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LG and Magnite launch agentic home screen ads with A winning NFL quarterback. Wednesday, October 14th, 2026 - 8:00 am The San Francisco 49ers won their fifth in-season game Sunday facing off against the Seattle Seahawks. Toyota is also hoping for a win this season with a campaign featuring Brock Purdy, one of the winning team's quarterbacks. On Wednesday, sell-side ad platform Magnite and LG Ad Solutions announced LG smart TV home screen inventory will be available to agencies through agentic AI media buying. Northern California Toyota Dealers Association is part of the first campaign accessing this inventory through agentic pipes with the help of indie agency H/L. The ad displays in the hero placement on LG home screens in a split-screen format. The ad's video component plays on the left side of the hero takeover while a static ad picturing Purdy alongside a red Toyota Tacoma is on the right side. The video's audio component plays when a viewer is hovering over the ad with their remote. Home screen ads have become "table stakes" in H/L's ad buying strategy, said Jeremy Cobb, VP at H/L. Many viewers use their phones while streaming and/or stream TV ad-free, so home screen ads help brands capture TV viewers' attention, which is getting harder to do, he added. Enter agentic buying infrastructure, which amps up the efficiency and effectiveness of that ad inventory, according to Mike Laband, Group SVP of revenue at Magnite. Go big or go home (screen). Magnite already includes home screen inventory in its programmatic rolodex as buyers pine for easier ways to buy streaming ad formats beyond the classic 15- and 30-second spots. Adding agentic media buying to the equation makes the transaction workflow faster and cleaner, Cobb said. Agentic is "the next evolutionary step in the buying process," he said. Magnite's agentic infrastructure sits on top of its existing programmatic products, which includes SpringServe, its video ad serving and mediation platform, and ClearLine, the direct-to-buyer platform. For this campaign, H/L's buyer agent collaborated with Magnite's seller agent within ClearLine via Model Context Protocol (MCP). MCP is an open-source specification also known as the AI plumbing layer that helps AI products, agents and large-language models communicate with each other in a controlled environment and perform tasks across different systems. In English: These agents set up and activated H/L's campaign brief based on the advertiser's desired audience - NFL viewers who are also in market for a new car. That agent-led media plan was ultimately approved by LG and H/L, ensuring that human eyeballs vetted the campaign before it went live, Laband said. Touchdown! For Toyota, this campaign was more of an upper-funnel branding play, Cobb said. Home screen inventory gives advertisers a chance to engage viewers before they get lost in a show, especially if those viewers stream ad-free (which many of them do). That engagement is a hot commodity, in part because more viewers are using a second screen, like a cellphone or laptop, while they watch TV, Cobb said. "Just because [TV] is the biggest screen in the house doesn't mean it has the most attention," he said. Home screen mastheads are a great opportunity to grab a viewer's attention while they're in a mindset that's more receptive to advertising, Cobb said, referring to those few precious moments before someone gets simultaneously lost in a show and their social media feeds. "People hate advertising, but we know it works," Cobb said. It works if it's done right, that is - and getting it right requires choosing moments of high attention while also respecting the user experience with less interruptive ad formats, he said. And attention is the prerequisite for the level of brand awareness that ultimately creates business outcomes. For this campaign, Cobb said, H/L is looking at cost per reach as its main metric of success based on an optimal balance between reach and frequency. But the campaign is more of a branding play, he added, referring to upper-funnel success metrics, including reach and awareness. At the same time, however, "the standard marketing funnel is dead," Cobb said, and upper-funnel branding efforts are essential to "ensure consumers come down the funnel the way we want them to." In other words, the TV industry's infatuation with performance still exists, but is normalizing to include a more appropriate focus on the attention and awareness that are the main ingredients to encouraging sales later on. And the speed, efficiency and control that agentic buying creates should only expedite that journey to success, Cobb said. "Agentic media buying is not something that's going to fundamentally change what we're doing" from a marketing perspective, Cobb said. But he does expect it to make campaign planning work better, faster and stronger. Tagged in:

Latham & Watkins advises Magnite on successful completion of term loan and revolving credit facility repricing. * Author Cynthia Lydia Marbaniang * Published October 14, 2026 Magnite, Inc. announced the successful repricing of its US$358 million senior secured term loan facility due 2031 and its US$175 million senior secured revolving credit facility due 2029. The transactions reduced the interest rate on Magnite's term loan by an additional 50 basis points and lowered the interest rate margin on the revolving credit facility by 100 basis points, generating approximately US$1.8 million in annualized interest savings while preserving the existing maturities and substantially all other material terms. Latham & Watkins LLP advised Magnite in the transaction with a finance team led by Washington, D.C. partner Scott Forchheimer, with associates Jen Goldshtein, Kendall Crawford, and Nina Puchalski. Advice was also provided on tax matters by New York partner Aaron Bernstein. Where the legal industry reads first. No spam. Unsubscribe anytime. From Legal Desire Is your firm the one being cited, or the one being skipped? Legal Desire ran the test. On several everyday legal questions, software companies are answering and law firms are not. Legal Desire help firms fix that, and Legal Desire build the technology behind the practice. Lawyers and firms: get featured on Legal Desire. Share your deals, lateral moves, firm news and insights with 1M+ monthly readers: founders, law firm partners, general counsel and practising lawyers across the US, UK, EU and GCC. See the full deal record on DealDatabase The advising firms, the named deal team, the value and the parties, with every other announced deal by the same firms and lawyers. Open the deal record

AppLovin slides 3% as ad-tech peers stand firm; Trade Desk and Magnite tick higher. AppLovin is bleeding market value while its closest rivals hold steady and even tick higher, pointing to something specific festering inside the company rather than a broad ad-tech retreat. This post may contain links from our sponsors and affiliates, and Flywheel Publishing may receive compensation for actions taken through them. Selling pressure in advertising technology is concentrated on AppLovin (NASDAQ:APP | APP Price Prediction), the mobile advertising platform whose rivals The Trade Desk (NASDAQ:TTD) and Magnite (NASDAQ:MGNI) compete for many of the same marketing budgets. AppLovin stock has dropped 3%, reaching $273.58 during morning trading, extending a slide that has been building for several weeks. Meanwhile, Trade Desk stock is up 1% to $12.19 while AppLovin shares slip, and Magnite stock is rising 1% to $25.64. Meanwhile, the Invesco QQQ Trust (NASDAQ:QQQ) is up 1.11% to $750.31, so large-cap technology is advancing around the AppLovin selloff. That combination places the decline directly on AppLovin. A verdict on advertising technology as a group would pull Trade Desk and Magnite shares lower as well, and both stocks are flat while the broader technology complex rises. The pattern shifts the focus to what's happening inside AppLovin itself. AppLovin's lawsuit against Unity adds legal pressure. Key data−. Previous Close Market Cap Day's Range 52wk Range Dividend Yield AppLovin filed a lawsuit against Unity Software (NYSE:U) in late September, saying unauthorized collection of bidding data from AppLovin's MAX advertising platform. MAX helps app developers run auctions for their advertising inventory, so the data at the center of the complaint ties directly to how AppLovin earns money from mobile publishers. Even as the plaintiff, AppLovin remains tied to legal headlines while its shares are already under strain. Litigation adds uncertainty around costs and timelines. It also raises questions about what each side may need to reveal, and that legal and disclosure overhang can weigh on AppLovin stock regardless of which party brought the claim. A month of losses frames AppLovin's slide. AppLovin stock is down 15% over the past month, so the latest drop adds to a decline already in motion. That steady erosion means AppLovin shares were on the defensive before the newest leg lower, and a slide that extends over weeks typically signals a review of AppLovin's outlook, which is a heavier weight than any single headline. Learn 7 ways to generate income with A $1,000,000+ portfolio. If you've saved over $1,000,000, this guide is for you. The last thing you want in retirement is to run out of money, you want your money to generate lasting income while you enjoy your life. Now you can learn the strategies wealthy retirees use to fund their retirement with The Definitive Guide to Retirement Income from Fisher Investments. Download the guide today! (sponsor) One open question for AppLovin is whether the pressure reflects the legal and disclosure overhang around the company or doubts about how quickly AppLovin's expansion into new advertising categories can scale. Mobile gaming advertisers formed the foundation of AppLovin's growth, and reaching beyond that base is central to the long-term case for the stock. Bulls say a lawsuit filed by AppLovin is a defensive step to protect a valuable platform, and that stable peer stocks show advertising demand remains intact. Skeptics argue that a month of losses for AppLovin stock, while rivals' shares hold steady, reflects doubts about the company's growth path that one legal headline can't settle. What to watch next. Traders can watch for whether AppLovin stock finds a floor while Trade Desk and Magnite shares stay flat, since a lasting divergence would keep attention on issues specific to the company. Court filings in the Unity Software case may add detail on the legal overhang. Fresh commentary from AppLovin on the pace of its push into new advertising categories would speak to the second half of the debate. Shareholders may want to keep an eye on whether AppLovin attaches specific milestones to that expansion in its next update. Clear targets could help separate a temporary legal cloud from a deeper question about AppLovin's growth runway. Investors should adjust their holdings carefully given the 15% slide in AppLovin stock over the past month and the unresolved lawsuit against Unity Software. A measured approach keeps their positions open to upside if the overhang clears while limiting damage if the decline in AppLovin shares continues. If you've saved over $1,000,000, this guide is for you. The last thing you want in retirement is to run out of money, you want your money to generate lasting income while you enjoy your life. Now you can learn the strategies wealthy retirees use to fund their retirement with The Definitive Guide to Retirement Income from Fisher Investments. Download the guide today! (sponsor) David Moadel David Moadel is financial writer specializing in stocks, ETFs, options, precious metals, and Bitcoin. David has written well over 1,000 articles for leading online publications, helping investors understand markets, income strategies, and risk.His work has appeared in The Motley Fool, InvestorPlace, U.S. News & World Report, TipRanks, ValueWalk, Benzinga, Market Realist, TalkMarkets, Finmasters, 24/7 Wall St., and others.With a master's degree in education, David has taught at the elementary, high school, and college levels. That teaching background shapes his writing style: clear, educational, and practical. David has also built a loyal social-media audience by providing trustworthy financial content on YouTube, X/Twitter, and StockTwits.