Newton Research

Newton Research Launches Unlimited Analytics Agentic Layer

Newton Research launched Unlimited Analytics on August 4, 2026 — an agentic AI intelligence layer for digital advertising that provides brands, agencies and media companies with analytics across media planning, activation, optimization and measurement. The platform uses multiple AI agents and agentic workflows (accessible via natural-language prompts or pre-built blueprints) and is already engaged by partners including Dentsu, Horizon Media and RPA. Key capabilities include advanced causal modeling with per-brand/per-channel/day granularity, accelerated marketing-mix-modeling (MMMs) that cuts timelines from months to days, and agentic media buying that surfaces real-time intelligence. Unlimited Analytics interoperates with existing stacks and clean rooms and integrates client first- and licensed third-party data via Snowflake connections to avoid separate transfers. Horizon Media has used it within Horizon Blu for about a year and reports a 10–20% increase in return on ad spend; quotes from Lisa Herdman and CEO John Hoctor accompany the announcement.

Agencies Turn to AI Agents, Brands Move In‑House

Agencies are showcasing AI agent pilots, partnerships and products to speed media planning and buying — but face competition from advertisers building their own agentic capabilities. WPP is testing a media‑buying and planning agent for premium video, while Dentsu has partnered with Newton Research to trial media‑buying agents and faster analytics via Dentsu.connect. Independent agencies and consultancies such as Butler/Till and Dept are also deploying agent tooling (including Claude agents and a productised 'Agent Studio') and using Google models to accelerate delivery. Advertisers including Hyundai have built in‑house bidding agents with partners (Chalice and Canvas) using a containerized OpenXBuild solution, reporting a 67% reduction in online video CPM and a 20% decline in cost per defined 'high value action' during pilots. The piece cites WFA research on broad in‑house AI adoption and frames the trend as a strategic threat and opportunity for agencies.

Dentsu Expands Partnership with Newton Research

Newton Research and dentsu have expanded their partnership to scale AI-powered media intelligence across dentsu’s U.S. media agencies — Carat, dentsu X, and iProspect — following a successful 2025 pilot. The collaboration gives dentsu access to Newton’s agentic AI for enhanced analytics, AI-driven reporting, real-time campaign visibility, and workflow integration with dentsu’s proprietary offerings such as Modern Media and dentsu.Connect. Newton’s agents will support planning, activation, and measurement across omni-channel formats while surfacing optimization opportunities and AI-generated recommendations that are executed with human oversight. dentsu plans to extend the partnership globally. Executives quoted include Caitlin Gelles (EVP Data Technology & Measurement at dentsu), John Hoctor (CEO & co-founder, Newton Research) and Emily Kennedy (EVP Head of Marketplace at dentsu). The announcement was published June 23, 2026.