{"id":243374,"date":"2026-06-30T14:08:35","date_gmt":"2026-06-30T12:08:35","guid":{"rendered":"https:\/\/ipmark.com\/?p=243374"},"modified":"2026-06-30T14:18:58","modified_gmt":"2026-06-30T12:18:58","slug":"magnite-estrena-orchestration-nueva-solucion-de-publicidad-agentica","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=243374","title":{"rendered":"Magnite estrena Orchestration, nueva soluci\u00f3n de publicidad ag\u00e9ntica"},"content":{"rendered":"<p class=\"PDq2pG_selectionAnchorContainer\" data-start=\"450\" data-end=\"791\"><strong>Magnite Orchestration busca avanzar en el desarrollo de la publicidad ag\u00e9ntica, un modelo en el que sistemas basados en inteligencia artificial pueden descubrir, evaluar y activar inventario publicitario de forma m\u00e1s fluida y eficiente.<\/strong><\/p>\n<p data-start=\"793\" data-end=\"1140\">Esta soluci\u00f3n de Magnite funciona como una capa de coordinaci\u00f3n que conecta distintos agentes dentro de un entorno compartido. <strong>Esta arquitectura permite que compradores, editores y proveedores de datos pongan a disposici\u00f3n de los agentes sus audiencias propias<\/strong>, combin\u00e1ndolas con inventario de alta calidad para crear un ecosistema m\u00e1s interoperable.<\/p>\n<p data-start=\"1142\" data-end=\"1470\">Como parte del programa beta, <strong data-start=\"1172\" data-end=\"1182\">dentsu<\/strong> ha integrado los segmentos de datos de <strong data-start=\"1222\" data-end=\"1242\">dentsu.Audiences<\/strong> en Magnite, lo que permite mostrar datos de audiencias propias cuando sean relevantes para una campa\u00f1a. Para la compa\u00f1\u00eda, esta integraci\u00f3n representa un paso hacia una compra de medios m\u00e1s automatizada, inteligente y conectada.<\/p>\n<p data-start=\"1472\" data-end=\"1913\">\u201cLa tecnolog\u00eda ag\u00e9ntica puede alcanzar todo su potencial cuando est\u00e1 conectada a los sistemas que impulsan las transacciones\u201d, afirma <strong data-start=\"1606\" data-end=\"1681\">Sean Buckley, presidente de Estrategia de Ingresos y Mercado de Magnite<\/strong>. Seg\u00fan el directivo, el valor de la inteligencia artificial no reside en su uso aislado, sino en su integraci\u00f3n dentro de las plataformas, sistemas y flujos de trabajo que ya utilizan anunciantes, agencias y propietarios de medios.<\/p>\n<p data-start=\"1915\" data-end=\"2337\">La soluci\u00f3n tambi\u00e9n ampl\u00eda las capacidades de los agentes de compra y venta de Magnite. A trav\u00e9s de <strong data-start=\"2015\" data-end=\"2039\">Magnite Seller Agent<\/strong>, los editores podr\u00e1n crear paquetes personalizados de inventario y audiencias, con controles flexibles de precios y segmentaci\u00f3n, adem\u00e1s de hacer que su inventario sea visible y adquirible por agentes de compra para facilitar las transacciones entre sistemas.<\/p>\n<p data-start=\"2339\" data-end=\"2743\">Por su parte, los compradores podr\u00e1n conectar sus propios agentes de compra a <strong>Magnite Orchestration<\/strong> mediante integraciones abiertas, o utilizar el agente de compra de Magnite para crear planes de medios a partir de una solicitud de propuesta, identificar oportunidades de oferta y audiencia, generar creatividades y<strong> activar campa\u00f1as omnicanal en formatos como CTV, audio y otros soportes de alto impacto.<\/strong><\/p>\n<p data-start=\"2745\" data-end=\"3113\">Desde dentsu, <strong data-start=\"2759\" data-end=\"2809\">Nick Halas, <\/strong>director de estrategia de producto, se\u00f1ala que la IA agentiva est\u00e1 llamada a transformar el modo en que se llevan a cabo las transacciones en medios. En su opini\u00f3n, <strong>la interoperabilidad entre identidad, inteligencia de audiencias, inventario y toma de decisiones ser\u00e1 clave<\/strong> a medida que el sector avance hacia una compra m\u00e1s automatizada.<\/p>\n<p data-start=\"3115\" data-end=\"3516\">Tambi\u00e9n <strong data-start=\"3123\" data-end=\"3205\">Drew Groner, vicepresidente s\u00e9nior y director de ventas y marketing de DIRECTV<\/strong>, destaca que la colaboraci\u00f3n basada en inteligencia artificial ser\u00e1 esencial en un entorno publicitario cada vez m\u00e1s automatizado. La compa\u00f1\u00eda considera que soluciones como la de Magnite pueden facilitar el acceso al inventario premium y reforzar la conexi\u00f3n entre compradores y entornos medi\u00e1ticos de calidad.<\/p>\n<p data-start=\"3518\" data-end=\"3911\" data-is-last-node=\"\" data-is-only-node=\"\"><strong>Magnite opera en formatos como CTV, v\u00eddeo online, display y audio, y trabaja con editores, agencias y marcas<\/strong> para monetizar contenido y ejecutar transacciones publicitarias a escala global. La compa\u00f1\u00eda cuenta con sedes en Nueva York, Los \u00c1ngeles, Denver, Londres, Singapur y S\u00eddney, adem\u00e1s de oficinas en Norteam\u00e9rica, EMEA, Latinoam\u00e9rica y Asia-Pac\u00edfico<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Esta arquitectura permite que compradores, editores y proveedores de datos pongan a disposici\u00f3n de los agentes sus audiencias propias.<\/p>\n","protected":false},"author":10966,"featured_media":243377,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[6524],"class_list":["post-243374","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-ia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Magnite lanza Orchestration, nueva soluci\u00f3n de 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