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Three-year agreement maintains SpringServe as LG Ad Solutions’ exclusive CTV video ad server and opens Home Screen inventory to automated buying through Magnite’s Seller Agent
Magnite (NASDAQ: MGNI), an independent sell-side advertising company, and LG Ad Solutions have extended their partnership for three years, strengthening their collaboration across connected TV (CTV) advertising and programmatic buying.
Under the agreement, Magnite’s SpringServe will remain LG Ad Solutions’ exclusive CTV video ad server, while Magnite will continue as a preferred programmatic partner across North America, Asia-Pacific (APAC), and Europe, the Middle East and Africa (EMEA).
The expanded partnership also makes LG Ad Solutions’ Home Screen inventory available for agentic buying through Magnite’s Seller Agent, extending the companies’ existing programmatic integration.
First Campaign Activates Agentic Home Screen Buying
Independent advertising agency H/L became the first buyer to activate LG Home Screen inventory using Magnite’s agentic buying capabilities. The campaign, developed on behalf of the Northern California Toyota Dealers Association, is timed to the fall football season.
The workflow is designed to streamline the process from media planning to campaign execution, reducing manual steps typically involved in launching streaming advertising campaigns.
Jeremy Cobb, vice president at H/L, said the integration enables the agency to access premium Home Screen inventory through its existing advertising technology stack while reducing technical friction and accelerating campaign execution.
Automating Access to Premium CTV Inventory
Magnite said the expanded relationship reflects a shared focus on simplifying advertising workflows through automation. Its Seller Agent enables buyers to access and activate LG Home Screen inventory through more automated processes.
Mike Laband, group senior vice president of revenue at Magnite, said agentic technology can replace manual execution with automated workflows. He also highlighted LG Ad Solutions’ expanded use of Magnite’s ClearLine platform as part of the effort to simplify inventory access and campaign activation.
Kelly McMahon, executive vice president of global operations at LG Ad Solutions, said the Home Screen plays an important role in streaming discovery and that the expanded partnership is intended to make its advertising inventory easier for advertisers to buy.
Connecting Ad Serving and Programmatic Infrastructure
The agreement strengthens the connection between LG Ad Solutions’ advertising infrastructure and Magnite’s SpringServe and ClearLine platforms. The companies aim to create a more direct path between premium CTV inventory and advertisers while improving operational efficiency.
LG Ad Solutions has also adopted Magnite’s generative AI capabilities. At the NewFronts, the company announced its use of Magnite’s creative agent to generate Home Screen and video advertising units.
The latest expansion reflects the broader development of automated and AI-assisted buying in connected TV advertising, as publishers and advertisers seek more efficient ways to plan, activate, and manage campaigns across streaming environments.
