Magnite Unveils AI-Powered Intelligent Assistance & Agentic Execution Capabilities

What to Read Next

1. PayPal Launches PayPal Ads ID to Improve Deterministic Advertising Identity

2. Optable, Goodway Group Partner to Bring Agentic Advertising to Connected Commerce

3. Magnite Unveils AI-Powered Intelligent Assistance & Agentic Execution Capabilities

4. InMarket, Yahoo DSP Partner to Enhance Real-Time Campaign Measurement

Magnite, the independent sell-side advertising company, has announced a major expansion of AI capabilities to enhance human decision-making for both media owners and buyers. 

As complexity grows across premium CTV and other media environments, Magnite’s AI features help teams act on real-time signals and operate more efficiently.

Magnite is advancing the ad mediation technology within its SpringServe video platform to provide media owners with a more centralised view of monetisation and greater control over how demand is activated and optimised. 

New AI-supported mediation features being added include anomaly detection to identify shifts in auction performance, demand path optimisation to improve efficiency, and dynamic pricing tools that adjust to changing market conditions.

ALSO READ: The Invisible Spend Problem in Performance Advertising

In parallel, Magnite is advancing agentic AI-driven tools, including a new buyer agent, to help the industry streamline activation, optimisation, and performance management. Kepler and MiQ are launching tests using the Magnite buyer agent, with access to inventory from Disney Advertising. 

Building on its efforts to bring seller agent-driven workflows to market, Magnite is also working with Publicis Media Exchange (PMX) to drive innovation on behalf of marketers.

“At Disney Advertising, we’re always looking for ways to remove friction and make it easier to transact,” said Jamie Power, SVP of Addressable Sales, Disney Advertising. 

“This work with Kepler, Magnite and MiQ is squarely focused on workflow automation – using agent-driven technology to streamline how buyers and sellers operate. It’s an important step toward a more efficient, automation-first marketplace, where execution is faster, simpler, and more connected.”

Jake Hohlfelder, Director, Head of Programmatic COE at Kepler, said, “As programmatic workflows become more complex, there’s a growing opportunity to use AI to simplify execution.”

“As one of the first partners testing Magnite’s buyer agent technology, we’re seeing how AI can streamline execution and help us respond more quickly to performance signals. That speed and adaptability are increasingly important for delivering better outcomes for our clients in an intricate media environment.”

Georgiana Haig, Global Strategy and Partnerships Director at MiQ, said, “As programmatic continues to evolve, interoperability and flexibility are becoming increasingly important.”

“Magnite’s approach to enabling agent-driven workflows within an open framework aligns well with how we think about building scalable, future-ready solutions for our clients.”

Eyal Ebel, SVP, Platform Partnerships at PMX, said, “At PMX, we’re focused on applying technology in ways that create tangible value for our clients.”

ALSO READ: Marquee Awards: How to Submit an Application

“Ongoing testing of agentic AI workflows is helping us learn how to better analyse supply, generate meaningful market insights, and streamline activation, ensuring we remain at the forefront of innovation for our clients.”

Dan Callahan, Senior Vice President and Chief Revenue Officer at Spectrum Reach, the Advertising Sales Business of Spectrum, said, “Our focus is on delivering stronger outcomes for advertisers while making it even easier to transact across our inventory.”

“Working with Magnite and leveraging both their AI-enabled mediation and agentic capabilities helps us better connect buyers with the premium content and audiences we offer.”

Magnite’s approach to agentic innovation is centred on interoperability and optionality. In addition to developing its own buyer and seller agents, Magnite will continue to collaborate with partners that choose to utilise third-party agents to enable more flexible, connected workflows.

“AI is creating an opportunity to bring greater intelligence and efficiency to every part of the advertising workflow,” said Sean Buckley, President, Revenue & Market Strategy at Magnite. 

“By advancing mediation within SpringServe, we’re helping publishers gain clearer visibility into performance, automate optimisation, and make more confident decisions about their business. At the same time, our work with AI agents is streamlining how campaigns are executed and optimised.” 

“Together, these innovations reflect our broader vision to build a more connected, intelligent platform that improves outcomes for both buyers and sellers.”