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

Wednesday, August 5th, 2026 – 7:02 pm

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 company that’s edging into the buy side by adding more DSP-style capabilities for planning and activating campaigns.

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

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