New York: Magnite, the largest independent sell-side advertising company, has announced a significant expansion of its artificial intelligence (AI) capabilities, introducing intelligent assistance and agentic execution tools aimed at enhancing decision-making for both media owners and buyers. The move comes as complexity continues to rise across premium CTV and broader programmatic environments.
The company is upgrading its ad mediation technology within the SpringServe video platform to offer media owners a more centralized view of monetisation and improved control over demand activation and optimisation. New AI-enabled features include anomaly detection to identify auction performance shifts, demand path optimisation to drive efficiency, and dynamic pricing tools that adapt to evolving market conditions.
In parallel, Magnite is advancing agentic AI-driven tools, including a new buyer agent designed to streamline campaign activation, optimisation, and performance management. Early-stage activations are underway with Disney Advertising, Spectrum Reach, Kepler, and MiQ, demonstrating how AI-led workflows can improve operational efficiency across the ecosystem.
“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.”
“As programmatic workflows become more complex, there’s a growing opportunity to use AI to simplify execution,” said Jake Hohlfelder, Director, Head of Programmatic COE at Kepler. “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.”
“As programmatic continues to evolve, interoperability and flexibility are becoming increasingly important,” said Georgiana Haig, Global Strategy and Partnerships Director at MiQ. “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.”
Magnite is also collaborating with Publicis Media Exchange to advance seller-side agent workflows, further strengthening its innovation roadmap for marketers and agencies.
“At PMX, we’re focused on applying technology in ways that create tangible value for our clients,” said Eyal Ebel, Senior Vice President, Platform Partnerships at PMX. “Ongoing testing of agentic AI workflows is helping us learn how to better analyze supply, generate meaningful market insights, and streamline activation, ensuring we remain at the forefront of innovation for our clients.”
“Our focus is on delivering stronger outcomes for advertisers while making it even easier to transact across our inventory,” said Dan Callahan, Senior Vice President and Chief Revenue Officer at Spectrum Reach, the advertising sales business of Spectrum. “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 AI strategy emphasises interoperability and flexibility, enabling collaboration with both proprietary and third-party agents to create more 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 optimization, and make more confident decisions about their business. At the same time, our work with AI agents is streamlining how campaigns are executed and optimized. Together, these innovations reflect our broader vision to build a more connected, intelligent platform that improves outcomes for both buyers and sellers.”
