Magnite Orchestration standardizes supplier intelligence for streaming, linear TV, audio, and display, thereby providing a neutral activation layer for AI agents.
Magnite (NASDAQ:MGNI), the largest independent sell-side advertising company, announces the expansion of omnichannel capabilities and third-party integrations for Magnite Orchestration. Magnite Orchestration is a coordination layer that connects AI agents in a shared environment, enabling AI-driven buying systems to seamlessly discover and activate high-quality omnichannel inventory. This inventory can then be optimized and evaluated.
In this way, Magnite Orchestration creates a unified language within the digital marketing ecosystem. Thanks to these additional formats, buyer and seller agents can effortlessly understand, package, and activate different inventory types in real time—without any operational friction:
- Linear & Addressable TV: Expansion of real-time agentic workflows across the entire television sector; connecting "digital-first" buyers to local, linear inventory through ITN's technology, as well as to addressable TV offerings through partners such as DIRECTV Advertising.
- High-Impact Formats in Streaming TV Environments: Upgrading real-time agentic decision-making processes in native TV environments, including interactive ad placements on the home screen via Samsung Ads' inventory.
- Digital Audio: Standardization of buyer-agent requests via live audio streams and podcast environments to trigger dynamic, context-based ad placements—with access to iHeartMedia's inventory.
- High-Attention Display and Online Video: Activation of real-time compilation of individual target audiences across web and mobile inventory using simple conversational or automated buyer-agent prompts via the inventory of selected media partners.
Magnite Orchestration acts as a neutral layer that connects third-party agents. This enables various stakeholders—including seller agents, agency holding companies, independent agencies, and software providers such as Newton Research, as well as DSPs—to integrate their own execution and optimization models. Magnite Orchestration also offers native interoperability with leading technology platforms, including Databricks.
“Agentic AI is fundamentally changing the way media is bought, sold, and experienced,” said Sean Buckley, President of Revenue & Market Strategy at Magnite. “In high-value channels such as streaming and audio, transactions require deeper inventory visibility as well as trust in publishers. Simple tools cannot provide this. We’re creating an environment where every agent—whether displaying inventory, recommending campaign parameters, or automating daily optimizations—can build seamless connections. Our agents should be able to collaborate with others and operate with security in mind. By extending these capabilities to all screens and channels—from linear TV to digital audio—we’re laying the foundation for a transformation that ensures future advertising budgets flow directly into agent-driven workflows.”
Key industry partners use Magnite Orchestration to strengthen their Agentic strategies:
“The industry has long been waiting for a unifying element—something that connects platforms rather than letting each one operate in isolation,” says Manny Puentes, Chief Product Officer at Butler/Till. “Magnite developed exactly that unifying element. Companies that embrace agent-based orchestration now will lead the next era of media buying. Now is the perfect time to actively help shape this future, rather than just watching from the sidelines.”
“AI is changing the way media is planned and bought. But it won’t change what advertisers value most: trustworthy partnerships, high-quality environments, and measurable results,” adds Amy Leifer, Chief Advertising Officer at DIRECTV Advertising. “As Magnite Orchestration extends AI-driven buying workflows to television, we’re focusing on making our premium inventory, authenticated audiences, and measurement capabilities easier to find. We also want them to be easier to evaluate and, overall, simpler to activate. Together, we’re combining digital-first buying approaches with the reach, quality, and performance of premium TV.”
“We see agent-based AI as a key component of the future of media buying. It has the potential to facilitate participation in CTV by simplifying how advertisers translate their goals into premium TV opportunities,” adds Adam Marki, Managing Director, Digital at TF1 PUB. “Since Magnite’s SpringServe already powers Cover+, we’re interested in exploring how Magnite Orchestration can build on this foundation to connect advertisers’ buying intent with our inventory more efficiently and at scale.”
Caption/Photo credits: Rutger Maree, Commercial Director for DACH, the Netherlands, and Eastern Europe. ® Magnite