Magnite, the independent sell-side advertising company, and LG Ad Solutions have extended their partnership, with Magnite’s SpringServe to continue as LG Ad Solutions’ exclusive CTV video ad server and Magnite as a preferred programmatic partner across North America, APAC, and EMEA.
As part of the three year expansion, LG Ad Solutions has made its home screen inventory available for agentic buying through Magnite’s seller agent, to build on the companies’ existing programmatic integration.
Independent advertising agency H/L was the first buyer to activate LG Home Screen inventory using Magnite’s agentic buying capabilities, on behalf of the Northern California Toyota Dealers Association. Timed to the autumn football season, the campaign moves from media planning to execution through a single path to eliminate the manual steps typically required to launch a high-impact streaming campaign.
“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. 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,” said H/L VP Jeremy Cobb.
“Our expanded relationship with LG Ad Solutions reflects a shared desire to innovate at the speed of the market. 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,” said Magnite group VP revenue Mike Laband.
“The Home Screen is where the streaming experience begins and where discovery can shape what viewers choose next. 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,” LG Ad Solutions EVP of global operations.
The expanded partnership has also strengthened the connection between LG Ad Solutions’ ad serving and programmatic buying infrastructure through Magnite’s SpringServe and ClearLine platforms.
