Universal Ads has launched a new Campaign Management category within its Business Partners Program, enabling advertisers to integrate TV buying directly into existing digital media workflows. The initiative includes integrations with several partners, such as Adlyse, Kochava, and Topsort, to reduce friction in cross-channel campaign planning and optimization.
This expansion signals a shift toward treating television as just another line item in the digital marketer's omnichannel toolkit. By embedding TV activation into existing workflows for search and social, Universal Ads is lowering the technical barrier for performance-oriented buyers who previously avoided the friction of traditional TV planning. This move pressures competing ad tech stacks to offer similar interoperability as retail media and CTV continue to converge. Watch for the adoption rate among the initial 12 partners to determine if agentic and creative-led buying becomes a standard entry point for mid-market digital advertisers entering the television space.
Universal Ads has integrated television buying into its Business Partners Program, enabling marketers to manage TV campaigns directly through existing digital tools. By streamlining TV activation alongside search and social media, the platform removes traditional planning friction, signaling a major shift toward treating television as a standard line item in omnichannel advertising.
It is a new feature within the Business Partners Program that allows digital marketers to activate television campaigns directly through existing tools like the Universal Ads API and partner platforms.
The launch includes 12 firms, specifically Kochava, Topsort, and WorkMagic, which specialize in measurement, retail media, and AI-driven buying.
According to Topsort sales engineer Joe Connolly, the move provides retail media networks with a new offsite channel to reach shoppers.
WorkMagic CEO Frank Yang noted that AI agents can now automatically optimize CTV spend based on incremental impact data.
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