Magnite and ITN Bring Agentic AI to Local Linear TV Ad Buying

Ad-tech firm Magnite and TV ad sales company ITN have expanded their partnership to roll out an agentic AI solution aimed at automating the purchase of local linear television advertising, according to an announcement Wednesday.

The integration, built on Magnite’s Orchestration platform, is described by the companies as an industry first. By using autonomous AI agents to handle local linear TV transactions, the system compresses a buying process that traditionally stretches across multiple weeks into a matter of hours, the release said.

Local linear television has long been a manually intensive corner of the advertising market. Buyers and sellers typically negotiate spot-by-spot across numerous local stations, a workflow that contrasts sharply with the automated programmatic pipelines that dominate digital advertising. Agentic AI — software agents that can execute multi-step tasks with limited human intervention — has emerged as a focus area for ad-tech vendors seeking to bring similar efficiency to legacy media channels.

For Magnite, the move extends an existing relationship with ITN and builds on its positioning as an independent sell-side platform serving publishers across channels. The company operates in the advertising agencies industry within the communication services sector.

Magnite shares closed at $24.14, down 3.36% from the prior close of $24.98, giving the company a market capitalization of roughly $3.48 billion.

What to watch

• Magnite’s next quarterly earnings report, where management may detail adoption of Orchestration and agentic workflows
• Further partnership announcements extending agentic AI to other channels or markets
• Competing sell-side platforms’ responses in the automated linear TV advertising space

Source: original release