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What It Is

Magnite's seller agent — a coordination layer for agentic buying, built on MCP and versatile across protocols.

What It Is

The Orchestration Agent is the buyer-facing surface of Magnite Orchestration, a coordination layer for agentic advertising.

Your buyer agent

Built and operated by the buyer

Connection layer
AdCP+ other protocols
Model Context Protocol (MCP) · foundation
Orchestration Agent

Magnite's seller agent — the coordination layer

Premium omnichannel inventory

CTV home screens Audio High-impact formats
Buyer agents connect over MCP — with support for layered protocols like AdCP — to reach Magnite's inventory through a single coordination layer.

The coordination layer

Buyers connect their own buyer agents to Magnite's seller agent and work against Magnite's pool of premium inventory and supply-side intelligence. Through this connection your agent can:

  • Create media plans from a simple RFP or brief.
  • Discover available supply and audience opportunities.
  • Activate omnichannel campaigns across CTV home screens, audio, and other high-impact formats.

Magnite Orchestration is in active development and testing with early partners, including dentsu and DIRECTV Advertising.

Compatibility

Built on the Model Context Protocol (MCP) as its foundation, the Orchestration Agent is architected to be versatile — designed to support layered extensions like the Advertising Context Protocol (AdCP) today, and to adapt to other similar protocols as the agentic advertising ecosystem evolves.

AdCP gives buyer- and seller-side agents a shared language for campaign goals, inventory, and audience signals. This server supports the AdCP get_adcp_capabilities, get_products, create_media_buy, get_media_buys, and — where available — update_media_buy and get_media_buy_delivery operations. Call adcp_get_adcp_capabilities first to discover exactly what this seller supports.

What you can do

  • Discover showcase inventory by full feed, natural-language brief, or iterative refinement.
  • Buy by turning selected products into a media buy that distributes immediately.
  • Manage buys in flight — pause/resume, cancel, and adjust budget, dates, and targeting (ClearLine brands).
  • Report on delivery — impressions, spend, pacing, and breakdowns (ClearLine brands).

Who this is for

Programmatic buyers and developers building buyer agents who want to connect those agents to Magnite and transact against premium inventory programmatically.