newsfilter
← Latest News
GlobeNewswire·

Magnite Advances Agentic Vision as Major Media Owners, Buyers and Technology Players Leverage Orchestration Layer

  • Magnite announced expanded omnichannel capabilities & third-party integrations for its Magnite Orchestration coordination layer on Sept. 16, 2026.
  • The new features enable AI-driven buying systems to discover, evaluate, activate, & optimize premium inventory across Linear & Addressable TV, Streaming TV High-Impact Formats, Digital Audio, & High-Attention Display & Online Video.
  • Specific integrations include ITN for linear TV, DIRECTV Advertising for addressable TV, Samsung Ads for interactive TV units, & iHeartMedia for audio inventory.
  • Magnite Orchestration operates as a neutral layer allowing seller agents, agencies, & ISVs like Newton Research to bring custom execution models while featuring native interoperability with Databricks.
  • President Sean Buckley stated the platform aims to transform media buying by connecting agents across all screens to drive the next wave of advertising dollars into agentic workflows.
  • Key partners including Butler/Till, DIRECTV Advertising, & TF1 PUB are adopting the platform to enhance inventory discovery, authentication, & efficiency in agentic strategies.
  • Magnite (NASDAQ: MGNI) remains the world's largest independent sell-side advertising company with offices across North America, EMEA, LATAM, & APAC.