Independent sell-side ad firm Magnite has updated its ClearLine platform in a bid to 'unify curation and activation across its premium omnichannel footprint.'

The updated platform will be available in beta and is designed to enable buyers and curators to discover, package, and activate inventory within a single platform.

The ClearLine update will provide access to differentiated supply, unique first-party data, and content signals. Magnite plans to integrate AI assistance and agentic workflows into ClearLine, leveraging technology from its recent acquisition of streamr.ai. The platform is built on the same infrastructure as Magnite's SpringServe, a video platform known for its ad serving and programmatic capabilities.

The update is intended to improve data fidelity, reduce signal loss, and enhance return on ad spend by executing curated campaigns closer to the impression. Buyers and curators will have the ability to define deal terms, pricing, and targeting directly, with the flexibility to package deals using both first and third-party audiences through Magnite Access.

Mike Laband, Group SVP, US Revenue at Magnite, stated, "The future of premium media buying lies in creating a frictionless path between advertisers and audiences." He further added, "This evolution of ClearLine simplifies this process by empowering advertisers with one tool to curate and activate campaigns across every screen, including streaming TV, where they can directly reach 109 million US ad-supported households."

Jean Fitzpatrick, EVP, Commercial Strategy at IPG Mediabrands, commented, "Our clients expect solutions that deliver efficiency, scale, and transparency across every screen."

Fitzpatrick also noted, "ClearLine’s unique capabilities provide us with a more simplified path to inventory, positioning us to drive greater performance and unlock new opportunities across CTV and omnichannel video."

Marika Roque, Chief Innovation Officer at KERV.ai, remarked, "When you improve efficiency across our industry, you make room for meaningful innovation and change for good."

Roque continued, "Magnite’s ClearLine evolution does just that, streamlining access and reducing tech layers, improving the interoperability between buyers and sellers to drive even more value for brands."

Carey Piraino, Director of Strategic Partnerships at Kinective Media by United Airlines, said, "In commerce, the ability to connect the right product to the right consumer at the right moment is everything."

Piraino added, "Magnite’s ClearLine makes that achievable and allows us to more seamlessly activate campaigns that drive performance."

Kelly McMahon, EVP, Global Operations at LG Ad Solutions stated, "With Magnite ClearLine, the overarching benefit for us is that we can use a single platform to manage both our data and inventory. That ability to centralise assets allows us to effectively streamline programmatic monetisation, making it easier to preserve performance, maintain transparency, and scale curated offerings with efficiency."

Jill Steinhauser, Group SVP at Warner Bros. Discovery, commented, "Magnite’s evolution of ClearLine provides a more efficient path for buyers to curate and activate campaigns within our inventory, with direct connections that reduce friction and preserve visibility and control."

Steinhauser concluded, "ClearLine enhances our strategic initiatives at WBD to simplify access to our premium storytelling across every screen while driving stronger performance outcomes for advertisers."

Magnite is headquartered in New York City, with additional offices located in Los Angeles, Denver, London, Singapore, and Sydney. The company's platform is utilised by publishers to monetise content across CTV, online video, display, and audio. Magnite is publicly traded on NASDAQ under the ticker MGNI.