Magnite Inc. Announces Major AI-Powered Enhancements to Advertising Solutions

As the digital advertising landscape continues to evolve, Magnite is expanding the ad mediation technology within its SpringServe video platform. This will empower media owners with a more centralized view of monetization and greater control over demand activation and optimization. Key features being introduced include:

In a parallel development, Magnite is launching agentic AI-driven tools designed to streamline activation, optimization, and performance management for advertisers. Notable partnerships include collaborations with Kepler and MiQ, who will test the new Magnite buyer agent technology, providing access to inventory from Disney Advertising.

Jamie Power, SVP of Addressable Sales at Disney Advertising, emphasized the importance of workflow automation in this partnership: “This work is squarely focused on using agent-driven technology to streamline how buyers and sellers operate. It’s an important step toward a more efficient, automation-first marketplace.”

Key industry leaders have weighed in on the impact of Magnite's new AI capabilities. Jake Hohlfelder, Director and Head of Programmatic COE at Kepler, noted the necessity of speed and adaptability in the current media environment: “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, highlighted the importance of interoperability and flexibility: “Magnite’s approach to enabling agent-driven workflows within an open framework aligns well with our vision for scalable, future-ready solutions.”

Eyal Ebel, Senior Vice President of Platform Partnerships at PMX, echoed this sentiment, stating that ongoing testing of agentic AI workflows is crucial for staying at the forefront of innovation for clients.

Dan Callahan, Senior Vice President and Chief Revenue Officer at Spectrum Reach, remarked on the benefits of collaborating with Magnite: “Leveraging both their AI-enabled mediation and agentic capabilities helps us better connect buyers with the premium content and audiences we offer.”

Sean Buckley, President of Revenue & Market Strategy at Magnite, underscored the company's vision: “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.”

Magnite's commitment to agentic innovation is characterized by a focus on interoperability and optionality. The company plans to continue working with partners who choose to utilize third-party agents, enabling more flexible and connected workflows.

Magnite's introduction of AI-powered intelligent assistance and agentic execution capabilities marks a significant step forward in the advertising technology sector. With a clear focus on enhancing efficiency for both media owners and buyers, these innovations reflect Magnite’s broader vision of creating a more connected and intelligent platform that improves outcomes for all stakeholders in the advertising ecosystem.

For further details on Magnite’s new AI capabilities, additional information can be found on the company’s blog.