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Magnite and LG Ad Solutions Extend CTV Advertising Partnership for Three Years

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MGNI$25.32 0.96%

Magnite, Inc. (NASDAQ:MGNI) and LG Ad Solutions have agreed to a three-year extension of their advertising partnership. Under the deal, Magnite will maintain exclusive connected television video ad serving through its SpringServe platform and remain a preferred programmatic partner across North America, Europe, the Middle East, Africa, and the Asia-Pacific region. LG Ad Solutions is also opening its smart TV home screen inventory to automated agentic buying via Magnite's Seller Agent tool.

The expanded agreement streamlines how advertisers purchase connected television inventory by connecting ad serving directly with programmatic execution. Independent ad agency H/L has already launched the first campaign using these automated capabilities on behalf of the Northern California Toyota Dealers Association, bypassing standard manual setup steps.

Investors and industry observers will be watching how quickly automated ad purchasing expands across connected TV platforms, as well as the broader adoption of generative artificial intelligence tools like Magnite's creative agent for video ad generation.

Key points

  • Magnite, Inc. (NASDAQ:MGNI) and LG Ad Solutions extended their advertising partnership for three years.
  • SpringServe remains the exclusive video ad server for LG Ad Solutions across North America, APAC, and EMEA.
  • LG Ad Solutions is opening its home screen ad inventory to automated agentic buying through Magnite's Seller Agent.
  • Ad agency H/L became the first buyer to activate LG home screen inventory using the new agentic buying tools.

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Questions and answers

What is the new agreement between Magnite and LG Ad Solutions?

Magnite and LG Ad Solutions signed a three-year partnership extension. Magnite will serve as the exclusive CTV video ad server through SpringServe and remain a preferred programmatic partner, while adding automated agentic buying capabilities for LG Home Screen ad inventory.

Who is the first buyer using Magnite and LG's agentic buying feature?

Advertising agency H/L is the first to activate LG Home Screen ad space using Magnite's agentic buying tool, launching a campaign on behalf of the Northern California Toyota Dealers Association.