On June 11, 2026, Magnite Inc (NASDAQ: MGNI), the largest independent sell-side advertising company, announced the launch of Magnite Orchestration, a transformative coordination layer designed to enhance the advertising ecosystem. This innovative technology enables seamless connections between buyers' agent systems and Magnite's seller agent, tapping into the industry's largest pool of premium inventory, supply-side intelligence, and automation tools.

2. Expanding Capabilities with Dentsu and DIRECTV Advertising

As part of its strategic expansion, Magnite is not only launching Magnite Orchestration but is also enhancing its buyer and seller agent capabilities. The company is currently in a testing phase with notable partners, including dentsu and DIRECTV Advertising. These partnerships aim to explore the full potential of agentic technology, which integrates artificial intelligence (AI) to optimize advertising transactions.

The Power of AI in Advertising

Sean Buckley, President of Revenue & Market Strategy at Magnite, emphasized the importance of interconnected systems in advertising. He stated, “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.” This perspective highlights Magnite's commitment to connecting intent with execution, thereby enhancing operational efficiency for its partners.

3. Key Features of Magnite Orchestration

Magnite Orchestration introduces several key features that streamline the advertising workflow for both publishers and buyers:

For Publishers

Through the Magnite Seller Agent, publishers can:

Create custom inventory and audience packages: This feature allows for flexible pricing and targeting controls, catering to specific campaign requirements.

Facilitate agent-to-agent transactions: Publishers can make their inventory more accessible by enabling buyer agents to discover and purchase available inventory seamlessly.

For Buyers

Buyers utilizing the Magnite Buyer Agent can:

Generate media plans effortlessly: By starting from a simple Request for Proposal (RFP), buyers can discover a range of supply and audience opportunities.

Launch omnichannel campaigns: With a single workflow, buyers can create creatives and activate campaigns across various platforms, including CTV home screens, audio, and other impactful formats.

4. Industry Insights from Dentsu and DIRECTV Advertising

Leaders from both dentsu and DIRECTV Advertising shared insights on the evolving landscape of advertising transactions.

Nick Halas, Head of Product Strategy at dentsu, noted the revolutionary potential of agentic AI in transforming media transactions. He stated, "As the industry moves toward more automated and intelligent buying, interoperability between identity, audience intelligence, inventory, and decisioning systems becomes critical." This integration is expected to provide a robust foundation for continued innovation and efficiency in advertising workflows.

Meanwhile, Drew Groner, Senior Vice President, Head of Sales & Marketing at DIRECTV, emphasized the importance of collaboration. He remarked, "Advertising is now more automated and AI-driven collaboration across the ecosystem is essential." Groner underscored DIRECTV's commitment to ensuring that innovation adds value across the TV marketplace, reinforcing the significance of partnerships with companies like Magnite.

5. Conclusion: A New Era for Advertising

The launch of Magnite Orchestration marks a pivotal moment in the advertising industry, promising to enhance the efficiency and effectiveness of media transactions through advanced technology. By integrating AI into existing workflows, Magnite aims to create a more interconnected and streamlined advertising ecosystem. As the advertising landscape continues to evolve, Magnite's innovative approach positions it at the forefront of this transformation, paving the way for future advancements in agentic advertising.

Original press release