Magnite and Amnet France have launched an agentic advertising campaign in EMEA, utilizing natural language prompts to automate CTV inventory discovery and activation. The pilot reported a 70% reduction in campaign setup time and a 95% video view-through rate for an automotive client.
The successful pilot by Magnite and Amnet France demonstrates that agentic AI can move beyond generative chat into functional execution within the programmatic stack. By automating the identification of premium CTV supply and deal creation, the technology shifts the role of the trading desk from manual configuration to high-level strategy. This development suggests a broader industry move toward intent-based buying, where natural language replaces complex UI navigation. As these tools mature, the competitive advantage will likely shift toward platforms that can best connect buyer intent to real-time execution. Watch for Magnite to expand these agentic capabilities to more EMEA clients to validate if these efficiency gains scale across diverse regulatory and language markets.
The industry is seeing a surge in agentic AI advertising workflows as platforms look to reduce the manual overhead associated with complex programmatic dealmaking. Recent efforts also include Magnite and ITN automating local linear TV buying through similar agentic frameworks, while agencies like Digitas North America are deploying creative agents to further streamline campaign development. As these performance CTV solutions gain traction, advertisers are increasingly prioritizing AI-driven media buying workflows to optimize ROAS, often leveraging natural language ad campaigns to simplify the process.
Magnite and Amnet France have launched the first agentic CTV campaign in the EMEA region. By using natural language prompts to automate inventory discovery and deal creation, the pilot reduced manual setup time by 70%. This shift demonstrates how agentic AI can move programmatic advertising toward efficient, intent-based buying strategies.
The pilot achieved a 95% video view-through rate for an automotive client and reduced campaign setup time by 70%.
The campaign uses natural language prompts to allow a buyer agent to communicate directly with a seller agent, automating inventory discovery and deal creation instead of relying on manual configuration.
The campaign utilized the ClearLine platform and Magnite Orchestration to identify premium inventory.
It signals a move toward intent-based buying, where natural language replaces complex UI navigation, allowing trading desks to focus on high-level strategy rather than manual configuration.
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