LG Ad Solutions and Magnite have extended their partnership for three years and opened LG’s Home Screen inventory to agentic buying through Magnite’s Seller Agent.
Under the agreement, Magnite’s SpringServe remains LG Ad Solutions’ exclusive CTV video ad server, and Magnite continues as a preferred programmatic partner across North America, APAC and EMEA. The new element is the ability for agencies to activate Home Screen placements through agentic workflows, reducing the manual steps between planning and execution.
Independent agency H/L is the first buyer to use the capability, running a campaign for the Northern California Toyota Dealers Association timed to the fall football season. Jeremy Cobb, VP at H/L, said the approach lets the agency move faster and access premium home screen inventory through the same stack used for other media.
Mike Laband, Group SVP of Revenue at Magnite, said the expanded relationship replaces manual execution with automated workflows. Kelly McMahon of LG Ad Solutions noted that the Home Screen is where the streaming experience begins and that easier access helps advertisers take advantage of that placement.
The deal adds another layer of automation to connected TV advertising, particularly for the high-visibility home screen moment before viewers open individual apps.
Source: Magnite / LG Ad Solutions
