Newton Research launches agentic AI analytics app within Snowflake for advertising measurement

Newton Research announced on November 4, 2025, a specialized advertising and media analytics agents integration with Snowflake Cortex AI that enables brands, agencies, and publishers to perform advanced analytics directly within their Snowflake environment. The collaboration addresses long-standing accessibility barriers in marketing measurement by allowing customers to run Newton Research agents without data transfer requirements.

According to the announcement, the integration provides customers with an efficient, privacy-safe opportunity to execute analytics including media mix modeling, forecasting, incrementality, and campaign reporting without leaving the Snowflake platform. The specialized agents have been trained on real-world use cases and offer customization capabilities that deliver optimized insights over time as customers implement their own specialist agents.

The technical architecture allows users of Newton on Cortex AI to work on data securely while immediately analyzing marketing activity, measuring campaigns, and understanding audiences. According to John Hoctor, Co-Founder and CEO at Newton Research, companies can now measure advertising performance directly in their Snowflake environment and access innovative AI technology alongside robust data management in one place.

Horizon Media implements partnership through Blu Platform

Horizon Media has adopted the integration to democratize marketing analytics across its client base through its Blu Platform. The agency holding company positions the collaboration as embodying its vision for an open, AI-native future by identifying transformative technologies and implementing advanced analytics capabilities.

"This integration perfectly embodies Horizon's vision for an open, AI-native future by identifying the most transformative technologies and democratizing marketing analytics across our client base," said John Koenigsberg, EVP, Head of Platform Partnerships at Horizon. "Orchestrating Newton's agentic AI and Snowflake's secure environment through our Blu Platform, we are putting our open ecosystem strategy and interoperable AI into practice."

According to Koenigsberg, the collaboration allows Horizon to implement advanced analytics and accelerate speed-to-insight, delivering business outcomes for clients through the integration of multiple platforms. The implementation reflects broader trends toward open ecosystem strategies in advertising technology that prioritize interoperability between different platforms and services.

Addressing measurement accessibility challenges

The partnership tackles persistent challenges in marketing measurement accessibility. Sophisticated analytical techniques like media mix modeling and incrementality testing have historically required substantial resources, specialized expertise, and months of implementation time. The costs associated with these methodologies have placed them beyond reach for many organizations.

According to the announcement, Newton Research uses intelligent agents to make advertising and media analytics affordable and scalable. The company was founded by entrepreneurs who previously sold Data Plus Math to LiveRamp, bringing experience in media measurement and analytics to the new venture.

The multi-agent systems Newton provides are capable of handling complex marketing analytics tasks. Trained on real use cases with complete customization capabilities, the agents learn and improve over time. Companies unlock insights in their own data and gain access to Newton's integrated data partners to perform end-to-end analytics on demand.

Snowflake's expanding advertising technology ecosystem

The integration arrives as Snowflake continues expanding its presence in advertising technology infrastructure. Dennis Buchheim, Global Head of Adtech/Martech, Communications, Media, and Entertainment at Snowflake, described the solution as unlocking advanced analytics capabilities for marketers and publishers.

"This integration offers next-generation marketing intelligence to the advertising industry," said Buchheim. "Newton Research unlocks advanced analytics capabilities for marketers and publishers, and we are thrilled to see this solution go to market. Now, customers can use Newton's intelligent agents in our platform, running on Cortex, reducing manual work and burdensome data transfer."

Snowflake has established relationships with multiple advertising holding companies and technology providers throughout 2025. StackAdapt became the first demand-side platform to integrate Snowflake Cortex AI within the Snowflake Native App Framework in July 2025, enabling marketers to create real-time audience segments directly within the platform.

Acxiom and Snowflake announced plans in June 2025 to transform AI marketing infrastructure through a collaboration that prioritizes privacy-forward practices. The partnership established an Innovation Center providing IPG and Acxiom teams with early access to Snowflake's latest product developments and advertising technology partner ecosystem.

NIQ launched a global data clean room on the Snowflake platform in October 2025, enabling marketers to enrich proprietary first-party data with NIQ's privacy-compliant consumer signals. The Snowflake-based clean room facilitates audience discovery, segmentation, and measurement while maintaining privacy protections.

Marketing measurement industry context

The integration addresses measurement challenges that have intensified as privacy changes limit traditional attribution approaches. Research published by TransUnion and EMARKETER in October 2025 revealed that 54.1% of marketing professionals reported no change in their measurement confidence compared to the previous year, while 14.3% said confidence actually declined.

The study found that 46.9% of marketers plan to increase investment in marketing mix modeling over the next 12 months, representing the highest investment priority among measurement methodologies. Another 52.0% indicated they use incrementality testing and experiments, reflecting industry-wide adoption of multiple measurement approaches.

Marketing mix modeling has experienced renewed focus as traditional attribution faces limitations from privacy changes and fragmented consumer journeys. The Institute of Practitioners in Advertising released comprehensive guidance in March 2025 emphasizing that combining multiple measurement approaches delivers the most accurate picture of advertising performance.

According to the IPA report, marketing mix modeling excels at understanding long-term effects and providing holistic views that disentangle media interactions, though it lacks the granularity of attribution approaches. Kochava researchannounced in September 2025 demonstrated that marketing mix modeling revealed TikTok campaigns generated an average of 35% higher incremental impact compared to last-touch attribution reporting.

Agentic AI adoption in marketing infrastructure

The Newton Research launch reflects accelerating adoption of agentic artificial intelligence across marketing operations. McKinsey analysis published in July 2025 identified agentic AI as the most significant emerging trend for marketing organizations, with $1.1 billion in equity investment flowing into the technology during 2024.

Job postings related to agentic AI increased 985% from 2023 to 2024, according to McKinsey's Technology Trends Outlook 2025. The research positioned agentic AI as artificial intelligence systems capable of autonomous planning and execution, marking a fundamental shift from passive AI tools to active collaborators that can adapt strategies based on real-time performance data.

Multiple advertising technology companies launched agentic AI capabilities throughout 2025. LiveRamp introduced agentic orchestration on October 1, enabling autonomous AI agents to access its identity resolution and audience activation platform. Adobe announced Experience Platform Agent Orchestrator on September 10 for managing agents across Adobe and third-party ecosystems. Amazon launched agentic AI capabilities on September 17 for autonomous marketplace management.

Adverity debuted an AI-powered intelligence layer in September 2025 built on Model Context Protocol technology, introducing Intelligent Agents that automate specific workflows. The first implementation was an MMM Agent for Google Meridian, fully automating the time-consuming process of preparing data for marketing mix modeling.

The advertising technology industry launched Ad Context Protocol on October 15, 2025, built on Anthropic's Model Context Protocol to provide a unified communication layer for managing campaigns across different ad tech systems. However, industry debate has emerged about whether new protocols adequately address fundamental transparency concerns before enabling widespread automation.

Open-source marketing mix modeling developments

Google has significantly enhanced its Meridian marketing mix modeling tool throughout 2025. Updates announced on September 30 enabled marketers to measure the impact of non-media variables such as pricing and promotions, introduced channel-level contribution priors allowing users to guide the MMM with business knowledge, and added binomial adstock decay functions to measure longer-term effects of upper-funnel media.

Google made Meridian available globally in January 2025 after extensive testing with hundreds of brands. The open-source platform operates on aggregated data, enabling performance measurement without relying on individual user data, addressing privacy regulations and changing consumer expectations.

IAB Australia released a comprehensive vendor landscape in September 2025 profiling twelve marketing mix modeling providers, including Analytic Edge, Analytic Partners, Annalect, Circana, Gain Theory, Google Meridian, Kantar, Lifesight, Meta Open Source Robyn, Mutinex, Prophet, and Recast. The report provided detailed analysis of vendor methodologies, data requirements, validation practices, and decision-support capabilities.

The landscape analysis emphasized MMM's complementary role within comprehensive measurement ecosystems. According to the report, successful MMM deployment requires strategic clarity, comprehensive data readiness, cross-functional stakeholder alignment, model validation, and informed vendor selection.

Technical implementation and security considerations

The Newton Research integration operates through Snowflake Cortex AI, which provides serverless access to industry-leading large language models including Anthropic Claude, Meta Llama, and Mistral Large 2. According to Snowflake documentation, Cortex AI enables organizations to turn conversations, documents, and images into intelligent insights with AI next to data.

The platform incorporates integrated governance and observability for data and AI operations. Snowflake's unified security, governance, and data access controls protect data used in generative AI applications, with built-in guardrails to reduce harmful content. The architecture ensures that analytics operations occur within Snowflake's security perimeter, maintaining data protection standards while enabling advanced analytical capabilities.

For Newton Research customers, the integration eliminates the need to export data to external analytics platforms or share sensitive customer information across multiple systems. This approach addresses data security and compliance requirements that have complicated analytics implementations, particularly for organizations operating under strict regulatory frameworks.

The specialist agents including media mix modeling, forecasting, incrementality, and campaign reporting operate with customer-specific data while maintaining privacy protections. As customers implement their own specialist agents, they can adopt approaches to media measurement, planning, and optimization that reflect their unique business contexts and strategic priorities.

Industry implications for measurement accessibility

The collaboration between Newton Research, Snowflake, and Horizon Media represents a broader trend toward democratizing advanced analytics capabilities. Sophisticated measurement techniques have traditionally required substantial budgets, specialized data science teams, and complex technical infrastructure that placed them beyond reach for many organizations.

According to industry analysis, effective marketing measurement increasingly requires combining multiple methodologies rather than relying solely on single approaches. Platform-provided attribution remains the most common methodology at 65.8%, but marketers supplement it with advanced approaches including incrementality testing and marketing mix modeling.

The accessibility improvements may accelerate adoption of advanced measurement techniques across a wider range of organizations. As Newton Research makes these capabilities available through Snowflake's platform, companies can implement marketing mix modeling and incrementality analysis without the traditional barriers of cost, expertise, and implementation time.

However, challenges remain in establishing measurement confidence across organizations. Internal stakeholders question marketing metrics in 60.2% of organizations, putting 11-20% of budgets at risk for 28.6% of marketers, according to TransUnion and EMARKETER research. Building lasting trust requires establishing recurring measurement councils, maintaining transparency about data sources and assumptions, and providing single sources of truth that bring together different measurement methodologies.

The Newton Research integration with Snowflake Cortex AI provides infrastructure for organizations seeking to implement advanced measurement capabilities while maintaining data security and privacy protections. As the marketing community continues grappling with measurement challenges intensified by privacy changes and fragmented consumer journeys, solutions that combine sophisticated analytics with secure, accessible implementation may see accelerating adoption.

Timeline

• July 2021: LiveRamp acquired Data Plus Math for $150 million to integrate TV measurement capabilities
• March 2024: Google launched Meridian, an open-source marketing mix modeling platform
• March 2025: Institute of Practitioners in Advertising released comprehensive measurement guidance combining MMM, experiments, and attribution
• June 2025: Snowflake and Acxiom announced plans to transform AI marketing infrastructure
• July 2025: StackAdapt unveiled Snowflake Native App powered by Cortex AI on Snowflake Marketplace
• July 2025: McKinsey analysis revealed agentic AI leading frontier technologies with $1.1 billion investment in 2024
• September 2025: Adverity debuted AI-powered intelligence layer with MMM Agent for Google Meridian
• September 2025: IAB Australia released comprehensive MMM vendor landscape profiling twelve providers
• September 2025: Kochava research showed TikTok impact 35% higher with marketing mix modeling versus last-touch attribution
• September 2025: Google updated Meridian MMM with pricing variables and new priors
• October 2025: NIQ launched global data clean room on Snowflake for ad measurement
• October 2025: Ad Context Protocol launched for advertising automation, though industry debate emerged about transparency concerns
• October 2025: TransUnion and EMARKETER research revealed marketing measurement confidence stalling despite data growth
• November 4, 2025: Newton Research announces specialized advertising and media analytics agents integration with Snowflake Cortex AI

Summary

Who: Newton Research, founded by entrepreneurs who sold Data Plus Math to LiveRamp, partnered with Snowflake and Horizon Media to launch agentic AI analytics capabilities for brands, agencies, publishers, and digital advertising companies seeking advanced measurement solutions.

What: Launch of specialized advertising and media analytics agents integration with Snowflake Cortex AI, enabling customers to run media mix modeling, forecasting, incrementality analysis, and campaign reporting directly within their Snowflake environment without data transfer requirements. The specialist agents have been trained on real-world use cases and offer customization capabilities.

When: Announced on November 4, 2025, following broader industry adoption of agentic AI throughout 2025 and renewed focus on marketing mix modeling as privacy changes limit traditional attribution approaches.

Where: The integration operates within customers' Snowflake environments, allowing analytics to run securely on data without leaving the platform. Horizon Media has implemented the solution through its Blu Platform to serve clients globally.

Why: The partnership addresses persistent accessibility barriers in marketing measurement by making sophisticated analytical techniques like media mix modeling and incrementality testing affordable and scalable for organizations. Traditional approaches required substantial resources, specialized expertise, and months of implementation time. The integration enables companies to measure advertising performance directly in secure environments while addressing growing industry demand for advanced measurement capabilities, with 46.9% of marketers planning to increase MMM investment and measurement confidence stalling despite increased data availability.