Buyer and Seller Agents Go to Work in CTV

Magnite said Amnet France used its Buyer Agent to build and activate a connected TV campaign for an automotive advertiser, the first agentic campaign run in EMEA. Amnet described the campaign in natural language, and Magnite's buyer and seller agents worked through Magnite Orchestration to find and activate CTV inventory, with setup time falling about 70%. Magnite VP of Agentic Jonathan Moffie said that mid-campaign "the agent flagged an under-delivering behavioral audience and recommended shifting budget toward a better-scaling contextual one," and the team acted on it. His framing of the moat is the point: "An agent is only as useful as the supply it can reach and the data it can access."

The crux

Agentic buying has moved from slideware to a real, revenue-generating CTV campaign, and the agent's value now turns on the supply and data it can reach, which is exactly the moat Magnite is claiming by routing agents through its own supply-side intelligence.

Sell-side read

A 70% cut in setup time is the first concrete proof that agents compress the sales cycle and reallocate spend mid-flight, which means yield management is becoming a real-time, machine-driven conversation. Publishers on Magnite's rails see that agentic spend first; those off-rail get dropped from the loop entirely.

Watch

Whether Magnite's agentic CTV play scales beyond this single EMEA automotive test, and whether rival SSPs such as PubMatic and OpenX answer with their own buyer-agent launches in the next quarter.