Magnite and ITN bring AI agents to local linear TV buying, full rollout by Q4 2026

September 12, 2026 · ppc.land

ITN's seller agent, built for this expansion, now sits inside Magnite's Orchestration coordination layer, the companies said on September 10, 2026. The arrangement joins ITN's NXTv infrastructure to Magnite's ClearLine execution platform, with full integration targeted for the fourth quarter of 2026. Once live, the agents will generate impression-based forecasts and media plans so buying teams can review, approve and activate campaigns in a single pass, with execution then running through ClearLine. The step extends programmatic groundwork already in place: ITN's local linear supply-side platform went live in late 2024, connecting to a network of 75 broadcast ownership groups spanning more than 1,100 stations, and in May 2025 Magnite and ITN announced what they described as the first programmatic solution for local linear television in the United States.

Buying teams that plan local linear and CTV together currently manage two separate workflows, each with its own deal structures, insertion orders and approval steps. Once the integration is complete, a single request will be able to cover both local linear and CTV inventory, with the agents drafting a plan for one round of human approval before execution. Magnite has built this in stages over the past year: embedding a seller agent into SpringServe in December 2025, adding its own buyer agent in April 2026, and opening the Orchestration layer in June 2026 with dentsu and DIRECTV Advertising as beta partners. The ITN integration extends that structure from streaming supply into local linear. Joe Cerone, Founder of Cerone Advisory Group, called the work "an important evolution for local linear television" that builds on the programmatic base already in place.