Newton Research and RPA expand partnership around agentic ad planning and measurement

Newton Research and RPA are deepening a multi-year partnership to bring always-on incrementality testing, media mix modeling and agentic buying into the day-to-day media workflow. The move is designed to help agencies measure lift faster and connect planning decisions more directly to business outcomes.

Why it matters: - RPA is pushing more media measurement into the planning and buying process, which could help teams make faster budget decisions with clearer proof of incremental impact. - The new setup aims to bridge the gap between standard reporting and broader marketing mix modeling by giving RPA a repeatable way to measure lift as campaigns change. - Newton Research and RPA say the expansion is meant to convert speed and automation into strategic value for clients.

What happened: - Newton Research announced an expanded partnership with RPA on Oct. 5, 2026. - The center of the new phase is RPAi, an operating system that combines Newton Research’s agentic analytics with RPA’s proprietary campaign workflow. - RPA is folding always-on incrementality testing into its media planning and buying workflow. - The capability is built natively on Newton’s platform.

The details: - The new offering is designed to run continuously across client planning cycles rather than as a one-time test. - RPA teams get a constant read on what is driving performance as campaigns evolve. - Newton Research said the expansion builds on earlier partnership milestones, including award-winning first-ever agentic media buying. - RPA had also been an early adopter of Newton Research’s Unlimited Analytics. - That rollout now extends to deeper incrementality testing and marketing mix modeling tailored to RPA’s client roster. - RPA SVP Kanya Heng said the partnership expansion brings incrementality measurement and predictive analytics closer to day-to-day planning, giving teams more chances to learn and optimize. - Newton Research CEO John Hoctor said RPA’s media business will embed agentic intelligence deeper across planning, buying and measurement.

Between the lines: - The deal signals a shift from using analytics mainly as a reporting layer to using it as an active operating system for media decisions. - For agencies, that could mean less lag between campaign changes and measurement feedback. - For Newton Research, the partnership is a chance to prove its platform can support both automation and decision-making at enterprise scale.

What's next: - RPA will continue extending its use of Newton Research tools across planning, buying, incrementality testing and MMM. - The companies are positioning RPAi as the base for broader agentic capabilities inside RPA’s media operation. - Newton Research says teams can get up and running in days, not months, which suggests faster rollout potential for additional clients and use cases.

The bottom line: - Newton Research and RPA are turning media measurement into a more continuous, embedded workflow, with agentic AI at the center of planning and optimization. - The partnership now goes beyond experimentation and into day-to-day operating infrastructure for media decisions.