LG Ad Solutions has extended its partnership with Magnite for three years, maintaining SpringServe as its exclusive CTV ad server. The agreement also integrates LG Home Screen inventory into Magnite’s agentic buying tools to automate programmatic workflows for advertisers.
This extension signals a move toward reducing technical friction in the CTV ecosystem by replacing manual media planning with automated, agentic workflows. By making home screen inventory available through Magnite’s Seller Agent, LG is positioning the first point of viewer contact as a high-precision programmatic asset rather than a static placement. For the broader industry, this reflects a growing reliance on GenAI and automated tools to manage the complexity of fragmented streaming environments. The integration of ad serving and programmatic buying through a single stack suggests a push for greater supply-path optimization. Watch for whether other major OEMs adopt similar agentic buying tools to compete for local agency budgets like H/L.
LG Ad Solutions has extended its partnership with Magnite for three years, designating it as the preferred programmatic partner across North America, APAC, and EMEA. This deal integrates SpringServe and ClearLine to automate CTV home screen inventory buying, reducing manual friction and positioning viewer-facing placements as high-precision programmatic assets for advertisers.
The partnership between LG Ad Solutions and Magnite has been extended for a period of three years.
SpringServe remains the exclusive CTV ad server for LG under the terms of the extended agreement.
The independent agency H/L was the first to activate agentic ads for the Northern California Toyota Dealers Association.
Magnite Seller Agent is used to automate programmatic buying for LG home screen inventory, which helps reduce manual execution steps.
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source
