Magnite and LG Ad Solutions Expand CTV Partnership with Agentic Buying
Magnite and LG Ad Solutions have announced a significant three-year extension of their global partnership, marking a major step forward in programmatic connected TV (CTV) advertising. The expanded relationship strengthens Magnite’s role as LG Ad Solutions’ exclusive CTV video ad server through SpringServe, while positioning Magnite as a preferred programmatic partner across North America, APAC, and EMEA.
The partnership carries particular significance for advertisers and agencies in Australia and New Zealand, where the programmatic CTV market continues to mature. By expanding programmatic access to LG’s streaming video inventory—including the FAST service LG Channels—the deal opens new opportunities for ANZ agencies and brands to reach audiences across LG’s CTV environment and incorporate premium inventory into broader media plans.
Automating the Buying Experience
One of the most innovative aspects of this expanded partnership is the introduction of agentic buying capabilities for LG Home Screen inventory. Through Magnite’s Seller Agent technology, advertisers can now access and activate LG Home Screen inventory with significantly reduced manual friction—a development that signals the industry’s broader shift toward AI-driven automation in ad buying.
Independent advertising agency H/L became the first buyer to activate LG Home Screen inventory using Magnite’s agentic buying capabilities, launching a campaign on behalf of the Northern California Toyota Dealers Association timed to the fall football season. The campaign demonstrated the real-world impact of automation: media planning and execution moved through a single integrated path, eliminating the manual steps typically required to launch high-impact streaming campaigns.
“As the first agency to activate home screen agentic ads through Magnite and LG Ad Solutions, we can move faster, reduce technical friction and create real audience connections on the largest screen in the home,” said Jeremy Cobb, VP at H/L. “Our clients get direct access to premium home screen inventory through the same stack as everything else we manage. It’s simpler, faster and built for performance.”
Simplifying Premium CTV Access
For the ANZ market specifically, the partnership enables access to LG Home Screen inventory on a programmatic guaranteed basis through Magnite’s existing SpringServe integration. This means Australian and New Zealand advertisers and agencies can now leverage these premium placements with more streamlined and automated workflows—essential as the region’s CTV market continues to develop.
The expanded partnership also deepens the technical connection between LG Ad Solutions’ ad serving and programmatic buying infrastructure. By integrating Magnite’s SpringServe and ClearLine platforms, the companies have created a more direct and efficient path between LG’s premium CTV inventory and advertisers. This unified approach reduces the complexity typically associated with managing multiple vendor systems.
“Our expanded relationship with LG Ad Solutions reflects a shared desire to innovate at the speed of the market,” said Mike Laband, Group SVP, Revenue at Magnite. “By deploying our agentic technology for LG Home Screen inventory, we’re replacing manual execution with automated, high-precision workflows. Combined with LG Ad Solutions’ expanded use of ClearLine, we are creating simpler, more automated ways for buyers to access and activate LG inventory.”
The Home Screen as a Premium Inventory Opportunity
LG Ad Solutions views the Home Screen as a strategic asset in the streaming ecosystem—a critical touchpoint where the viewing experience begins and where discovery shapes viewer choices. By making this inventory more accessible through automation, the partnership positions LG Home Screen placements as a more viable component of integrated media strategies.
“The Home Screen is where the streaming experience begins and where discovery can shape what viewers choose next,” said Kelly McMahon, EVP, Global Operations at LG Ad Solutions. “Expanding our partnership with Magnite makes it easier for advertisers to buy the Home Screen through new, more automated ways of working. As buying evolves, we want to make it easier for advertisers to take advantage of everything the Home Screen can offer.”
GenAI Integration and Future Innovation
LG Ad Solutions has also emerged as an early adopter of Magnite’s generative AI capabilities, having announced at NewFronts its deployment of Magnite’s creative agent to generate Home Screen and video ad units. This integration of AI-driven creative generation alongside programmatic buying automation signals a broader industry trend toward end-to-end AI-powered advertising workflows.
For podcast producers, audio engineers, and marketers working with Podwires partners who operate in the broader digital advertising ecosystem, this partnership demonstrates how automation and integration are reshaping premium inventory access. As CTV and streaming continue to intersect with podcast advertising strategies, understanding these developments helps inform cross-platform media planning and buyer workflows.
The three-year extension reflects both companies’ commitment to innovation and efficiency—priorities that resonate across all forms of digital media, including the podcast industry.
Source: Podwires Newsletter
