The largest independent sell-side ad company is adding AI features
Magnite, the largest independent sell-side ad company, has announced an expansion of its AI capabilities aimed at enhancing human decision-making for buyers and media owners.
The features focus on helping ad teams use real-time signalling more efficiently to streamline operations. Magnite has also updated its ad mediation technology within the SpringServe video platform to provide a “centralised view of monetisation and greater control over how demand is activated and optimised”.
The new AI-powered tools include demand path optimisation, anomaly detection to identify changes in auction performance, and dynamic pricing tools that enable users to adjust pricing in response to evolving market conditions.
“As programmatic workflows become more complex, there’s a growing opportunity to use AI to simplify execution,” said Jake Hohlfelder, Director, Head of Programmatic COE at Kepler.
“As one of the first partners testing Magnite’s buyer agent technology, we’re seeing how AI can streamline execution and help us respond more quickly to performance signals. That speed and adaptability are increasingly important for delivering better outcomes for our clients in an intricate media environment.”
The update also signals a shift towards agentic technology. This includes a new buyer agent designed to support activation, optimisation, and performance management.
For advertisers, this brings enhanced capabilities, as well as more accurate and streamlined tracking metrics and interoperability. Advertising workflows continue to evolve in response to the pace of change across the sector.
Speed and agility in decision-making and campaign management are becoming increasingly important, with AI agents offering a way to act on real-time data across platforms.
Alongside these developments, Magnite is working with Publicis Media Exchange (PMX) to “drive innovation on behalf of marketers”.
“At PMX, we’re focused on applying technology in ways that create tangible value for our clients,” said Eyal Ebel, Senior Vice President, Platform Partnerships at PMX.
“Ongoing testing of agentic AI workflows is helping us learn how to better analyse supply, generate meaningful market insights, and streamline activation, ensuring we remain at the forefront of innovation for our clients.”
