Magnite has announced an expansion of AI capabilities across its platform, including a new buyer agent tool being tested by Kepler and MiQ with access to Disney Advertising inventory, alongside AI-powered mediation enhancements for publishers within its SpringServe video platform.
The publisher-side upgrades include anomaly detection, demand path optimisation and dynamic pricing tools that adjust to changing market conditions.
On the buy side, Magnite is also working with Publicis Media Exchange on seller agent-driven workflows.
"AI is creating an opportunity to bring greater intelligence and efficiency to every part of the advertising workflow," said Sean Buckley, president of revenue and market strategy at Magnite.
"By advancing mediation within SpringServe, we're helping publishers gain clearer visibility into performance, automate optimisation, and make more confident decisions about their business."
Magnite said its approach to agentic AI is built around interoperability, allowing partners to use third-party agents within its framework alongside its own buyer and seller agents.
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