Magnite announced expanded omnichannel capabilities and third-party integrations for Magnite Orchestration, a coordination layer connecting agents in a shared environment so AI-driven buying systems can discover, evaluate, activate, and optimize premium omnichannel inventory. The added supported formats include Linear & Addressable TV, extending real-time agentic workflows across television and connecting digital-first buyers to local linear inventory through ITN’s technology and to addressable TV supply through partners including DIRECTV Advertising; Streaming TV High-Impact Formats, extending real-time agentic decisioning into native TV environments including interactive home screen unit ad placements across supply from Samsung Ads; Digital Audio, standardizing buyer-agent requests across live audio streams and podcast environments with access to inventory from iHeartMedia; and High-Attention Display and Online Video, enabling real-time custom audience packaging across web and mobile inventory via conversational or automated buyer-agent prompts. Magnite Orchestration operates as a neutral layer connecting third-party agents and allowing seller agents, agency holding companies, independent agencies, and independent software vendors such as Newton Research to bring their own execution and optimization models, with native interoperability with platforms including Databricks. Sean Buckley, President, Revenue & Market Strategy at Magnite, said agentic AI will fundamentally transform how media is bought, sold, and experienced. Butler/Till Chief Product Officer Manny Puentes said the industry has needed a connective fabric.