Magnite Inc. (NASDAQ: MGNI) announced the expansion of artificial intelligence capabilities designed to assist media owners and buyers in decision-making processes. The independent advertising technology company said it is enhancing its SpringServe video platform with AI-supported mediation features.

The new AI features include anomaly detection for identifying shifts in auction performance, demand path optimization tools, and dynamic pricing capabilities that adjust to market conditions. Magnite said these additions will provide media owners with centralized monetization views and greater control over demand activation.

The company is also developing agentic AI-driven tools, including a buyer agent being tested by Kepler and MiQ with access to Disney Advertising inventory. Publicis Media Exchange is collaborating with Magnite on innovation initiatives for marketers.

"At Disney Advertising, we're always looking for ways to remove friction and make it easier to transact," said Jamie Power, SVP of Addressable Sales at Disney Advertising. "This work with Kepler, Magnite and MiQ is squarely focused on workflow automation – using agent-driven technology to streamline how buyers and sellers operate."

Jake Hohlfelder, Director and Head of Programmatic COE at Kepler, said the company is testing Magnite's buyer agent technology to streamline execution and respond to performance signals. MiQ's Global Strategy and Partnerships Director Georgiana Haig noted that Magnite's approach to agent-driven workflows aligns with the company's strategy for building scalable solutions.

Spectrum Reach, the advertising sales business of Spectrum, is working with Magnite to utilize both AI-enabled mediation and agentic capabilities. The company said its approach centers on interoperability and will include collaboration with partners using third-party agents.

The information is based on a company press release statement.