Observed Signal · Aug 4, 2026 · Product Launch · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Measurement & Analytics Market: 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.
New agentic measurement tooling and causal modeling can change campaign planning and measurement workflows, improve ROAS for agency clients, and integrates with cloud data warehouses—relevant but not a major platform policy change.
Key Takeaways & Evidence Grounding
- Newton Research launched Unlimited Analytics on 2026-08-04; an agentic AI intelligence layer for digital advertising covering planning, activation and measurement.
- Dentsu, Horizon Media and RPA are engaged partners; the announcement includes quotes from Lisa Herdman (RPA) and John Hoctor (CEO, Newton Research).
- Platform uses multiple AI agents and agentic workflows, accepts natural-language prompts and pre-built blueprints, and supports agentic media buying with real-time intelligence.
- Features advanced causal modeling and accelerated MMM (per-brand/per-channel/day granularity), able to build or improve MMMs trained on client first-party and licensed third-party data.
- Integrates client data via Snowflake connections and interoperates with clean rooms to avoid separate data transfers.
Connected Companies & Entities
6 Entities mappediTech Series
B2B tech publisher and demand generation services provider.
Access Intelligence
B2B media and events owner serving specialist professional audiences.
“© 2026 Access Intelligence, LLC - All Rights Reserved...”
Newton Research
Agentic marketing analytics software running inside customer data environments.
“It’s causal modeling that’s at the core of AI ad analytics platform Newton Research’s new agentic layer, called Unlimited Analytics....”
dentsu
Global agency network combining media, creative, CX and identity technology.
Horizon Media
Independent media agency with proprietary data and identity capabilities.
“Horizon Media has been using the tool for about a year now, all within its intelligence marketing platform, Horizon Blu....”
Snowflake
Managed enterprise data cloud for analytics, sharing, AI, and clean rooms.
“All of the data is integrated into Newton’s platform via Snowflake connections, so the data doesn’t have to be transferred into an entirely ...”
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