Magnite, the largest independent sell-side advertising company, today 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.
Advanced mediation features include anomaly detection, demand path optimization, and dynamic pricing tools.
New buyer agent streamlines activation, optimization, and performance management.
Kepler and MiQ testing buyer agent with inventory from Disney Advertising.
Working with Publicis Media Exchange (PMX) on seller agent-driven workflows.
Spectrum Reach leveraging AI-enabled mediation and agentic capabilities.
Magnite is the largest independent sell-side advertising company.
Magnite is advancing the ad mediation technology within its SpringServe video platform to provide media owners with a more centralized view of monetization and greater control over how demand is activated and optimized. New AI-supported mediation features being added include anomaly detection to identify shifts in auction performance, demand path optimization to improve efficiency, and dynamic pricing tools that adjust to changing market conditions. By advancing mediation within SpringServe, Magnite is helping publishers gain clearer visibility into performance, automate optimization, and make more confident decisions about their business.
In parallel, Magnite is advancing agentic AI-driven tools, including a new buyer agent, to help the industry streamline activation, optimization 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. Magnite's approach to agentic innovation is centered on interoperability and optionality. In addition to developing its own buyer and seller agents, Magnite will continue to collaborate with partners that choose to utilize third-party agents to enable more flexible, connected workflows.
As Sean Buckley, President, Revenue & Market Strategy at Magnite, stated: "AI is creating an opportunity to bring greater intelligence and efficiency to every part of the advertising workflow. 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."
Jamie Power, SVP of Addressable Sales, Disney Advertising, added: "At Disney Advertising, we're always looking for ways to remove friction and make it easier to transact. 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."
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."
Georgiana Haig, Global Strategy and Partnerships Director at MiQ, added: "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, Senior Vice President, Platform Partnerships at PMX, said: "At PMX, we're focused on applying technology in ways that create tangible value for our clients. Ongoing testing of agentic AI workflows is helping us learn how to better analyze supply, generate meaningful market insights, and streamline activation."
Dan Callahan, Senior Vice President and Chief Revenue Officer at Spectrum Reach, stated: "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."
About Magnite
We're Magnite, the world's largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world's leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Magnite has offices across North America, EMEA, LATAM, and APAC.
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