New York: Magnite, an independent sell-side advertising company, has announced the launch of Magnite Orchestration, a new coordination layer designed to enable buyers to connect their buyer agents with Magnite’s seller agent infrastructure and access one of the industry’s largest pools of premium inventory, supply-side intelligence, and automated workflows.
As part of the launch, Magnite is also expanding its buyer and seller agent capabilities and has begun testing the platform with partners including dentsu and DIRECTV Advertising.
Magnite Orchestration has been developed to create a shared environment where AI-driven buying systems can discover, evaluate, and activate premium omnichannel inventory more efficiently. The platform also enables buyers, publishers, and data providers to make proprietary audience segments available to agents, allowing audience intelligence to be packaged directly alongside premium supply.
As part of the beta participation, dentsu integrated dentsu. Audiences segments into Magnite’s ecosystem, enabling teams to surface proprietary audience data when relevant to campaign requirements.
Commenting on the launch, Sean Buckley, President, Revenue & Market Strategy at Magnite, said, “Agentic technology can reach its full potential when it is connected to the systems that power the transaction. The real power isn’t AI in isolation; it’s AI embedded into the platforms, systems, and workflows that buyers and media owners already rely on to turn opportunity into results. Magnite Orchestration connects intent to execution, helping our partners move faster and more efficiently while advancing the next phase of our shared progress.”
Magnite’s expanded buyer and seller agents are designed to simplify end-to-end advertising workflows and enhance operational efficiency across campaign planning, packaging, discovery, and activation.
Through the Magnite Seller Agent, publishers will be able to create customised inventory and audience packages with flexible pricing and targeting controls, while making inventory discoverable and purchasable through buyer agents to enable seamless agent-to-agent transactions.
Meanwhile, buyers can connect their own buyer agents into Magnite Orchestration through open integrations that support interoperability across planning, activation, and optimisation platforms. They can also leverage the Magnite Buyer Agent to generate media plans from a simple request-for-proposal (RFP), discover inventory and audience opportunities, create advertising assets, and launch omnichannel campaigns across connected TV home screens, audio, and other premium formats.
Speaking about the collaboration, Nick Halas, Head of Product Strategy at dentsu, said, “Agentic AI is set to fundamentally transform how media transactions occur, and dentsu is evolving alongside this shift to drive greater performance, agility, and responsiveness across every channel. As the industry moves toward more automated and intelligent buying, interoperability between identity, audience intelligence, inventory, and decisioning systems becomes critical. Our existing dentsu. Audiences integration with Magnite provides a strong foundation, grounded in a unified identity and data layer, for continued innovation with agentic workflows. Magnite’s infrastructure enables us to bring our real-time data, optimization, and decisioning capabilities closer to activation, creating a more connected and effective media ecosystem.”
Highlighting the importance of ecosystem collaboration, Drew Groner, Senior Vice President, Head of Sales & Marketing at DIRECTV, added, “Advertising is now more automated and AI-driven collaboration across the ecosystem is essential. At the intersection of content, data and demand, DIRECTV Advertising has a unique vantage point to ensure innovation drives value across the TV marketplace. That’s why we value working with companies like Magnite, whose sell-side foundation gives them a deep understanding of publishers’ priorities. As new buying models emerge, we’re focused on enabling seamless access to premium inventory and strengthening the connection between buyers and quality media environments.”
