LG and Magnite Debut AI-Powered Home Screen Ads on Smart TVs, Backed by NFL Star

Magnite and LG Ad Solutions have teamed up to make LG smart TV home screens available for programmatic ad buys using agentic AI technology. According to AdExchanger, the Northern California Toyota Dealers Association is participating in the first campaign to tap into this inventory, working alongside indie agency H/L. The campaign features a winning NFL quarterback, though further details are not disclosed in the source report.

This marks a new push for AI-driven media buying directly on the most valuable real estate in the living room: the TV home screen. The collaboration aims to let agencies access these placements through automated ‘agentic pipes,’ signaling another shift in how digital ads are bought and sold.