Magnite has introduced Magnite Orchestration, a new coordination layer designed to accelerate the adoption of agentic advertising by enabling seamless collaboration between AI-powered buyer and seller agents across the digital advertising ecosystem. The platform connects buyers’ AI agents with Magnite’s seller agent, allowing them to discover, evaluate, and activate premium omnichannel inventory using supply-side intelligence, automation, and real-time decision-making capabilities. Magnite is also expanding its buyer and seller agent functionalities, with industry partners including dentsu and DIRECTV Advertising participating in early testing.
Also Read: Ogury Introduces SONA to Bridge the Gap Between Audience Planning and Campaign Execution
The technology facilitates making proprietary audience segments available for use in a common platform among the advertisers, publishers, and data providers in order to create a more efficient and interoperable ecosystem in which the audience data can be combined together with premium ad inventory. Using the improved seller agent, publishers can package custom inventory and audiences along with flexible pricing and targeting, whereas advertisers would be able to plan their campaigns using simple queries, identify valuable audience opportunities, and start executing their campaigns on connected TV, audio, and other digital media using an integrated approach. This release highlights the transition towards AI-enabled automation and agent-based transactions that is taking place in the advertising world.
Read Complete Post: Introducing Magnite Orchestration: Powering the Future of Agentic Advertising
Comments are closed.