Sell-side advertising platform Magnite (NASDAQ:MGNI) has announced a new coordination layer that lets advertisers create, buy, and manage ad campaigns in automated and agentic ways. Known as Magnite Orchestration, it builds agentic AI capabilities on top of Magnite’s premium inventory and sell-side intelligence.

One of the outcomes for Magnite Orchestration is to create an environment where the AI agents that represent media buyers have an environment to do their thing. This involves Magnite’s audiences and ad inventory that media buyers’ AI agents can discover, parse, evaluate, buy, and activate.

As a sell-side ad platform, Magnite has all that inventory, so it’s a matter of organizing it in a way that lets agents come in and execute on behalf of media buyers’ explicit goals. At the same time, it works with publishers who likewise have supply-side agents that can find the right buyers.

Altogether, it’s a shared environment for buy-side and sell-side agents to interact. This has always sort of been the case in the age of programmatic advertising. But programmatic aspects of those systems resided in dynamic ad placement. Ad buying and campaign orchestration were still done manually.

Agentic capabilities bring that to a new level in letting both the sell and buy sides orchestrate agents to achieve specific goals in more nuanced and optimized ways. That includes putting together media plans and stretching a given campaign budget by evaluating and buying inventory across channels.

CTV for SMBs: A Conversation with Magnite

Agentic Advertising

So what does this look like under the hood? Tasks that seller agents and buyer agents can accomplish, according to Magnite, are:

Through the Magnite Seller Agent, publishers will be able to:

• • Create custom inventory and audience packages, with flexible pricing and targeting controls.
  • Make publisher inventory discoverable and purchasable by buyer agents to facilitate agent-to-agent transactions.

Buyers have the ability to connect their own buyer agents into Magnite Orchestration, leveraging open integrations that enable interoperability across preferred planning, activation, and optimization tools. They can also use the Magnite Buyer Agent to:

• • Create media plans from a simple RFP and discover available supply and audience opportunities.
  • Generate creatives and launch omnichannel campaigns across CTV home screens, audio, and other high-impact formats through a single workflow.

Advantages of all the above include doing more with less – an efficiency play that’s inherent in any automation. But it’s also about getting better results. Agents can cover more ground when doing things like finding and buying the best ad inventory and audience segments for a given advertiser.

To show rather than tell, Magnite has been testing Orchestration with beta partners dentsu and DirectTV Advertising. This involved integrating Dentsu audience segments into Magnite’s platform. Others will follow and we’ll be watching closely to see if this hits all the right targets for agentic advertising.