The holiday season is a critical time for brands, with November and December driving nearly 20% of annual revenue for retailers. Yet standing out has become increasingly challenging as audiences split their attention across multiple devices and platforms while also seeking out more cost-effective purchase options.

Magnite’s partnership with IRIS.TV offers a solution. By leveraging Magnite’s ClearLine platform and IRIS-enabled™ Contextual Segments, brands can seamlessly align their ads with the themes and moods viewers are already engaged with. In a high-stakes season, combining content with context is a powerful way to capture attention, drive relevance, and create lasting brand impact.

How IRIS-enabled™ Contextual Targeting Shines 

IRIS.TV’s expansive data marketplace scans over 50 million videos, leveraging top contextual intelligence providers to create high-quality segments. These IRIS-enabled™ segments deliver real-time targeting, aligning ads with the themes, topics, and sentiments of video content to ensure placements in highly relevant environments.

With IRIS-enabled™ contextual segments, brands can:

• Place ads in highly relevant video environments by targeting viewers based on the themes and emotions of the content they’re watching in real-time.
• Maintain control over brand safety and suitability with precise targeting.
• Scale across premium video inventory with standardized, privacy-compliant data.

Beyond engagement, IRIS-enabled™ targeting offers robust controls to ensure ads appear alongside appropriate content. With privacy top of mind, these segments provide a scalable, privacy-first solution that delivers impact while respecting consumer data.

Carl’s Jr. Cuts Through the Clutter

When Carl’s Jr. set out to stand apart in a high-stakes market, the goal was clear: boost awareness and drive in-store traffic. Partnering with PMG, the brand turned to IRIS-enabled™ targeting to reach connected TV viewers with precision.

The results were striking: a 35% lift in visits, a 152% increase in sales, and a 2.2X return on ad spend (ROAS). Additionally, the campaign drove a 6X increase in brand awareness and a 4X improvement in favorability—proving the value of contextual targeting in delivering measurable outcomes.

For brands looking to break through the seasonal noise, Carl’s Jr. provides a roadmap: relevance and timing are key to winning the holiday season.

As Michael Treon, Head of CTV and Video Strategy at PMG, attested, “IRIS.TV enables us to scale beyond human-centric curation and audience-based targeting alone. The scale and segmentation across FAST inventory not only offer us incremental delivery against our audience and strategy but afford us the ability to message within key environments and alongside relevant content. In addition, it’s delivering results that drive direct business outcomes for our clients.”

Simplifying Holiday Campaigns with More Relevant and Effortless Strategies

Activating IRIS-enabled™ segments through Magnite’s ClearLine platform is as easy as flipping a switch. With pre-defined segments ready to go from data partners, including 4D, Captify, GumGum, Illuma, KERV.ai, Mobian, Pixability, Reticle, Samba TV, Sightly, Silverpush, SpotRunner and more, advertisers can effortlessly match their ads with seasonal interests. This seamless setup allows brands to scale their reach and deliver contextually relevant content, helping their message resonate amidst the holiday bustle. Magnite’s ClearLine platform also offers reporting tools to help you track and refine campaigns, ensuring that each message reaches its full potential.

Why Video-Level Contextual Targeting Is Here to Stay

While holiday campaigns are a prime time for IRIS-enabled™ segments, the benefits go beyond the season. As privacy standards continue to evolve, brands need long-term solutions that are scalable and privacy-safe. By placing ads in relevant real-time environments, Magnite and IRIS.TV offer a strategy that respects consumer data and drives results year-round.

Ultimately, Magnite and IRIS.TV’s collaboration is here to help brands cut through streaming content noise, delivering ad experiences that truly connect. 

Reach out to your Magnite representative today to see how IRIS-enabled™ segments can help you make this season your best yet.

Control Center is Demand Manager’s “App Store” for third-party partners, offering an array of easily configurable solutions to help publishers optimize yield with a toggle of a button.

To simplify the adoption of new identity solutions that enable publishers to protect and improve ad revenue in an evolving environment, Magnite is expanding Demand Manager’s identity capabilities. Publishers using Control Center can seamlessly integrate identity solutions with no extra contracts or development work, making it easier to enhance addressability. Solutions like Yahoo and Epsilon’s hashed email IDs make every impression more valuable through Demand Manager, with increased match rates to drive additional revenue opportunities. We spoke to experts from Yahoo and Epsilon to find out more.

Yahoo ConnectID – An integrated, omnichannel approach to identity

What is ConnectID, and how does it work?

Yahoo ConnectID is Yahoo’s persistent identifier in Yahoo DSP. It underpins advertisers’ ability to reach their high-value audience and measure the effect of their campaigns, as well as for publishers to monetize their audiences effectively amidst signal loss. It relies on deterministic data, based on hashed emails or phone numbers, from consented, direct consumer relationships across Yahoo-owned and operated sites like Yahoo News, Yahoo Sports, and Yahoo Finance, as well as third-party publishers and partners. It’s built on top of Yahoo’s identity graph, and today,  Yahoo reaches 205M logged-in users in the US and 314M globally.

What differentiates Yahoo ConnectID from other identity solutions in the market?

Yahoo ConnectID is built on authenticated, consent-based user data from Yahoo’s direct consumer relationships and trusted third-party partners. Yahoo’s identity solutions are designed with data protection, security, and governance practices. Yahoo ConnectID is part of Yahoo’s integrated approach to identity solutions that solves for addressable and non-addressable advertising environments.

Next-Gen Solutions is Yahoo’s solution for environments without logged-in users. Rooted in machine-learning, it leverages Yahoo’s authenticated Yahoo ConnectID users as a panel audience to make inferences across the campaign lifecycle, from targeting to measurement. This enhances ad relevance while helping advertisers and publishers reach and monetize audiences within identity-limited contexts.

Can you provide any examples of publishers leveraging ConnectID successfully and the tangible benefits they’ve seen?

ConnectID sees, on average, a 40% higher eCPM on impressions. Yahoo DSP also bids 2.2X more frequently when Yahoo ConnectID is available, driving further value. Additionally, based on eMarketer, Yahoo ConnectID ranks 2nd in absorption rate among all identity solutions. Today, more than 55,000 web domains and CTV publishers, including NBCU, Paramount, The Arena Group, Newsweek, and many more, are leveraging Yahoo ConnectID.

How does Yahoo see the future of identity solutions in advertising evolving, and what role will ConnectID play in that landscape?

Due to the explosion of privacy laws across the globe and signal loss beyond third-party cookies—including the risk to IP addresses—Yahoo expects that by the end of 2025, the majority of the supply will be non-addressable. Adopting solutions for non-addressable environments represents a significant opportunity to build a competitive advantage by leveraging non-addressable inventory to achieve incremental reach and cost efficiency. Yahoo’s goal is to continue to evolve our proprietary solutions, Yahoo ConnectID and Next-Gen Solutions, but also adopt industry solutions to offer advertisers a portfolio of options through the Yahoo DSP.

Epsilon PubLink – Privacy-centric identity solution anchored to transactions

What is PubLink, and how does it work?

PubLink is Epsilon’s proprietary identity integration for authenticated traffic. PubLink allows publishers to recognize previously unaddressable visitors by connecting hashed email addresses to Epsilon’s industry-leading identity solution, COREid. Publishers using PubLink can unlock additional earning potential by capturing incremental ad revenue and tapping into greater demand from both Epsilon’s clients and those of our parent company, Publicis Groupe.

What differentiates Epsilon PubLink from other identity solutions in the market?

Epsilon’s name and address-based COREid provides the foundation for PubLink. Reaching over 200M individuals in the U.S., COREid is a person-based solution that resolves all offline and online touchpoints to a single individual – rather than a cookie, device ID, or email address. A Digiday+ Research analysis in 2022 found COREid was the only publisher identity solution evaluated that included all of the potential offline and digital signals in one ID. As a result, publishers rapidly expand addressability and receive incremental gains, even where there is signal loss. That level of addressability provides marketers the confidence that they are reaching the right people effectively across touchpoints.

Can you provide any examples of publishers leveraging PubLink successfully and the tangible benefits they’ve seen?

Publishers that use PubLink see a significant positive impact on their bottom line, which is especially critical as today’s changing ecosystem puts pressure on monetization. Publishers will see the monetization benefits immediately after implementing PubLink because it opens up previously unaddressable inventory. For example, UK-based residential property publisher Zoopla had a 44% lift in Epsilon-purchased impressions in just the first month of running PubLink, and then saw a 30% increase month-over-month after that. On average, publishers will see a 60% revenue increase from Epsilon Digital when using PubLink.

How does Epsilon see the future of identity solutions in advertising evolving, and what role will PubLink play in that landscape?

Epsilon believes alternative identity solutions will help keep the open internet free and accessible as third-party cookies and other signals, such as device IDs and IP addresses, become less reliable. Authenticated identity solutions like PubLink and open source solutions like SharedID provide publishers with the support they need to monetize their inventory and thus keep providing consumers the quality content they want. The internet shouldn’t become just a cluster of walled gardens, and identity solutions help prevent that. That’s why Epsilon is partnering with companies like Magnite to make PubLink easy to adopt – we want publishers to have the solutions they need to keep operating effectively as the landscape changes.

For more information on Control Center, contact the Demand Manager accounts team. If you’re already a user, check out the Magnite Help Center for detailed guidance.

As India’s advertising landscape evolves at lightning speed, staying ahead of the curve has never been more critical. 

Magnite’s eMpower series is focused on big-picture thinking and helping the industry thrive through learning, insights, and collaboration.

These episodes feature leaders from Magnite’s team and our partners reflecting on the pivotal moments of 2024, as well as their predictions for the themes that will shape India’s ad market in the next 12 months. 

Through insightful video interviews, these experts explore topics ranging from the future of Connected TV to the growing influence of data-driven strategies and the huge opportunity live sports streaming offers brands to reach passionate and engaged audiences.

Chandrahas Shetty, Head of Demand India, Magnite

Chandrahas speaks about the rise of the big-screen viewing experience in Indian households and the associated creative ad opportunities for brands across streaming TV.

Akila Jayaraman, Head GTM Strategy & Marketing, JioAds

According to Akila, this is the most exciting time in advertising in India, and she predicts that retail media will have a big impact on the country’s ad market in the coming year.

Prabhvir Sahmey, Senior Director, Samsung Ads

With Connected TV moving into the mainstream in India, Prabhvir Sahmey of Samsung Ads talks about their role as educators to help fuel brand investment into CTV advertising in 2025.

Anooj Shetty, Director, Advanced TV, GroupM

From the huge growth of live sports streaming customized ad solutions for brands and the rich data now available to advertisers, Anooj Shetty of GroupM shares the agency’s view on the key trends to look out for in 2025.

Gavin Buxton, Managing Director, Asia, Magnite

Gavin Buxton shares some of the key areas of focus and excitement across Asia in the year ahead, including opening up live sports to programmatic advertising, scaling publishers’ data and audiences, and helping media buyers find greater efficiencies through SPO strategies.

Pavan Arora, VP Programmatic Revenue & Sales, Hindustan Times 

Pavan Arora of the Hindustan Times shares his reflections and predictions for India’s exciting ad market in 2025.

Stepping into this holiday season feels uniquely nuanced. The usual twinkling lights and festive cheer are coming against shifting consumer sentiment, a compressed shopping window, and economic variables that may reshape how—and when—shoppers hit the stores this year. Retailers and advertisers feel the impact as they navigate a landscape where adaptability is more important than ever. With fewer shopping days and heightened competition, capturing consumer attention is not just about being festive. To unlock campaign success it’s about being strategic, agile, and deeply tuned in to what audiences want and need in this unique moment.

Nuances of 2024 Holiday Season: Politics, Inventory, and Consumer Spending

According to iSpotTV, holiday-themed national TV commercial airings in the US dropped by approximately 43% in October 2024 compared to October 2023. The shortened holiday ads season makes campaign scheduling and budgeting critical to ensure advertisers target the right audiences at peak engagement moments on the right channels. Potentially heightened competition for premium inventory and higher CPMs as marketers play catch-up mean advertisers must be agile. They must recognize these distinct shifts and adjust strategies accordingly to capture consumer attention and dollars.

For instance, the National Retail Federation’s Cyber Five annual survey projected a record 183.4 million people would shop from Thanksgiving Day through Cyber Monday this year. That’s 11% higher than pre-pandemic 2019 but only approximately 1% up on 2023. Early insights from Adobe Analytics show record Black Friday spending online of $10.8 billion in purchases, an increase of more than 10% over a year ago.

Helping Brands Maximize Holiday Campaign ROI

There are a number of ways that publishers – with their supply-side partners – are creating opportunities for brands to boost their ROI during the holidays, and all year round.

Curated Inventory and Contextual Targeting

Publishers offer curated holiday inventory and pre-built packages that help brands tap into highly relevant audiences. By targeting content that aligns with holiday themes, such as gift guides or seasonal events, publishers create natural spaces for brand messaging. Contextual targeting also ensures that ads resonate more deeply, reaching consumers when they are in the right mindset—whether searching for gift ideas or exploring holiday activities.

Omnichannel Campaigns

Maximizing ROI during the holidays means being where your audience is, whether they’re browsing the web, watching gift guides and reviews, listening to podcasts, or watching streaming content. Streamlined access to omnichannel opportunities allows brands to meet their audiences seamlessly across platforms. Check out Magnite’s holiday inventory or take advantage of the Magnite Explorer – a search tool for exploring publishers and the devices, formats, content genres, and buying options they offer.

Engaging Ad Formats

Additionally, interactive and shoppable ad formats bring convenience to consumers, allowing them to directly engage or purchase products without friction, which can significantly improve conversion rates. Buyers should take advantage of the shoppable innovations we’ve seen recently as media owners expand bottom-of-the-funnel opportunities. Examples include Shopsense AI, Brightline, and Kerv.

Balancing Holiday and Non-Holiday Ads

Brands need to balance holiday-themed ads with general messaging. Not every consumer is in a festive shopping mood all the time. If a consumer is actively browsing holiday-related content, a holiday-themed ad is well-placed, but other times, a more neutral or evergreen ad might be more effective. Publishers provide nuanced audience segmentation to ensure brands serve the right type of ad at the right frequency.

Audience Segmentation for Precision Targeting

By using first-party data and behavioral insights, publishers help brands target specific segments—such as early planners, last-minute shoppers, or specific interest groups. Tailoring ads to resonate with each segment enhances relevance and ultimately drives higher engagement and ROI.

For instance, Magnite Audiences leverage first-party data from Magnite’s trusted supply pool to help buyers reach addressable audiences at scale with our DV+ platform. By leveraging AI-powered classification technology, Magnite Audiences makes it easy for buyers to target 500+ segments based on user behavior, like recent searches or purchases. Some of our holiday-relevant Magnite Audiences include “Black Friday,” “Holiday Movies,” “Holiday Decoration,” “Toy Shoppers,” and many more.

Holiday Campaign Strategies and Beyond

Embracing flexibility in ad campaigns will be key this year, with access to omnichannel inventory and precise audience targeting at peak engagement moments across media. Although advertisers need to be prepared for surges in consumer spending, we should never undervalue the power of trust and loyalty that brands can drive from smart, consistent campaign pacing. Marketing is an investment. It builds value over time and will help brands weather different situations by maintaining trust, differentiation, and consumer loyalty.

BidLink solution within Magnite’s SpringServe ad server to support WeTV in scaling programmatically

Singapore – December 3, 2024 – Magnite (Nasdaq: MGNI), the largest independent sell-side advertising company, announced that WeTV has selected Magnite’s ad tech stack to enhance monetisation of its video inventory. WeTV will leverage the BidLink solution within Magnite’s SpringServe ad server to scale programmatically, while the Magnite Streaming and DV+ SSPs will help WeTV earn the full value of their inventory.

Having launched in Southeast Asia in 2019, WeTV delivers premium Chinese dramas, variety shows, anime, as well as original and local content across the region and continues to grow exponentially year over year as streaming becomes a mainstay in consumer budgets. 

Magnite’s SpringServe ad server helps create operational efficiencies and improve monetisation opportunities for media owners like WeTV, while offering tools that allow  audiences to enjoy the best possible viewing experience. Using SpringServe’s BidLink will help WeTV intelligently integrate programmatic demand into their ad stack, and enable competition between traditional-direct and programmatic campaigns across multiple integrated SSPs. This helps boost yield and increase revenue by monetising opportunities that might have otherwise gone unfilled. 

“As WeTV grows in popularity, we’re committed to meeting our audiences’ growing demand for diverse, high quality shows and bringing them a premium entertainment experience,” said Mary Yeo, Head of Commercial at WeTV. “This mission requires a forward-thinking partner who can provide the technology and strategic guidance we need to be successful, and we look forward to leveraging Magnite’s expertise to provide the technology and strategic support to turn this vision into reality.”

“We’re excited to be supporting one of Southeast Asia’s largest video streaming platforms in their quest to scale programmatically while preserving the experience for viewers,” said Gavin Buxton, Managing Director, Asia at Magnite. “BidLink helps media owners level up their programmatic capabilities and increase revenue potential. Combined with the power of Magnite’s SSPs, we’re confident in the opportunities this partnership will unlock.”

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About Magnite

We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.

About WeTV

WeTV is an Asian streaming service that sees the creation of premier video-on-demand (VOD) and provides over-the-top (OTT) local content. The streaming service provides content from around the region, including selected Chinese, Indonesian, Malaysian, Philippines and Thai drama series, movies, variety and anime. Operating on a freemium model, users can access content without the need for a paid subscription and premium content at a small fee. WeTV is available on the browser at wetv.vip , or on the WeTV application that can be downloaded from the Apple Store for iOS users and the Google Play Store for Android users.

Media Contact:

Megan Hughes
mhughes@magnite.com

As privacy regulations tighten and identifiers like third-party cookies and device IDs diminish, advertisers are rethinking audience reach and routes to omnichannel supply. Nearly 90% of U.S. brands and agencies report that privacy laws and signal loss have impacted personalization, driving a shift in how advertisers activate audiences. In this landscape, the sell-side is emerging as a strategic partner, simplifying ad buying and enhancing efficiency for marketers and publishers alike.

Leading this shift, Magnite offers scaled advanced audience solutions grounded in first-party data backed by a vast network of publishers. Magnite is taking this a step further by partnering with Google’s Display & Video 360 instant deals, a programmatic solution that simplifies the setup and activation of ad campaigns while leveraging sell-side data from Magnite. Instant deals enable advertisers to quickly build and launch custom deals directly in the Display & Video 360 platform. This automation minimizes the need for manual negotiation and configuration, accelerating campaign launch times while enhancing efficiency and revenue potential. 

Simplifying Programmatic Buying with Instant Deals in Display & Video 360

Instant deals are designed to accelerate the traditionally time-consuming deal negotiation and setup process for both publishers and buyers. Advertisers can now create and request forecasts based on their custom deal settings directly within their familiar Display & Video 360 UI. Once accepted, the deal is automatically generated, and the advertiser can start bidding immediately. The process, currently live for instant deals on Magnite’s DV+, eliminates the need for back-and-forth communications with sellers, allowing buyers to bring campaigns to market faster and more efficiently. 

Instant deals also benefit the supply side, particularly for publishers offering omnichannel inventory with various ad formats, like display and online video. This allows buyers to seamlessly access scaled inventory to blanket their target audience across formats while sellers benefit from a more streamlined and holistic path to monetization.

BETA: Instant Deals on Streaming 

An exciting development is the addition of instant deals on Magnite Streaming, which is now in a limited beta. Using the same workflow, Display & Video 360 buyers can put together custom-built deals with their choice of Magnite’s premium marketplace of CTV publishers. This is coupled with a plethora of sell-side-enabled content data, including genre, channel, and network. Additionally, Lotame and Experian marketing data are available for sell-side layering.

Early Success with Instant Deals and Magnite

As Display & Video 360’s launch partner, Magnite is already seeing encouraging signs from buyers. Magnite is securing net new demand for omnichannel inventory, and the positive impact of the instant deals workflow has been transformative in terms of saving time for existing buyers.

For example, GroupM, a leading global media investment company, recently adopted Display & Video 360’s instant deals with Magnite to elevate its approach to sourcing premium ad inventory. Historically, GroupM’s programmatic and planning teams grappled with time-intensive publisher negotiations and labor-intensive manual deal configurations and troubleshooting, often delaying campaign launches and impacting optimization efforts. Through instant deals, GroupM greatly improved its deal setup process and time to market by leveraging a more streamlined deal creation workflow.

Instant deals saved GroupM’s team approximately 8-10 hours per week, representing a 20% time savings that could be reinvested into high-value activities like campaign optimization, analysis, and experimentation. Additionally, the instant deal setup with Magnite achieved a 48% lower Cost-Per-Completed-View (CPCV) compared to traditional Open Exchange (OEX) delivery, offering substantial cost efficiency without sacrificing inventory quality. For GroupM, instant deals have become an essential tool for achieving both cost savings and efficiency at scale.

Unlocking the Power of First-Party Data with Magnite Audiences and Instant Deals

Magnite Audiences provides a unique sell-side option for reaching specific audiences via instant deals on DV+. Magnite Audiences, part of the Magnite Access suite, simplifies audience reach for both buyers and sellers. This integration enables advertisers to access tailored audience segments via Magnite’s content classification technology, which analyzes browsing behavior across publishers to build user profiles aligned with industry-standard segments. These segments are categorized by factors such as site visit frequency and recency, following the IAB’s Audience Taxonomy, enabling more precise reach based on interests, behaviors, and demographics without sacrificing data quality.

By integrating with Display & Video 360, Magnite’s audience capabilities become even more powerful. Instant deals on Display & Video 360 allow buyers to quickly generate deals through the DSP UI, accessing Magnite’s high-fidelity cross-publisher audience segments for programmatic reach. Buyers can create custom deal packages that directly leverage Magnite Audiences’ attributes, optimizing reach and accelerating setup times by automating the forecast, approval, and activation processes within Display & Video 360.

Magnite Audiences are available on DV+ in the English language globally, where we have participating publishers. Availability will expand to more regions throughout 2025. Reach out to your account team to verify publisher participation in your region.

What’s Next?

All Display & Video 360 buyers can take advantage of instant deals today on DV+ and enter the workflow through Display & Video 360 Marketplace or “My Inventory.” If you’re a buyer interested in participating in the instant deals beta on Magnite Streaming, please contact your Magnite team.

Anne-Marie, our Commercial Counsel, takes us through a typical day in her life in Magnite’s New York office.

Magnite’s Day in the Life series dives into the various people and teams that make up the world’s largest independent sell-side ad company.

How would you explain what you do to someone outside the industry?

Most people know that large companies have in-house legal teams to manage and support the organization’s legal needs, but being part of a legal team in a specialized area like ad tech is unique. Not only do we negotiate and execute various commercial contracts, but we also get to brainstorm creative solutions to address industry issues that may have legal implications.

As an in-house attorney, I see each team at Magnite as my client, working to meet their needs—whether that means reviewing redlines on a commercial contract or joining a call to talk through a legal concern.

How did you first break into ad tech?

I began my legal career at NFL Films and later worked with several entertainment companies, primarily as a production and media attorney. I was always intrigued by the intersection of media and tech and knew one day that I would transition into more of a tech role. At a former job, I learned about programmatic advertising and discovered that it was a big revenue-generating avenue for the company. 

Programmatic advertising piqued my interest, and when an opportunity at Magnite presented itself, I threw my hat in the ring. My transition into ad tech has allowed me to grow and exercise new legal muscles in a fast-changing, complex industry. I think it’s important in life to know how to pivot and be willing to embrace new opportunities.

How does your team support Magnite? Who are your closest collaborators in other departments? 

One of the most interesting aspects of being on the legal team is that we interact with every department at Magnite in some capacity. While we work most closely with the revenue teams, we also collaborate regularly with marketing, product, people and facilities, sales operations, engineering, IT, and finance. Beyond helping revenue teams close commercial transactions, the Magnite legal team handles Magnite’s corporate matters, reviews marketing collateral, provides legal guidance on product development and launches, and negotiates third-party vendor agreements for teams such as people and facilities, IT, and engineering. With team members spread across New York, Los Angeles, London, and Sydney, we’re well-positioned to cover everyone’s needs across regions and time zones.

What does a typical day at Magnite look like for you?

After I wake up and express gratitude for another day to grace this earth, reality sets in that my breath stinks, so I brush my teeth right after. Then, I usually check my Slack to see if there are any questions or concerns I can quickly address before I get to my emails. I’m very responsive on Slack and encourage people to reach out, especially if we’re in the middle of a pending deal.

Depending on the day, I’ll meet with the demand facilitation (DF), DV+, and CTV team leads to discuss current and upcoming deals, share updates, and stay abreast of any new programs or incentives they’re considering. Periodically, I also check in with our Canadian and LATAM team leads. Outside of standing meetings, I typically check the legal queue in Salesforce to see if any new assignments have been assigned to me and note any deadlines.

From there, I draft new seller or supply path optimization (SPO) agreements, work with my business counterparts to review new redlines received from clients, put together pricing amendments, and review press releases, announcements, and blog posts from the marketing team. 

In the late afternoon, if I’m in the office, I’ll take a walk around Madison Square Park, and if I’m home, I go to the neighborhood park across the street from where I live. It’s nice to get a breath of fresh air. I usually end my day by making a to-do list for the next day. 

Talk about a recent project that you’re proud of yourself and your team for accomplishing.

Over the past two years, we’ve dedicated more team resources toward assisting the DF team with SPO deals. Each deal has been so unique, often including different incentive offerings, territories, revenue tiers, and payment schedules. I’m proud of how we’ve focused our attention on each deal to customize the terms, provide illustrative examples of how the incentive offerings work, and proactively address questions clients may have about language within the contract. We’ve seen tremendous growth in the number and success of SPO deals, and I’m happy that the work we’re doing along with the DF team is impactful. 

What do you enjoy most about your role?

I love learning from and collaborating with my team. There’s really not a day that goes by that I don’t learn something new. My coworkers are truly brilliant people and are so down to earth. They have an endless bank of knowledge and are so willing to share. I enjoy the exchanges of ideas and passionate debates we have during our team calls, especially when strategizing on how to deal with a new legal challenge, such as a privacy-related concern. We lean on each other often to solve problems and share contract language. 

What’s your go-to hobby to unwind and recharge outside of the office?

Kickboxing! It’s a great stress reliever and something I really enjoy doing. When I was in law school, I picked up boxing. Over the years, I downgraded to kickboxing when I realized I wasn’t about to be the next Laila Ali. It’s more sustainable. I also recently started cooking Sunday dinners for my family and loved ones who live close by. They get fed, and I get to try new recipes. Everybody wins. It feels good to know they enjoy my food.

Study examines the impact of advertising within premium streaming content 

Mumbai – November 14, 2024 – Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, today unveiled its latest research study, “Why Streaming TV Is a Must-Buy.” The research examines the impact of advertising within premium streaming content in India, revealing that ads in this environment enhance ad recall, cultivate greater trust, and drive greater purchase intent.

“The combination of increased internet access coupled with Smart TV adoption is powering the rapid growth of India’s streaming TV audience,” said Gavin Buxton, Managing Director, Asia at Magnite. “Our latest research highlights that advertising in streaming’s premium environment yields significantly better results than other digital formats. As streaming TV viewers in India increasingly opt for ad-supported content, advertisers who focus on integrating streaming into their media strategies have a unique chance to reach highly attentive audiences in a premium environment.”

“As the Indian market continues to embrace ad-supported streaming, Magnite’s research findings demonstrate that advertising on streaming platforms drives powerful results compared to other digital channels,” said Prabhvir Sahmey, Senior Director, Ad Sales, India at Samsung Ads. “Amid the shift in consumer viewing habits, advertisers have valuable opportunities to plan their campaigns around premium streaming TV inventory. Streaming platforms that can consistently deliver an exceptional user experience, along with compelling content that meets the standards viewers have come to expect, will be able to retain subscribers and stand out in a crowded landscape.”

Key findings from Magnite’s study include:

• Ads on streaming TV are more memorable and impact purchase behaviors. Compared to video-sharing platforms (VSPs), streaming TV boasts higher rates of ad recall, producing an 11% higher rate of unaided recall when an ad is shown more than once. This influences purchasing decisions, with 32% of streaming TV viewers agreeing they often purchase a product after seeing an ad.
• The premium nature of streaming TV correlates with positive brand outcomes. While 100% of streaming TV is premium content, nearly all (92%) of VSP viewers spend most of their time watching non-premium content. Premium content consumption encourages focused and deliberate viewing, resulting in a highly engaged audience, 86% of whom pay attention to the ads they see in this setting.
• Streaming TV’s premium environment boosts credibility and trust, helping brands win consumer loyalty. Nearly all of those surveyed (86%) feel ads on streaming TV platforms enhance a brand’s credibility, and 88% report that they trust the brands they see on streaming TV. This blend of credibility and trust positively influences the likelihood of consumers to make future purchases. 

To explore additional insights, please click here. 

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Methodology

Magnite partnered with MediaScience, a global leader in media research and measurement. The study consisted of audience testing in a simulated viewing experience, where participants added Streaming TV and Video Sharing Platform (VSP) apps to their personal devices. Each participant watched content (TV shows and videos) and was exposed to ads appearing in naturally occurring ad breaks or as pre-roll. The panel was immediately surveyed after the viewing session to capture attitudinal responses. This two-factor research design provides a multidimensional view of Streaming TV and VSP viewers and points to differences between post-exposure behaviors and their effects on advertiser outcomes.

About Magnite

We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising platform. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, vibrant Mumbai and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.

Media Contact:

ideosphere Consulting, Ltd.
minal@ideosphereconsulting.com

Magnite previously highlighted how we advance sustainability through partnerships, our SBTI commitments, and industry collaborations. Now, let’s dive into the tools, solutions, and tech partners that boost ad tech efficiency and deliver energy savings.

Magnite empowers publishers to monetize content across CTV, online video, display, mobile, audio, and DOOH, while agencies and brands trust our platforms for high-quality, brand-safe ad inventory. To effectively process trillions of ad transactions daily, Magnite optimizes data processing and auction efficiency to deliver better results and cost savings to our clients, while being more sustainable. Key innovations we’ve employed for years, including our unique traffic shaping technology, supply-path optimization solutions, and strategic tech partnerships, all contribute to significant efforts for a smarter and greener ad ecosystem.

Performance-Driven Traffic Shaping

Imagine sifting through a flood of ad requests, filtering out the noise, and focusing on what truly matters — that’s the power of traffic shaping. Traffic shaping is the strategic process of filtering large volumes of ad requests that, if left unfiltered, can use up valuable processing resources and dilute a buyer’s bidstream. As a result, effective traffic shaping builds the most efficient, highest-quality, and most scalable path to premium supply for buyers. By prioritizing the most relevant inventory to each buyer, this technology enables publishers to gain additional revenue from buyers at scale, delivering efficiency and profitability in today’s fast-paced digital marketplace.

Magnite’s traffic shaping technology originated from the acquisition of nToggle in 2017, giving us many years of experience and innovation in solving traffic challenges. We have a dedicated team of data scientists, engineers, and product managers focused on developing and automating algorithms for our traffic shaping suite across all Magnite platforms: the SpringServe ad server, DV+ SSP, and Streaming SSP, and solutions such as ClearLine.

Our traffic shaping tech uses machine learning to automatically manage and prioritize ad requests on our platform and for each demand-side platform (DSP). By automating this process, we can quickly evaluate requests early on to focus on those that will monetize best. This helps us save processing power and reduce energy use per request. We also use outbound traffic shaping to streamline traffic by deciding which requests to send to each DSP based on location, format, publisher, users, and other signals, so that we maximize performance and QPS efficiency for each individual DSP.

Driving Efficiency through Supply-Path Optimization

Supply-path optimization (SPO) helps marketers focus their budgets on the most efficient and transparent ways to buy ads, improving their buying power and ad performance across high-quality media. By reducing the hops between buyers and sellers, SPO prevents multiple exchanges from sending the same ad opportunity to a single demand-side platform (DSP), which also helps reduce carbon emissions. Magnite has SPO deals with major buyers like Kroger Precision Marketing, Canvas Worldwide, Klick Health, and Good Apple Digital. Magnite also powers consolidated buying solutions such as the GroupM Premium Marketplace, giving advertisers easier access to top-quality publisher inventory.

Another example of how Magnite creates direct paths to premium supply is ClearLine. ClearLine is a self-service buying solution that provides agencies with direct access to premium CTV, OTT, and OLV inventory, reaching 9 out of 10 ad-supported streaming households across the US alone. By reducing the involvement of multiple exchanges and decreasing the processing power required, ClearLine significantly increases ad spending on working media. Agencies, including Rain and Camelot, have seen improved campaign performance through ClearLine’s scalable and efficient media buying processes.

Technology Partnerships for a Greener Future

Sustainability thrives on innovation and collaboration. By joining forces with like-minded companies, we can drive even greater impact, enhancing our solutions with a focus on energy measurement and optimization. Together, we’re pushing boundaries and accelerating progress. Here are some of the key partners helping us move the needle:

• Scope3 provides carbon emissions data about media to allow buyers to make more informed campaign decisions. Layering Scope3 data across Magnite’s vast inventory helps advertisers better understand and reduce their carbon footprint. For instance, Magnite’s Green Media Products (GMPs), powered by Scope3 data, enable buyers to easily identify supply paths that reduce climate risk (or high carbon) inventory.
• Greenbids offers tech solutions that reduce the presence of ineffective bid requests, thereby decreasing the carbon impact while preserving campaign and web performance. Magnite’s Demand Manager clients can easily integrate the Greenbids solution via Control Center.
• SeenThis offers technology that reduces the amount of data downloaded by online video viewers, speeding up load times and improving the user experience. SeenThis ensures that ads only stream when in view, preventing the download of ads that might never be seen, which helps reduce unnecessary emissions.

At Magnite, we continue to expand our technology partnerships to deliver greater value and efficiency, boosting sustainability for media owners and the entire ad ecosystem.

Continued Pursuit of Improved Efficiency

At Magnite, we are pioneers in creating new technologies and boosting market efficiencies to better manage not only our own energy use but that of our clients and partners to reduce the overall environmental impact of ad tech. By aligning our innovation with the goals of our clients, partners, and the wider media ecosystem, we’re helping to drive a more sustainable future. As the industry evolves through smarter optimization and performance enhancements, emissions will shrink, paving the way for stronger, more impactful results.

Leading consumer electronics brand to leverage Magnite’s ad server and SSP to enhance the viewer experience and capture the full value of their inventory 

New York—November 12, 2024—Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, announced TCL, one of the world’s best-selling consumer electronics brands and leading technology companies, has selected Magnite to elevate its streaming strategy and strengthen its ad-supported business. TCL will use Magnite’s SpringServe ad server to enhance the viewer experience and leverage Magnite’s streaming platform to capture the value of their premium inventory. 

For two consecutive years, TCL has upheld its second-place standing in both the global and US TV market by brand, shipping a total of 25.26 million TV units in 2023, securing a 12.5% market share. The integrated free streaming service, TCL Channel, boasts a membership exceeding 24 million globally, offering a substantial amount of advertising space.

Magnite technology helps publishers seamlessly manage the complexities of video advertising, and will play an important role in supporting TCL as they introduce more innovations into their streaming strategy. TCL will implement various custom tiles and pause ad units leveraging the SpringServe ad serving platform. Looking ahead, Magnite will work with TCL to help provide buyers with insights to better inform their advertising decisions.

“As we leverage our global standing to build our US advertising business, it’s imperative that we work with strategic partners who can help ensure our foray into the largest ad market in the world is successful,” said Jeremy Straight, VP of TCL FFalcon Ads. “Working with Magnite ensures we have invaluable tools and resources to be a destination for premium inventory. Their best-in-class technology and service in addition to relationships with premium demand partners will allow us to meet the unique needs of advertisers in this market.”

“Magnite continues to be the preferred partner for leading OEMs, which signals confidence in the strength of our technology to support their unique needs,” said Ryan Kenney, SVP, Streaming Platform at Magnite. “A solution that can manage diverse formats while keeping the viewer experience seamless is key in today’s streaming landscape, and we’re pleased that TCL has chosen us to help them tackle these opportunities across their content spectrum. Advertisers looking to reach audiences across premium OEM inventory can turn to Magnite as the gateway to accessing these valuable environments at scale.”

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About Magnite

We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.

About TCL

TCL Electronics (1070.HK) is a leading consumer electronics brand and leader in the global television industry. TCL now operates in more than 160 markets around the world. The company specializes in the research, development, and manufacturing of consumer electronics products ranging from TVs, audio, home appliances, mobile devices, smart glasses, commercial displays, and more. 

Visit the TCL website at https://www.tcl.com.

Media Contact:
Megan Hughes
mhughes@magnite.com