Magnite and LG Ad Solutions have extended their partnership for three years, expanding automated programmatic access to connected TV (CTV) advertising inventory and introducing agentic buying for LG’s Home Screen placements. The agreement keeps Magnite’s SpringServe as LG Ad Solutions’ exclusive CTV video ad server and designates Magnite as a preferred programmatic partner across North America, Asia-Pacific and Europe, the Middle East and Africa.
The expanded relationship connects LG’s premium television advertising inventory with Magnite’s programmatic infrastructure, including its Seller Agent technology. The integration is intended to reduce manual steps between campaign planning and execution, offering agencies a more streamlined way to activate advertising on the Home Screen, the interface viewers encounter when navigating their television’s streaming experience.
The announcement reflects a broader effort across advertising technology to use AI agents and automated workflows to simplify media transactions. However, agentic buying in this context should be distinguished from fully autonomous campaign management: the companies have described a more direct activation process, not a system that independently controls every aspect of media strategy or optimization.
First Campaign Activates LG Home Screen Inventory
Independent agency H/L is the first buyer to activate LG Home Screen inventory using Magnite’s agentic buying capabilities. The campaign, conducted for the Northern California Toyota Dealers Association and timed to the fall football season, demonstrates an initial commercial application of the integration.
According to the companies, the workflow enables the campaign to move from planning to execution through a single path, reducing the manual coordination traditionally involved in launching streaming advertising. H/L said the integration provides access to LG Home Screen inventory through the same technology stack it uses for other managed media.
The announcement does not disclose campaign spending, audience reach, conversion results or efficiency gains. The first activation therefore establishes a use case for the technology but does not yet demonstrate its performance at scale.
LG Home Screen placements offer advertisers a way to reach viewers within the television interface rather than exclusively through video advertisements played during streaming content. This creates a distinct inventory opportunity for brands seeking visibility during content discovery and navigation.
How Seller Agent Fits Into the Programmatic Ecosystem
Magnite’s Seller Agent is designed to facilitate agentic buying of publisher and platform inventory. By making LG Home Screen inventory accessible through this capability, the companies are extending automation beyond conventional in-stream video placements into the television interface itself.
For agencies, the potential benefit is fewer separate technical steps when accessing premium CTV inventory. For LG Ad Solutions, the integration could help connect its supply with more programmatic demand while maintaining its existing advertising infrastructure. Magnite’s continued role in ad serving and programmatic access also reinforces its position within LG’s monetization stack.
The partnership includes LG Ad Solutions’ expanded use of Magnite’s ClearLine platform, alongside SpringServe. The companies say the integration strengthens the connection between ad serving and programmatic buying, creating a more direct path between LG inventory and advertisers.
LG Ad Solutions has also adopted Magnite’s generative AI capabilities. The companies previously announced LG’s use of Magnite’s creative agent to generate Home Screen and video ad units, extending their collaboration from transaction infrastructure into advertising creative production.
Market Landscape: CTV Buying Moves Toward Automation
CTV advertising combines television-scale viewing environments with digital advertising’s data-driven buying methods. Yet campaigns can still involve separate systems for inventory discovery, planning, activation and creative preparation.
Agentic buying is emerging as one approach to reducing that operational complexity. Rather than relying exclusively on manual workflows and conventional platform integrations, agent-based systems aim to coordinate specific buying tasks through connected technology.
Magnite and LG’s expanded agreement illustrates how this approach may develop through established commercial partnerships. Instead of introducing an entirely separate marketplace, the companies are extending an existing programmatic relationship to new inventory and automated buying workflows.
The distinction matters for advertisers evaluating CTV technology. Easier activation does not automatically guarantee incremental reach, better targeting or improved campaign returns. Those outcomes depend on inventory quality, audience measurement, pricing, execution and campaign performance.
Strategic Outlook
The three-year extension gives both companies a longer-term framework for developing automated CTV advertising workflows across multiple regions. For Magnite, the agreement reinforces its position in sell-side infrastructure and creates another use case for its agentic capabilities. For LG Ad Solutions, it provides a path to make Home Screen inventory more accessible through existing programmatic relationships.
The next test will be whether additional agencies adopt the workflow and whether automation produces measurable improvements in activation time, operational costs and campaign outcomes. Transparency around agent permissions, transaction controls and reporting will also be important as agentic buying expands.
For advertisers, the immediate development is a new route to LG Home Screen inventory. For the wider CTV market, the partnership offers an example of how established supply-side platforms and television manufacturers are adapting their infrastructure to support more automated buying.
Top Insights
- Three-year extension: SpringServe remains LG Ad Solutions’ exclusive CTV video ad server.
- Agentic activation: LG Home Screen inventory is now available through Magnite’s Seller Agent.
- First buyer: H/L activated the inventory for the Northern California Toyota Dealers Association.
- Broader integration: SpringServe, ClearLine and Magnite’s creative agent support different parts of the advertising workflow.
- Performance remains unproven: The announcement provides no campaign-level metrics demonstrating efficiency or return on advertising spend.
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