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Magnite is expanding the omnichannel capabilities and third-party integrations for Magnite Orchestration, a neutral coordination layer built to handle AI-driven media buying workflows.
Powering AI Workflows Across Linear and Streaming TV
According to Sean Buckley, President of Revenue and Market Strategy at Magnite, the platform allows buyer-side and seller-side AI agents to discover, evaluate, activate, and optimize premium inventory. This spans linear and addressable television, streaming TV, digital audio, display, and online video.
The updated infrastructure brings real-time, agent-driven workflows to multiple media channels at once. In linear and addressable television, users get access to local TV inventory via ITN technology. Addressable TV inventory is available through partners such as DIRECTV Advertising.
For streaming TV, agentic decision-making now covers interactive home-screen formats on Samsung Ads inventory. Digital audio buyers can standardize requests across live audio streams and podcasts using iHeartMedia inventory. Meanwhile, display and video buyers can build custom audience segments instantly using conversational or automated queries.
Integrating Third-Party Agents and Tech Platforms
Magnite Orchestration connects directly with third-party agents. This lets seller-side AI agents, agency groups, independent agencies, and independent software vendors like Newton Research use their own execution and optimization models.
Additionally, the coordination layer features native interoperability with major technology platforms, including Databricks.
Industry Leaders Weigh In on Agentic Transformation
Industry executives point out that agentic AI is ready to reshape media transactions entirely.
« AI agentic will deeply transform the way media is bought, sold, and consumed », Buckley stated. « On high-value channels like streaming and audio, transactions require a deep knowledge of inventories and a level of trust on the part of publishers that tools offering only a superficial vision cannot guarantee. »
Evaluating CTV Adoption and Cross-Platform Connectivity
TF1 PUB currently uses Magnite’s SpringServe to run Cover+. Now, the company is evaluating how Orchestration can better connect buyer intent directly to its inventory.
« We consider agentic AI as an important element of the future of media buying, with the potential to favor a broader adoption of CTV », said Adam Marki, Managing Director of Digital at TF1 PUB.
Other partners emphasize the urgent need for cross-platform connectivity.
Manny Puentes, Chief Product Officer at Butler/Till, noted that the sector has long required a connective tissue to link disparate platforms instead of forcing them to operate in silos.
At the same time, Amy Leifer, Chief Advertising Officer at DIRECTV Advertising, adds that while artificial intelligence changes how media is planned and bought, advertiser priorities remain centered on trusted partners, premium environments, and measurable results as Magnite Orchestration expands its AI-driven workflows into television.
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