Magnite Inc. (NASDAQ: MGNI) announced the launch of Magnite Orchestration, a platform that connects AI-driven buyer and seller advertising agents within a shared environment. The company said the coordination layer enables buyers to link their agents to Magnite's seller agent and access premium inventory and automation tools.

The platform allows AI-driven buying systems to discover, evaluate, and activate omnichannel inventory across connected television, audio, and display formats. Publishers, buyers, and data providers can make proprietary audiences available to agents, enabling audience data to be packaged with premium supply.

Magnite is testing the expanded capabilities with partners including dentsu and DIRECTV Advertising. As part of the beta program, dentsu integrated its audience segments into Magnite's system, allowing teams to surface proprietary audience data during campaigns.

The Magnite Seller Agent enables publishers to create custom inventory and audience packages with flexible pricing and targeting controls, while making inventory discoverable for agent-to-agent transactions. The Magnite Buyer Agent allows users to create media plans from requests for proposals and discover available supply and audience opportunities.

"Agentic technology can reach its full potential when it is connected to the systems that power the transaction," said Sean Buckley, President of Revenue & Market Strategy at Magnite.

Nick Halas, Head of Product Strategy at dentsu, said the integration with Magnite provides a foundation for continued innovation with automated workflows. Drew Groner, Senior Vice President at DIRECTV, noted the importance of AI-driven collaboration across the advertising ecosystem.

Magnite describes itself as the largest independent sell-side advertising company, helping publishers monetize content across multiple formats and screens.