Developing
Terms, pricing and measurement results were not disclosed, and the first campaign ran in Northern California only.
In 60 seconds
- LG Ad Solutions and Magnite extended their partnership by three years; Magnite's SpringServe stays LG's exclusive CTV video ad server.
- LG Home Screen inventory becomes available for agentic buying through Magnite's Seller Agent.
- Agency H/L ran the first campaign, for the Northern California Toyota Dealers Association.
- LG says about 97% of its smart TV users start on the Home Screen; the figure is company-reported.
Impact Layer
- What changed
- A large TV maker's home-screen ads can now be bought by software agents through a seller-side agent.
- Why it matters
- It is one of the first named uses of agent-to-agent buying on premium CTV supply, which tests whether agents can replace manual set-up.
- Who is affected
- CTV buyers, agencies and publishers evaluating agentic buying.
- Martech stack area
- AI, Advertising
- Stack impact
- If you buy LG Home Screen inventory, ask your agency which path and protocol it uses, and ask for performance results before moving budget.
- Business impact
- Moderate Based on PPC Land's report of a company announcement. Financial terms, performance and the buyer-agent set-up were not disclosed.
- Related technologies
- What to watch
- Results from H/L's campaign, pricing for agent-bought versus direct inventory, and whether other DSPs can use the path.
LG Ad Solutions and Magnite announced on October 14, 2026 a three-year extension of their partnership, according to PPC Land.
What was announced
- Magnite’s SpringServe stays LG Ad Solutions’ exclusive CTV video ad server.
- Magnite remains a preferred programmatic partner in North America, APAC and EMEA; the exclusivity covers CTV video ad serving, not programmatic selling in general.
- LG Home Screen inventory becomes available for agentic buying through Magnite’s Seller Agent.
- LG will make wider use of ClearLine.
The first campaign
Independent agency H/L bought the first campaign for the Northern California Toyota Dealers Association, timed to the fall football season. The companies say it moved from planning to execution through a single path. No reach, completion, set-up time or sales data was released.
Company figures
LG says about 97% of LG Smart TV users start on the Home Screen, averaging three visits a day. These are company-reported and unaudited.
Not stated
Deal value, revenue share, the markets covered, which buyer agent or protocol H/L used, pricing against direct buys, and whether LG first-party data is exposed to agents.
Our read
The announcement shows the plumbing exists. It does not yet show that agents buy better than people, and the companies released no results.
Sources
- PPC Land: LG opens Home Screen ads to Magnite's AI agent in three-year deal (opens in a new tab)
Source for the deal terms that were announced, quotes, figures and omissions.