Magnite has launched a new media buying agent, a sell-side platform product aimed at advertising clients. This new offering launches with a direct connection to Disney's advertising inventory, allowing buyers to access Disney's ad opportunities through Magnite's platform.
Magnite is now offering advertisers a direct path into Disney inventory through its new media buying agent, combining sell-side software with a named premium streaming ad source. That matters because it makes the buying workflow more tightly tied to a specific inventory partner rather than a generic marketplace. In the streaming ad stack, the Disney connection is the concrete signal here: Magnite is pairing product launch with supply access. The next detail to watch is whether Magnite expands similar direct inventory links beyond Disney or keeps the offering centered on that single connection.
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