EMEA is going agentic.
SSP Magnite says it has launched its first agentic media-buy in EMEA, working with Amnet France on a CTV campaign for an unnamed automotive brand.
Using natural-language prompts, Amnet used Magnite’s Buyer Agent, an AI tool for setting up and activating campaigns, to build and launch the campaign through ClearLine, Magnite’s direct buying platform. Magnite says the process cut campaign setup time by roughly 70% while delivering a 95% video view-through rate.
Why This Matters:
Of course, advertisers are increasingly interested in agentic ad buying as a way to automate the manual work involved in planning and executing campaigns. According to IAB data cited by EMARKETER, two-thirds (66%) of advertisers said they’re focusing more on agentic media buying in 2026.
The Magnite-Amnet campaign offers another real-world test of that value/potential. Instead of manually selecting publishers, configuring campaign settings and building deals, Amnet gave Magnite’s Buyer Agent its objectives. The Buyer Agent then communicated with Magnite’s Seller Agent to find and activate appropriate premium CTV inventory.
The campaign also reflects a more agentic shift in Magnite’s positioning. Agentic buying felt more closely associated with rival SSP PubMatic earlier this year, but Magnite has increasingly pushed into the conversation, launching its Buyer Agent in April and Magnite Orchestration in June before bringing the technology into more commercial CTV use cases.
Experts React:
Here’s what Magnite’s Edouard Schmidt, the company’s Commercial Director out of France, had to say about the partnership:
“AI is only as valuable as the inventory and data it can access. Because Magnite’s buyer agent is embedded directly into the buying workflow, it can surface optimisation opportunities as they emerge and allows buyers to act on them faster to improve both operational efficiency and campaign performance. The results achieved with Amnet reinforce the value of connecting intelligence directly to execution, and we’re excited to build on that momentum with more clients across EMEA.”
Our Take:
The 70% setup-time reduction is probably the key number to watch here. Agentic advertising has seen no shortage of ambitious promises. Proving that agents can eliminate actual campaign grunt work is a much more tangible/easily understood selling point. And Magnite clearly wants a bigger role in the agentic adtech conversation, overall.
