Universal Ads Brings TV Buying into the Flow of Modern Media Buying

Universal Ads, Comcast Advertising's self-service TV ad platform, launched a Campaign Management category in its Business Partners Program allowing partners to embed TV buying directly into their own media-buying workflows. Twelve launch partners are named, including Topsort and WorkMagic, spanning agentic buying, retail media, measurement, and agency tools; the platform is API-first and MCP-enabled to support AI-agent-driven TV buying.

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