We have studied the adsorption of Au, Pd, and Pt atoms on the NiO(100) surface and on NiO/Ag(100) thin films using plane wave DFT+U calculations. The scope of this work is to compare the adsorption properties of NiO, a reducible transition metal oxide, with those of MgO, a simple binary oxide with the same crystal structure and similar lattice parameter. At the same time, we are interested in the adsorption characteristics of NiO ultra-thin films (three atomic layers) deposited on Ag(100) single crystals. Also in this case the scope is to compare NiO/Ag(100) with the corresponding MgO/Ag(100) films which show unusual properties for the case of Au adsorption. The results show that the transition metal atoms bind in a similar way on NiO(100) and NiO/Ag(100) films, with Pt, Pd, and Au forming bonds of decreasing strength in this order. No charging effects occur for Au adsorbed on NiO/Ag(100) films, at variance with MgO/Ag(100). The reasons are analyzed in terms of work function of the metal/oxide interface. Possible ways to modify this property by growing alternate layers of MgO and NiO are discussed.