Magnite Launches AI-Powered Buyer Agent

Magnite has announced a significant expansion of AI capabilities across its platform, including a new buyer agent tool currently being tested by Kepler and MiQ with access to Disney Advertising inventory. On the publisher side, Magnite has introduced AI-powered mediation enhancements within its SpringServe video platform, including anomaly detection, demand path optimisation and dynamic pricing tools that adjust to changing market conditions. The company is also working with Publicis Media Exchange on seller agent-driven workflows, with its broader approach to agentic AI built around interoperability — allowing partners to deploy third-party agents alongside Magnite's own buyer and seller agents.

"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 optimisation, and make more confident decisions about their business." — Sean Buckley, President of Revenue and Market Strategy, Magnite

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