Television measurement company iSpot this week launched an agentic AI platform that promises to transform how advertisers extract insights from the largest proprietary advertising dataset in the industry. The system draws on two years of development work conducted alongside major brands including General Motors and Airbnb.

iSpot SAGE represents the Bellevue, Washington company's entry into the competitive landscape of agentic advertising automation, a technology category that attracted $1.1 billion in equity investment during 2024 according to McKinsey analysis. The platform deploys specialized AI agents trained on frame-by-frame analysis of 2.5 million advertisements combined with approximately 100 million verbatim consumer survey responses.

According to the announcement, iSpot made substantial investments in NVIDIA AI servers to power the system's analytical capabilities. The infrastructure processes metadata and storylines extracted from every frame of every advertisement in the company's repository while compiling themes from persistent consumer testing feedback.

"The market has made it clear that a trusted model, grounded in expert data, is the only AI they want for their video investments. iSpot SAGE delivers on this by pairing the productivity gains of AI with a partner who knows their data better than anyone, eliminating the doubt and manual busy work that has plagued campaign optimization for years," said Miles Drayton, Global Director of Marketing Intelligence at General Motors.

The platform provides access to data spanning 185 television networks, 500 publishers, and information from tens of thousands of distinct brands. This scope positions SAGE to deliver competitive intelligence and performance benchmarking across the fragmented video advertising landscape.

Two agents tackle different creative challenges

The initial product release focuses on creative performance through two specialized agents. The Creative Insights Analyst diagnoses advertising performance by connecting creative elements to consumer perceptions and business outcomes. The Creative Planning Assistant generates strategic recommendations for future campaign development.

Both agents operate within iSpot's existing measurement infrastructure, which has provided cross-platform TV measurement capabilities since the company first modernized television advertising intelligence using machine learning and automation starting in 2012.

"iSpot is the leader in real-time video ad analytics across creative, audience and outcomes," said Sean Muller, CEO and Founder of iSpot. "Now we are putting our massive proprietary intelligence to work in AI models that the industry can trust, and with our continued mission to modernize the TV marketplace with insights that are fast, accurate and actionable."

The workflow automation capabilities currently in beta enable users to generate data-driven creative briefs, script outlines, and storyboard directions directly from the platform. This functionality aims to accelerate the path from insight generation to production execution.

"The primary goal for advertising is driving better connections with our customers and conveying information. iSpot SAGE is a great example of how we're investing in innovations that drive better emotional resonance and recall," said Kyler Blackmore, Media Director at Balance of Nature.

Frame-by-frame analysis powers precision

The technical foundation rests on AI-powered frame-by-frame advertisement analysis that generates storylines and transcripts. This creative deconstruction combines with direct consumer feedback from persistent survey programs to categorize advertisements into themes and super-themes.

The system scores creative themes against key performance metrics including likability, attention, and purchase intent. By tagging storylines, characters, settings, and product details, SAGE connects specific creative elements to measured performance outcomes.

Marketers gain access to ad-level Ace Scores measuring Likability, Attention, and Watchability alongside Purchase Intent metrics. These measurements link directly to specific creative themes within individual advertisements rather than providing only campaign-level aggregations.

The platform supports advanced audience segmentation, enabling users to filter results by demographics and "Intender" segments representing consumers planning purchases. This granularity extends across multiple brands and campaigns simultaneously through enterprise collaboration features.

"iSpot brings a massive repository of what people feel about ads, what creative elements and narratives were used and where those ads were seen. The development of SAGE promises to expand our potential to forge new connections, using actual intelligence, which means it's data that we can trust," said Drayton.

Competitive intelligence through multi-brand analysis

SAGE enables direct comparisons against competitor advertisements and creative themes. This competitive intelligence capability addresses a persistent challenge in television advertising where performance benchmarking has historically required manual competitive tracking and separate analytical processes.

The multi-brand analysis functionality allows marketers to identify successful creative approaches within their category while understanding how their own messaging performs relative to competitive activity. The system aggregates performance data across the industry to provide context for individual campaign results.

The launch positions iSpot within accelerating adoption of agentic artificial intelligence across marketing operations. Multiple advertising technology companies launched agentic capabilities throughout 2025, including LiveRamp's orchestration tools on October 1, Amazon's campaign management agent on November 11, and Yahoo DSP's embedded AI agents on January 7, 2026.

The timing matters for marketing professionals facing budget pressures and measurement confidence challenges. Research released in October 2025 showed that 54.1% of marketers reported no change in their measurement confidence compared to the previous year, while 14.3% said confidence actually declined.

Trusted data addresses generalist AI limitations

iSpot positions SAGE as distinct from generalist AI models through its foundation in proprietary advertising intelligence. The company emphasizes that the historical depth and comprehensiveness of its dataset cannot be replicated by large language models trained on publicly available information.

This data advantage becomes particularly relevant for precision metrics. The platform processes granular performance measurements tied to specific creative themes within advertisements rather than relying on proxy metrics or estimates.

The development reflects broader industry movement toward specialized AI applications in advertising. EDO launched ChatEDO on February 4, 2026, focusing conversational AI on television outcomes measurement. Amazon expanded its Creative Agent to video on November 11, 2025. Multiple platforms introduced agentic capabilities during fall 2025.

The scale of iSpot's infrastructure investment distinguishes its approach from platforms applying generalist AI to advertising challenges. The NVIDIA server deployment specifically targets the computational requirements of processing every frame across millions of advertisements and analyzing semantic patterns across tens of millions of consumer responses.

Integration with existing measurement capabilities

SAGE operates within iSpot's established measurement ecosystem, which provides real-time, always-on measurement for television advertising across linear, time-shifted, video-on-demand, streaming, and out-of-home environments. The company measures TV-device impressions and second-by-second attention for all television advertisements in unified manner across platforms.

The platform serves as a trusted currency provider for networks, ad-delivery platforms, and agencies. iSpot has received accreditation from the Media Rating Council for National TV Ad Occurrence Reporting and certification from the U.S. Joint Industry Committee as a National Currency provider.

This infrastructure foundation supports SAGE's analytical capabilities by ensuring the underlying data quality and comprehensive coverage required for reliable AI-powered insights. The integration enables seamless workflow from measurement to analysis to creative optimization.

The company operates with hundreds of brands and all major television networks licensing its enterprise solution. Founded in Bellevue, Washington in 2012, iSpot maintains offices in major cities across the United States.

Market context and competitive landscape

The SAGE launch arrives during significant developments in television advertising measurement and optimization. Roku integrated iSpot outcomes on January 7, 2026, becoming the first streaming platform to optimize advertisements using attribution data. That partnership demonstrated 23% lead increases in early testing with SimpliSafe.

iSpot introduced its Outcomes at Scale attribution solution on March 27, 2025, connecting verified ad delivery to business outcomes in near real-time. The system addresses advertiser demands for accountability comparable to digital advertising channels while maintaining television's brand-building advantages.

Multiple measurement companies launched attribution and optimization capabilities throughout 2025. Innovid introduced pixel-free purchase attribution on June 11, 2025, connecting converged TV advertising to sales outcomes using 18 billion annual transactions. Comcast unveiled performance-based solutions partnering with Mastercard on June 17, 2025.

The streaming television measurement landscape expanded through partnerships including TripleLift's iSpot integrationannounced December 15, 2024, and Roku's data platform launch on January 6, 2025. These developments reflect industry focus on cross-media measurement and unified campaign management.

Research analyzing optimal CTV and linear TV investment balance using iSpot's Unified Measurement dataset found that top-performing brands allocate 23.7% of impressions to CTV compared to 17.4% for average advertisers. The 6.3 percentage point difference correlated with substantial performance improvements across 224.2 billion television advertising impressions from 87 brands.

Development timeline and brand collaboration

The two-year development process incorporated active input and testing from major advertisers. General Motors participated throughout the development cycle, providing feedback on functionality and use cases. Airbnb also contributed to the testing program.

This collaborative development approach differs from platforms that launch AI capabilities based solely on internal product teams. The extended testing period with enterprise brands enabled iSpot to refine SAGE's outputs for actual advertiser workflows rather than theoretical applications.

The beta workflow automation features reflect this practical orientation. Rather than providing generic AI assistance, the tools generate specific deliverables - creative briefs, script outlines, storyboard directions - that advertisers can immediately use in production processes.

The platform represents the next generation of applications for iSpot following its 2012 launch of comprehensive real-time television measurement. The company positioned SAGE as building on more than a decade of machine learning expertise applied to advertising data.

Strategic implications for marketing professionals

SAGE addresses operational challenges that have constrained television advertising optimization. Traditional creative testing requires launching campaigns, gathering performance data, and conducting analysis - a cycle that consumes weeks and limits advertisers' ability to respond to competitive or market changes.

The platform's pre-campaign capabilities enable testing creative approaches before media spend begins. By identifying which themes and elements correlate with performance metrics, advertisers can refine messaging while campaigns remain in development.

The competitive intelligence functionality provides category context that has historically required manual tracking programs. Understanding how competitive creative performs relative to benchmarks enables more informed strategic decisions about differentiation and messaging approaches.

For enterprise organizations managing multiple brands or campaigns, the collaboration features and simultaneous multi-brand processing address workflow challenges. The platform scales to accommodate large advertisement volumes without requiring sequential analysis.

The workflow automation in beta testing targets a specific pain point: the gap between analytical insights and production execution. By generating production-ready deliverables from performance data, SAGE aims to accelerate the insight-to-action timeline.

Privacy and data considerations

The platform processes proprietary iSpot data including consumer survey responses and creative analysis. This approach differs from systems that rely on behavioral tracking or cross-site data collection.

The consumer survey methodology provides explicit feedback about advertisement perceptions rather than inferring sentiment from digital behavior. This approach aligns with privacy-focused measurement methodologies as regulatory frameworks limit traditional tracking approaches.

The frame-by-frame creative analysis operates on advertisement content rather than individual viewer data. This technical approach enables detailed creative insights without requiring granular audience-level information.

Availability and access

iSpot has made SAGE available to its existing client base, which includes hundreds of brands and all major television networks. The platform operates as an enterprise solution integrated with the company's broader measurement and analytics infrastructure.

Pricing information was not disclosed in the announcement. The company directed interested parties to https://www.ispot.tv/sage-ai for additional platform information.

The workflow automation capabilities remain in beta testing. iSpot did not specify a timeline for full commercial availability of these features.

The company emphasized the platform's foundation in trusted data as a differentiator from generalist AI tools. This positioning reflects industry concerns about AI measurement accuracy and the importance of proprietary datasets for specialized applications.

For marketing professionals managing television advertising across fragmented platforms, SAGE represents a substantial infrastructure investment aimed at addressing long-standing creative optimization challenges through specialized AI rather than adapted generalist models.

Timeline

Summary

Who: iSpot, the cross-platform TV ad measurement and attribution company based in Bellevue, Washington, launched the platform with development input from General Motors, Airbnb, and Balance of Nature. The company received statements from Miles Drayton (Global Director of Marketing Intelligence at General Motors), Kyler Blackmore (Media Director at Balance of Nature), and Sean Muller (CEO and Founder of iSpot).

What: iSpot SAGE is an agentic AI platform that analyzes 2.5 million advertisements through frame-by-frame processing and approximately 100 million consumer survey responses to generate creative insights and strategic recommendations. The system deploys two specialized agents - Creative Insights Analyst for performance diagnosis and Creative Planning Assistant for strategic recommendations - alongside beta workflow automation for creative briefs, script outlines, and storyboard directions. The platform provides multi-brand competitive analysis, granular performance metrics (Ace Scores for Likability, Attention, Watchability, and Purchase Intent), and advanced audience segmentation across data spanning 185 TV networks, 500 publishers, and tens of thousands of brands.

When: iSpot announced the launch on February 10, 2026, following two years of development and testing with major brands. The workflow automation capabilities remain in beta testing without a specified timeline for full commercial availability.

Where: The platform operates within iSpot's existing measurement infrastructure serving hundreds of brands and all major television networks across the United States. SAGE analyzes advertising across linear television, time-shifted viewing, video-on-demand, streaming environments, and out-of-home placements. Access is available through https://www.ispot.tv/sage-ai for existing iSpot clients and interested parties.

Why: The platform addresses persistent challenges in television advertising creative optimization where traditional testing requires weeks-long cycles and provides limited competitive intelligence. iSpot positions SAGE as solving these problems through specialized AI trained on proprietary data rather than generalist models, eliminating what General Motors characterized as "the doubt and manual busy work that has plagued campaign optimization for years." The launch arrives as marketing professionals face measurement confidence challenges, with October 2025 research showing 54.1% of marketers reported no change in measurement confidence year-over-year. The system aims to accelerate workflows, strengthen consumer connections, and assure advertising effectiveness across fragmented video advertising environments through trusted data foundations and specialized agentic capabilities.

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