Magnite and ITN have expanded their partnership to bring agentic AI capabilities to local linear TV advertising. Magnite, the independent sell-side advertising company, and ITN aim to modernize local TV activation.
Local linear television companies previously used programmatic buying to deliver their inventory. This process shortened the several weeks required for the buying process to just hours. However, now these firms want to advance their efforts into agentic technology for local linear advertising.
ITN will integrate its new seller agent with Magnite’s Orchestration layer. This means that buyers will be able to activate and optimize their local linear inventory on a real-time basis.
“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.”
Agentic AI Streamlines Local TV Buying
Magnite and ITN will collaborate with their partners after completing the integration in Q4 2026. They will integrate the infrastructure of NXTv and the ClearLine execution system.
This strategy intends to boost the demand for the linear TV inventory locally. This will also enhance the efficiency of conventional buyers as well as digital buyers. The workflow strategy links the planning and implementation of a campaign together.
“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.”
Agents can handle impression-based forecasting and media planning for buyers. These campaigns will then be approved much faster by teams. Once approved, these campaigns will be executed via the ClearLine platform of Magnite. The buyer agent of Magnite also allows for omnichannel advertising possibilities.
Advertisers may use one RFP and one budget for local linear TV and CTV advertising. In addition, advertisers may predict their omnichannel reach, plan their campaigns, and get efficient reporting. Such an option eliminates any friction between the linear TV and CTV buying process. Dano Ehler, Chief Revenue Officer and Co-Founder at Digital Marketing Group, welcomed this news.
“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.”
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News Source: GlobeNewswire.com
