Magnite Doesn’t Want To Be A DSP. It Just Wants To Own The Decisioning Layer

In ad tech, everything is everything. Demand-side platforms are building supply-path optimization tools and direct publisher integrations, while supply-side platforms are rolling out their own buyer agents and proclaiming that they want to be the orchestration layer for agentic transactions. On Magnite’s Q2 earnings call Wednesday evening, CEO Michael Barrett painted a picture of a […] The post Magnite Doesn’t Want To Be A DSP. It Just Wants To Own The Decisioning Layer appeared first on AdExchanger.

Last updated Aug 6, 2026 by ATDb automated enrichment