Magnite (NASDAQ: MGNI) announced the launch of its first agentic advertising campaign in the EMEA region, executed in collaboration with programmatic trading desk Amnet France on behalf of an automotive manufacturer client.

The campaign used natural language prompts to build and activate a connected TV (CTV) video campaign through Magnite's ClearLine platform. Magnite's buyer agent communicated with its seller agent via Magnite Orchestration to identify and activate relevant CTV inventory aligned with campaign objectives, replacing manual configuration of campaign settings, publisher identification, and deal structuring.

According to the company, the campaign resulted in an approximately 70% reduction in campaign setup time and a video view-through rate (VTR) of 95%.

Barbara Thuillier-Romeri, Ad-Tech Manager at Amnet France, said the collaboration offered an opportunity to evaluate how the buyer agent could "enhance the way our teams execute campaigns and drive stronger outcomes."

Edouard Schmidt, Commercial Director for France at Magnite, said the buyer agent is "embedded directly into the buying workflow," allowing it to surface optimization opportunities as they emerge so buyers can act on them faster.

Magnite describes itself as the largest independent sell-side advertising company. Amnet France, founded in 2012, operates as a programmatic trading desk serving more than 200 advertisers in France and internationally.