-free purchase attribution on June 11, 2025, connecting converged TV promoting to gross sales outcomes utilizing 18 billion annual transactions. Comcast unveiled performance-based solutions partnering with Mastercard on June 17, 2025.

The streaming tv measurement panorama expanded by way of partnerships together with TripleLift’s iSpot integrationintroduced December 15, 2024, and Roku’s data platform launch on January 6, 2025. These developments mirror trade deal with cross-media measurement and unified marketing campaign administration.

Analysis analyzing optimal CTV and linear TV investment balance utilizing iSpot’s Unified Measurement dataset discovered that top-performing manufacturers allocate 23.7% of impressions to CTV in comparison with 17.4% for common advertisers. The 6.3 proportion level distinction correlated with substantial efficiency enhancements throughout 224.2 billion tv promoting impressions from 87 manufacturers.

Improvement timeline and model collaboration

The 2-year growth course of integrated energetic enter and testing from main advertisers. Basic Motors participated all through the event cycle, offering suggestions on performance and use instances. Airbnb additionally contributed to the testing program.

This collaborative growth strategy differs from platforms that launch AI capabilities based mostly solely on inside product groups. The prolonged testing interval with enterprise manufacturers enabled iSpot to refine SAGE’s outputs for precise advertiser workflows reasonably than theoretical functions.

The beta workflow automation options mirror this sensible orientation. Relatively than offering generic AI help, the instruments generate particular deliverables – artistic briefs, script outlines, storyboard instructions – that advertisers can instantly use in manufacturing processes.

The platform represents the following technology of functions for iSpot following its 2012 launch of complete real-time tv measurement. The corporate positioned SAGE as constructing on greater than a decade of machine studying experience utilized to promoting information.

Strategic implications for advertising professionals

SAGE addresses operational challenges which have constrained tv promoting optimization. Conventional artistic testing requires launching campaigns, gathering efficiency information, and conducting evaluation – a cycle that consumes weeks and limits advertisers’ skill to answer aggressive or market modifications.

The platform’s pre-campaign capabilities allow testing artistic approaches earlier than media spend begins. By figuring out which themes and components correlate with efficiency metrics, advertisers can refine messaging whereas campaigns stay in growth.

The aggressive intelligence performance offers class context that has traditionally required guide monitoring applications. Understanding how aggressive artistic performs relative to benchmarks permits extra knowledgeable strategic selections about differentiation and messaging approaches.

For enterprise organizations managing a number of manufacturers or campaigns, the collaboration options and simultaneous multi-brand processing handle workflow challenges. The platform scales to accommodate massive commercial volumes with out requiring sequential evaluation.

The workflow automation in beta testing targets a selected ache level: the hole between analytical insights and manufacturing execution. By producing production-ready deliverables from efficiency information, SAGE goals to speed up the insight-to-action timeline.

Privateness and information issues

The platform processes proprietary iSpot information together with shopper survey responses and artistic evaluation. This strategy differs from techniques that depend on behavioral monitoring or cross-site information assortment.

The buyer survey methodology offers express suggestions about commercial perceptions reasonably than inferring sentiment from digital conduct. This strategy aligns with privacy-focused measurement methodologies as regulatory frameworks restrict conventional monitoring approaches.

The frame-by-frame artistic evaluation operates on commercial content material reasonably than particular person viewer information. This technical strategy permits detailed artistic insights with out requiring granular audience-level data.

Availability and entry

iSpot has made SAGE out there to its current consumer base, which incorporates a whole lot of manufacturers and all main tv networks. The platform operates as an enterprise answer built-in with the corporate’s broader measurement and analytics infrastructure.

Pricing data was not disclosed within the announcement. The corporate directed events to https://www.ispot.television/sage-ai for added platform data.

The workflow automation capabilities stay in beta testing. iSpot didn’t specify a timeline for full industrial availability of those options.

The corporate emphasised the platform’s basis in trusted information as a differentiator from generalist AI instruments. This positioning displays trade considerations about AI measurement accuracy and the significance of proprietary datasets for specialised functions.

For advertising professionals managing tv promoting throughout fragmented platforms, SAGE represents a considerable infrastructure funding aimed toward addressing long-standing artistic optimization challenges by way of specialised AI reasonably than tailored generalist fashions.

Timeline

Abstract

Who: iSpot, the cross-platform TV advert measurement and attribution firm based mostly in Bellevue, Washington, launched the platform with growth enter from Basic Motors, Airbnb, and Stability of Nature. The corporate obtained statements from Miles Drayton (World Director of Advertising and marketing Intelligence at Basic Motors), Kyler Blackmore (Media Director at Stability of Nature), and Sean Muller (CEO and Founding father of iSpot).

What: iSpot SAGE is an agentic AI platform that analyzes 2.5 million ads by way of frame-by-frame processing and roughly 100 million shopper survey responses to generate artistic insights and strategic suggestions. The system deploys two specialised brokers – Inventive Insights Analyst for efficiency analysis and Inventive Planning Assistant for strategic suggestions – alongside beta workflow automation for artistic briefs, script outlines, and storyboard instructions. The platform offers multi-brand aggressive evaluation, granular efficiency metrics (Ace Scores for Likability, Consideration, Watchability, and Buy Intent), and superior viewers segmentation throughout information spanning 185 TV networks, 500 publishers, and tens of 1000’s of manufacturers.

When: iSpot introduced the launch on February 10, 2026, following two years of growth and testing with main manufacturers. The workflow automation capabilities stay in beta testing with no specified timeline for full industrial availability.

The place: The platform operates inside iSpot’s current measurement infrastructure serving a whole lot of manufacturers and all main tv networks throughout the USA. SAGE analyzes promoting throughout linear tv, time-shifted viewing, video-on-demand, streaming environments, and out-of-home placements. Entry is obtainable by way of https://www.ispot.television/sage-ai for current iSpot purchasers and events.

Why: The platform addresses persistent challenges in tv promoting artistic optimization the place conventional testing requires weeks-long cycles and offers restricted aggressive intelligence. iSpot positions SAGE as fixing these issues by way of specialised AI educated on proprietary information reasonably than generalist fashions, eliminating what Basic Motors characterised as “the doubt and guide busy work that has plagued marketing campaign optimization for years.” The launch arrives as advertising professionals face measurement confidence challenges, with October 2025 analysis displaying 54.1% of entrepreneurs reported no change in measurement confidence year-over-year. The system goals to speed up workflows, strengthen shopper connections, and guarantee promoting effectiveness throughout fragmented video promoting environments by way of trusted information foundations and specialised agentic capabilities.


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