Magnite and ITN Expand Partnership to Introduce Agentic AI Solution for Local Linear TV
Expanded Magnite–ITN integration uses agentic AI to automate local linear TV and connect it with CTV buying in a single workflow.
Rhea-AI Summary
Magnite (MGNI) and ITN are expanding their partnership to introduce an industry-first agentic AI integration for local linear TV buying via Magnite Orchestration. The integration connects ITN’s newly launched seller agent to Magnite’s platform to automate and optimize high-value local linear inventory and advanced audiences.
The companies plan full integration in Q4 2026 and are working with key partners to pioneer the new workflow. By combining ITN’s proprietary NXTv infrastructure with Magnite’s ClearLine execution platform, the solution compresses a traditionally multi-week local linear buying process into hours, generates impression-based forecasts and media plans, and routes approved campaigns through ClearLine for rapid activation. Magnite’s buyer agent also lets advertisers submit a single RFP and budget across local linear and CTV, forecast omnichannel reach, and receive unified reporting.
Positive
- None.
Negative
- None.
Key Figures
- Local linear buying process
- Multi-week to hours
- Process transformation enabled by the partnership
- Full integration timing
- Q4 2026
- Planned integration of ITN's seller agent into Magnite Orchestration
Historical Context
-
Magnite launched an agentic CTV campaign with Amnet France, reporting faster setup and a 95 video view-through rate
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Key Terms
agentic technical
programmatic technical
rfp financial
AI-generated analysis. How Rhea-AI works. Not financial advice.
Industry-first agentic integration via Magnite Orchestration automates local linear buying, transforming a multi-week process into a matter of hours
NEW YORK, Sept. 10, 2026 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, and ITN, the ad-tech company focused on modernizing local TV activation, have expanded their partnership to bring agentic capabilities to local linear advertising. After successfully making local linear TV available programmatically, transforming a multi-week buying process into a matter of hours, the companies are taking the next leap forward. By integrating ITN's newly launched seller agent into Magnite’s Orchestration layer, the partnership provides buyers with real-time activation and optimization of high-value local linear inventory and advanced audiences.
Magnite and ITN are working with key partners to pioneer this advancement following the full integration in Q4 2026. By combining ITN’s proprietary NXTv infrastructure with Magnite’s ClearLine execution platform, the partnership will expand demand for local linear TV by increasing efficiency for traditional buyers while broadening access for digital-first buyers.
This agentic workflow enables buyers to move seamlessly from planning to execution in a fraction of the time. Agents generate impression-based forecasts and media plans, enabling teams to instantly review, approve, and activate campaigns. Once approved, execution flows through Magnite’s ClearLine infrastructure, significantly accelerating time-to-launch.
When leveraging Magnite’s buyer agent, advertisers gain access to Magnite’s comprehensive supply ecosystem, unlocking unique advantages for omnichannel buys. Magnite’s buyer agent enables buyers to submit a single RFP and budget across both local linear and CTV, forecast omnichannel reach and book campaigns, and receive streamlined reporting. By removing friction between linear and CTV buying, Magnite empowers advertisers to holistically plan, allocate, and optimize their total TV spend in one place.
“At DMG, we’re always looking for new ways to give our clients access to premium inventory while maintaining the efficiency of digital buying,” said Dano Ehler, Chief Revenue Officer and Co-Founder at Digital Marketing Group (DMG). “The ability to bring linear television inventory into a more streamlined programmatic workflow is an exciting evolution and creates additional opportunities for the advertisers we serve.”
“What ITN and Magnite are building represents an important evolution for local linear television,” said Joe Cerone, Founder of Cerone Advisory Group. “The addition of agentic capabilities builds on the programmatic foundation already in place and brings the industry another step closer to aligning local linear with the technology, workflows and expectations that define modern media buying.”
"Local linear TV remains a powerful medium for reaching audiences but the operational friction of buying local linear TV inventory has historically limited its growth," said Matt McLeggon, SVP, Advanced Solutions at Magnite. "By bringing ITN’s seller agent into Magnite Orchestration, we’re providing a streamlined agentic process that bridges traditional IO-based workflows with programmatic execution. This further unlocks previously untapped local linear inventory for advertisers and builds on our efforts to help local linear broadcasters more effectively monetize."
"ITN has long been focused on modernizing how local linear TV is bought and activated. By connecting our proprietary technology infrastructure directly into Magnite's Orchestration layer, we are eliminating weeks of back-and-forth operational drag," said Craig Sulema, Chief Investment Officer at ITN. "This agentic integration transforms our vision for programmatic local linear TV into a frictionless reality, enabling both TV and digital buyers to execute local linear campaigns with unprecedented speed, efficiency and scale."
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
Media Contact:
Charlstie Veith
cveith@magnite.com
Investor Contact:
Nick Kormeluk
nkormeluk@magnite.com
About ITN
ITN is an ad tech company focused on modernizing how local TV inventory is bought and activated. Its proprietary technology infrastructure powers managed and self-service solutions that simplify and automate how local TV is transacted across broadcast, cable and streaming at the national, regional and local levels. ITN helps agencies operate more efficiently and deliver greater value for their clients while creating new demand opportunities for media suppliers. By bringing local TV into the programmatic era, ITN enables advertisers to realize the reach and impact of local TV with more digital-like execution. For more information, visit itn.tv
Media Contact:
Craig Sulema
CSulema@itnnetworks.com
FAQ
When is the full Magnite–ITN agentic integration for local linear TV expected to be completed?
The full integration of ITN’s seller agent into Magnite’s Orchestration layer is expected to be completed in Q4 2026, and Magnite and ITN are working with key partners around this rollout.
What new capabilities does the Magnite buyer agent provide for advertisers?
Magnite’s buyer agent lets advertisers submit a single RFP and budget covering both local linear and CTV, forecast omnichannel reach, book campaigns, and access streamlined reporting, enabling holistic planning, allocation, and optimization of total TV spend in one place.
How does the new agentic workflow change the local linear TV buying process?
The agentic workflow transforms a multi-week manual buying process into one that can be completed in a matter of hours. Agents generate impression-based forecasts and media plans for teams to review and approve, after which campaigns are automatically executed through Magnite’s ClearLine infrastructure.