As Magnite and Roku’s ongoing partnership enters its seventh year, we’re excited to support Roku’s continued success with their recent announcement of the Roku Exchange. 

Roku boasts a user base with over 80 million active accounts streaming 100 billion hours of content in 2023 alone. For advertisers, reaching this audience presents a significant opportunity. Magnite plays a critical role in facilitating this by streamlining the process for buyers to access Roku’s inventory and reach the right viewers. In short, Magnite provides seamless access to Roku’s massive and engaged streaming audience. 

Here are some of the ways Magnite helps Roku establish a more direct path to advertisers and empowers them with audience and identity solutions fit for streaming. 

A Shared Focus on Efficiency and Effectiveness

One of Magnite and Roku’s shared priorities is supply path optimization (SPO), which helps deliver higher-quality impressions, reduces fees from unnecessary intermediaries, and improves transparency. Our deals with holding companies make it easier to buy Roku inventory. 

In particular, the GroupM Premium Marketplace consolidates media investments within a central platform, harnessing Magnite’s deep connections with top media owners and its advanced technology. This opens up a vast pool of inventory across diverse screens and formats. 

Additionally, Roku has access to unique demand via Magnite’s ClearLine solution, an ad server-agnostic offering that provides agencies with direct access to premium video inventory on Magnite’s platforms. 

Magnite’s dedicated Demand Facilitation team also helps unlock incremental demand opportunities by fostering strategic partnerships with media buying agencies to ensure a seamless flow of ad spend toward media owners. This facilitates a centralized marketplace that streamlines transactions for both buyers and sellers. 

Leveraging Collaboration for Reach

Magnite’s role extends beyond simply connecting buyers and sellers. In today’s privacy-centric landscape, audience and identity solutions are also critical for success. 

In the Magnite Streaming SSP, close to 100% of Roku’s ad requests can be attached to at least one data segment, with a match rate of 90%+. This allows buyers to reach the viewers they want with greater precision. Additionally, Roku utilizes Magnite’s audience and identity tools to onboard and activate data, making it more accessible to buyers. Roku leverages Magnite’s Data Lock feature to choose and customize the attributes, device, and content signals they provide buyers in the bidstream. This protection allows Roku to customize how they share these signals with each partner.

These capabilities allow advertisers to create campaigns that resonate with specific viewers, ultimately leading to better campaign performance.

Continued Innovation

In the rapidly changing landscape of streaming TV, we’re privileged to partner with Roku as we build first-to-market tools and technology that impact numerous advertisers and consumers. As streaming viewership continues to accelerate globally, we look forward to helping Roku and media owners deliver unparalleled ad experiences, bridging streaming supply and demand, and moving the industry forward. 

As the TV landscape continues to evolve, marketers are holistically examining their media mix to include streaming, digital, and linear TV while seeking to benchmark investment. They’re also looking to activate incremental audiences across platforms. 

Through Magnite’s preferred partnership with OpenAP, we have a direct relationship with a data-driven linear partner that allows advertisers to get a unified view of campaign performance across linear and programmatic digital.

In addition, marketers can extend the reach of their existing linear buys by building incremental reach campaigns across CTV.

This allows advertisers to seamlessly compare campaign effectiveness and reach across platforms, enhancing their linear and streaming impact.

Case Study: A Unified Buying Strategy

A leading global software company recently leveraged this partnership to conduct a unified campaign across linear, digital, and programmatic platforms. 

The goal of the campaign, managed by the media investment group at GroupM, was to activate premium inventory via GroupM’s Premium Marketplace (GPM), leveraging the brand’s linear audiences in programmatic CTV.  

To accomplish this, the company worked with OpenAP to activate the brand’s audience on the OpenID identity spine, thereby leveraging a unique identifier that resolves linear and digital audiences into a common identity spine for TV.

As Abbey Thomas, Chief Revenue Officer at OpenAP, shared, “As marketers seek more transparency and actionable measurement from TV buys, Magnite’s partnership with OpenAP helps brands measure success across their linear and programmatic CTV investment holistically – all through the OpenID identity spine.”

The company achieved more impactful results by using Magnite’s pipes with OpenAP. By using a unified audience, GroupM minimized duplication across CTV and linear and reported that only 6% of digital impressions served also reached traditional linear audiences.

This deduplication and audience extension underscore the impact of integrating linear data into programmatic buys – all while reducing redundancy and maximizing reach. As Sam Polandick, Director, US Programmatic Investment from GroupM, highlighted, “With OpenID, we are able to deliver strategic audiences, at scale, across linear and digital ecosystems, eliminating duplication all while maximizing reach and media investment for our clients.”

Simplifying Audience Activation

Magnite and OpenAP’s deep partnership simplifies the audience activation process, enabling buyers to quickly integrate and extend their campaigns across different media types. Whether advertisers are focused on linear, digital, or a balanced strategy between the two, the partnership provides valuable tools to enhance any buying strategy.

For instance, video investment teams that buy a split between CTV and linear can directly compare and leverage their linear data in CTV campaigns. Digital buyers, meanwhile, can employ targeted light linear segments to ensure they are not serving the same ad to the same audience across different channels, thereby reducing waste.

As Thomas from OpenAP states, “In today’s TV market, everyone has a different approach. We work with all kinds of buyers and buying strategies to curate an audience strategy that delivers on their KPIs.” 

Magnite and OpenAP facilitate the activation of these campaigns and provide crucial insights into cross-publisher linear performance, allowing advertisers to identify overlaps and gaps in audience reach. This capability is increasingly vital as advertisers seek to deliver the right mix of linear and digital ads to households and gauge cross-platform performance at scale.

Unlocking the Full Power of Programmatic TV

With U.S. cable subscriber numbers dwindling, programmatic CTV becomes essential to any media buying plan. Here, Magnite empowers advertisers looking to effectively plan, buy, and measure video campaigns against a unified audience.

As the TV landscape continues to evolve, Magnite remains committed to transparency, interoperability, and fostering meaningful partnerships that deliver tangible benefits to brands. 

Reach out to Matthew Smith at Magnite to learn more about building incremental reach from linear buys.

Every day, millions of people power on their TVs, and VIZIO’s home screen is the first thing they see. This creates valuable opportunities to engage those people, delivering better user and ad experiences. VIZIO utilizes Magnite’s SpringServe ad server to deliver a seamless ad experience and was an early adopter SpringServe’s Tiles offering. As VIZIO continues to grow and innovate in a rapidly evolving streaming landscape, we recently spoke to Travis Hockersmith, Group Vice President of Platform+ at VIZIO, to learn more about the importance and future of native ads in CTV.

1. When it comes to the ad experience, what are VIZIO’s key priorities?

We know people rely on VIZIO to power their streaming TV experience, and we take that responsibility seriously. That’s why our home screen ad experiences are centered around personalized content recommendations, which aid viewers in their search and discovery process. And by prioritizing search and discovery, we provide advertisers with meaningful touchpoints while enhancing the viewer experience, ultimately making the best use of our inventory.

2. Where does VIZIO see native ads fitting into the streaming ad experience?

Native ad formats, coupled with trustworthy data assets like Inscape’s ACR and premium inventory, provide our media and entertainment advertisers with an opportunity to hit their KPIs and drive viewership. The format of “native” is evolving within the streaming ecosystem. By serving native ads through Tiles, we’re able to deliver high-quality results to our buyers without disrupting or negatively impacting the user experience.

Our sales team has done a great job representing these units in the market, and our advertisers have seen remarkable results since we expanded this offering. We’re able to help drive tune-in, sell high-touch sponsorships, promote different products or offerings, and highlight any number of our initiatives across highly viewable real estate in areas such as the home screen or when a user pauses a program.

3. What was it that initially drew VIZIO to adopt the Tiles solution?

In recent years, we’ve continued to see demand for home screen native ads served through Tiles as they offer a seamless option for engaging viewers, even those that only stream ad-free content on their TV devices. Streaming is also opening the door to an entirely new world of advertising that extends beyond traditional linear inventory. The home screen is the new mass-reach vehicle in the streaming environment. It offers brands an opportunity to aggregate significant reach even against viewers who are lightly exposed to traditional 15 and 30-second spots.

The Tiles solution specifically allows us to create operational efficiencies by serving, optimizing, and reporting this format alongside our CTV ad formats within one platform. Magnite has created a workflow that allows us to move faster than our previous solution, providing us with the tools to manage the Tiles inventory in an efficient and optimized manner. As a result, we’re able to drive optimal revenue with a holistic view of how ads are performing through the use of the reporting that Magnite is able to provide across multiple formats. It’s solutions such as Tiles that allow us to bring exciting packages to our advertisers, while continuing to innovate within the video format as well.

4. Are there any innovative applications of the Tiles product you’d like to see?

We continue to focus on how we can improve our data capabilities to give advertisers as much detail as possible to optimize ad performance. So for us, leveraging the data that VIZIO has access to is always top of mind. We’re able to include this data in our offering to buyers to help ensure that we’re reaching the right audiences with the right campaigns to ensure KPIs are hit.

Contextually relevant ads targeted to specific audiences more likely to engage is a powerful combination and one that we’re leveraging consistently to ensure a better user and ad experience. Being able to target the right opted-in user at the right time and improvements that allow for even more engagement are all things we’re happy to see coming front and center to the Tiles product. Additionally, more automation always helps us move faster and serve both our customers and advertisers.

As the industry continues to innovate against a backdrop of signal loss, the mission of finding effective and scalable cookieless opportunities has led many to contextual targeting options and more precise first-party data. To scale campaigns against first-party data, buyers require standardized segments that use a common taxonomy that can then be activated across auction packages in multiple media environments.

Download the case study to discover how a leading global automotive brand leveraged the power of Magnite Audiences – cross-publisher audiences grounded in first-party data – to fuel a new product launch campaign across display and online video.

The way people watch TV is changing, and LATAM is no exception. Consumers are increasingly moving away from linear TV in favor of Connected TV (CTV). Viewers are also interested in free or reduced-cost ad-based streaming services.

According to Magnite’s research study, 83% of people in LATAM across Argentina, Brazil, Colombia, and Mexico who watch streaming TV are watching content with ads. Ad-supported viewers also place a high level of trust in the ads they see. In fact, 83% of this audience in LATAM find the ads to be trustworthy within TV.

We recently spoke to Essio Floridi, senior director of sales and operations at Samsung Ads LATAM, about the booming CTV market in the region, the challenges and opportunities for Samsung TV Plus, and how programmatic plays a crucial role in maximizing its potential. 

1. In what ways is CTV growing in LATAM?

As everywhere else in the world, there is a noticeable shift from linear TV to on-demand content and FAST services in LATAM as well. In the region, traditional TV and video have always played a crucial role in both entertainment and advertising. CTV and streaming have brought another perspective to TV as a medium, which is why it is experiencing significant growth in LATAM. 

The key factors for this growth are the increased internet penetration and the growing adoption of Smart TVs, the popularity of global and local streaming services, as well as FAST services that continue gaining traction, and advertisers recognizing the potential of CTV for targeted advertising.

2. What are the benefits of working with an SSP like Magnite as CTV evolves in LATAM?

At Samsung Ads, we sell both directly through our sales team via insertion orders (IOs) and programmatically. Working with an SSP offers several key benefits, the most important being the ability to scale our business and expose our inventory to a wide range of potential buyers—something that would be unthinkable without this technology.

By connecting Samsung Ads with multiple demand sources, we can enhance monetization and maximize revenue. The SSP also automates the ad buying process, reducing manual work, streamlining operations, and allowing for more efficient and scalable selling. This automation enables us to focus on the quality of our content and data, differentiating ourselves even more from our competitors and bringing benefits to our clients.

3. What are the biggest challenges Samsung TV Plus faces with CTV advertising?

Samsung TV Plus is the biggest free, ad-supported (FAST) service in the region, with more than 200 channels – and it keeps growing month after month – and great penetration and engagement with the audience. So, from an audience perspective, we are very well positioned, also taking advantage of the great market share our hardware business has in LATAM.

Talking about challenges they are all related to the natural pains of implementing a new business and offer, but among them, two are very specific for each one of our targeted audiences. One is related to the consumers and their experience with our platform, where we need to maintain growth while managing the ad load to ensure the overall user experience while consuming our service. The second one is to show advertisers the uniqueness and added value that curated, professionally produced content in a brand-safe environment can bring to their brands and campaigns. 

4. How does Samsung TV Plus use programmatic technology to benefit your clients?

This technology enables the delivery of highly targeted ads based on viewers’ demographic and behavioral data, ensuring that advertising messages reach the right audience, thereby increasing engagement and ROI.

The automation provided by programmatic technology simplifies the buying and selling of ad spaces, reducing the need for manual intervention and making the process faster and more efficient. 


Ultimately, the relevance of ads delivered through programmatic technology enhances the user experience by making ads less intrusive and more engaging, contributing to viewer satisfaction and retention.

5. Give an example of an advertiser you’ve worked with and how they’ve utilized your services and relationship with Magnite for maximum growth.

Our partnership with Magnite has been crucial in expanding our operations in Brazil and Mexico. Magnite covers the market, agencies, and brands we need for local growth. Recently, for example, we closed a deal with Bradesco through our Google partnership that was executed via Magnite as our SSP. This deal included selling video from Samsung TV Plus, all managed programmatically. This approach allows the industry to handle media operations with us according to their preferences, strengthening our collaboration and success.

6. How has the growth of FAST channels in LATAM contributed to the need for programmatic advertising in the region?

The growth of FAST channels in LATAM has significantly increased the demand for programmatic advertising in the region. As FAST channels gain popularity, they attract diverse audiences with varied viewing habits, which, in turn, calls for more precise and efficient ad targeting. Programmatic advertising meets this need by leveraging data-driven insights to deliver tailored ads to specific viewer segments, maximizing engagement and ROI for advertisers.

Besides that, programmatic technology’s scalability and automation streamline the ad-buying process, making it more cost-effective and accessible for advertisers looking to tap into the growing FAST channel viewership. The rise of FAST channels in the region will make programmatic advertising an essential tool for effectively reaching and engaging this expanding audience.

7. How will CTV evolve within your overall media planning strategy in the next few years?

CTV will play an increasingly pivotal role in the overall media planning strategy. As consumer behavior continues to shift towards digital and streaming platforms, CTV offers a unique opportunity to reach audiences in a more targeted and engaging manner.

One key aspect of the media buying strategy will be to leverage the insights from recent studies conducted by Samsung Ads, such as the Rule of 30, in Brazil. This study’s outcome emphasizes the importance of balancing reach and frequency in advertising campaigns, ensuring that ads are seen by a broad audience while also being relevant and impactful.

After balancing the media buying investments, professionals will focus on maximizing the capabilities of CTV for personalized advertising. By utilizing data-driven insights and advanced targeting options, we can deliver tailored ads to specific audience segments, increasing the effectiveness and efficiency of ad campaigns.

All in all, CTV will evolve to become a central component of the media planning strategy, offering unparalleled reach, targeting, and engagement capabilities that align with the evolving digital landscape.

SPO: A Buyer’s Perspective

Understanding What’s Important to Buyers Now and in the Future 

Changes in supply dynamics are forcing advertisers to think differently about supply paths and consolidate partners, giving them greater control and driving better results. Magnite worked with Advertiser Perceptions to understand how advertisers across the US, UK, and Australia are thinking about and using SPO.

 

Transparency Is Key

Advertisers are prioritizing brand-safe environments, media efficiencies, and a reduction in fraud when purchasing media through SPO.

Base: Global Buyers (aggregate of US, UK, and Australia)
Q: What are the important factors your [main client/company] takes into consideration when purchasing digital advertising using supply path optimization (SPO)?
Source: Magnite

Positive Impact

71%
of advertisers say reducing the number of intermediaries and streamlining access to publishers’ inventory has improved advertising.

Base: Global Buyers (aggregate of US, UK, and Australia)
Q: How much do you agree with the following statements? T2B
Source: Magnite

SPO Contributes Toward Sustainability Goals

Companies are holding themselves accountable by having carbon emissions and other sustainability related goals in place, with specific goals for marketing departments.

Base: Global Buyers (aggregate of US, UK, and Australia)
Q: Does your [company / main client] have carbon emission reduction goals or other environmental / sustainability-related goals in place?
Q: What is your estimated carbon reduction from SPO activity for your [company/main client]?
Source: Magnite

Magnite is the world’s largest sell-side advertising company, ranked number one in supply coverage by Jounce.

To see more key findings from the Magnite SPO study, please fill out the form below.

Download the Key Findings

Online video (OLV) advertising spend will surge to $120B this year, marking a 14% YoY increase. OLV inventory refers to any digital video content that is not on a social media platform or a streaming service—think of surfing the internet, watching a make-up tutorial, or a video of how to change your car tire. It’s become a key channel for marketers, capturing growing audience share and attention. Last year, the average person watched 17 hours of online video content per week. 

Online video’s pull underscores the importance of video ads as a lucrative source of revenue for publishers. However, for buyers, navigating the realm of OLV inventory requires understanding the distinctions between the different types of video ads — particularly in the wake of the IAB’s amended Video Ad Format Guidelines, which introduced a new video field labeled video.plcmt. 

Last year, the IAB Tech Lab updated its 2022 Ad Format guidelines to enhance transparency in digital video, with the user’s intent front and center. Given the new guidelines via video.plcmt, many predict that once adjusted, less than 10% of web video will be eligible for Instream declaration, which would reduce the majority of web video that is currently marked as Instream. That is a huge shift for buyers to consider.

The silver lining is that this shift also creates an opportunity for buyers to reevaluate how they view and buy OLV supply. These changes signal greater transparency in supply. They also underscore how imperative it is for buyers to understand the supply they’re actually bidding on, its value, and how that inventory fits into their greater marketing goals. 

Redefining Online Video Using Video.PLCMT 

Given these revised guidelines, publishers must identify their video as one of the four placement types outlined by the IAB using 1-4 in the PLCMT field. SSPs will pass these declarations onto DSPs for buyers to target and purchase accordingly. Here is a breakdown of what each PLCMT value represents. 

1. Instream Video: This refers to content that has a clear intent from the user to watch about a topic that a user requested to see and is the main focus of a web page. Again, think of a recap of who wore what at the Met Gala on Vogue or the highlights of last night’s game on ESPN. Sound on is also a consideration point, but because some browsers may override auto sound on, that shouldn’t be a main attribute of Instream. Again, it’s all about the user’s intent to watch that video. 

2. Accompanying Content: This placement was previously considered Instream, but since user intent isn’t a clear distinction here, and it’s not the main content on the page, it now has its own designation. The ad still plays within editorial content and has pre, mid, and post-placements. For this placement type, the sound is off by default. You may find these placements on recipe sites, news sites, and any other page where the publisher has video content that is likely related to the article or content you are reading. 

3. Interstitial Video: Interstitial video includes full-screen video ads that appear between the user’s content-consuming journey. Interstitials cannot be scrolled past and take up the majority of the on-screen view.
They are found within apps as users navigate through them and slideshow-type content sites. Think of ads between page loads or gaming apps as you level up. Great for viewability, completion rates, and, most importantly, user attention due to it being the only content on screen. 

4. Standalone: Standalone refers to video placements that only show ads without any other editorial content. The format doesn’t matter; it can be a floating player, a slideshow, or a native placement. This describes what most advertisers picture when they think of “Outstream.” The importance here is that publishers deliver these units with the user’s experience in mind. 

An Underlying Opportunity

Many marketers and traders have said they only want to buy Instream OLV. However, that may be more challenging moving forward. According to the new definitions, there is less scale, and true Instream placements will create more competition in programmatic and increase CPMs. That is why buyers must understand the value of the other placements. 

While PLCMT 2-4 videos may not possess the same “user intent” as Instream videos, they offer several overlooked advantages.

Efficient pricing: Overall, these placements tend to be much less expensive than Instream due to the scale it provides. Brands can use them to target specific performance campaign KPIs and back into their goals.

Maximized scale: Advertisers can extend their reach, giving them more choice and scale across reputable publishers that provide a good end-user ad experience.

High viewability, while less intrusive: With user experience high on their priority list, many publishers strategically embed these placements to capture their viewers’ attention and deliver relevant, viewable ads.

Done right, OLV ads allow brands to maximize ad dollars by reaching audiences at scale while achieving their KPIs. They offer options for pre-roll, mid-roll, and post-roll ad units—all in high-quality, premium environments.

Leveraging Online Video Effectively

Publishers and advertisers need to strategize effectively to maximize the unique benefits of online video in the current market. 

As we mentioned, Instream is what we hear marketers want most, but these new classifications will limit the scale of Instream. In the past, accompanying content passed as Instream, and that is why marketers enjoyed lower CPM prices and great scale when buying “Instream.” However, that will no longer be the case. Publishers with true Instream understand the premiumness of their inventory and price it accordingly. If a marketer does it right, accompanying content, interstitials, and standalones will all play their part in achieving the scale and efficient pricing along with effective performance.

To help marketers navigate the newly labeled video inventory, Magnite can offer private marketplace deals (PMPs) for scarce video inventory and auction package deals curated to performance metrics, verticals, or audiences at scale for video. Examples of Private Marketplace Deals and Auction Package Curation that we offer include true Instream, high-quality accompanying content and Outstream, high viewability, and high completion with no MFA inventory.

These deals empower advertisers to partner with our premium publishers to reach viewers in quality, high-impact environments while hitting their KPIs. As experts in curated supply, we help the buy-side activate effective, scalable, and premium OLV supply—whether it be true Instream or high-quality accompanying content, interstitials, or standalones.

I, for one, am excited to see how this new field will help buyers and publishers transact with more transparency around the inventory they’re targeting. There will be initial headwinds, but over time, it will be for the better. 

For more information on Magnite’s online video advertising solutions, contact us at usdf@magnite.com.

Netflix announced last week that it has selected Magnite as a key partner for its global programmatic advertising business. Beginning this summer, we are excited to activate with DSPs, starting with our partners at Google DV360 and The Trade Desk, to deliver ads on Netflix through our platform. 

It’s great to see Netflix continuing to lean into programmatic as the industry moves toward automation as the future of streaming advertising.

“We are thrilled to be helping Netflix leverage programmatic advertising to bring their amazing content to millions of consumers worldwide,” said Sean Buckley, Magnite’s Chief Revenue Officer. “Our commitment to Netflix, and all media owners, is to help them thrive by connecting with advertisers around the world on their terms.”

Magnite’s integration with Netflix is already underway and will play an important complement to their in-house ad server. We look forward to sharing more about this partnership in the coming months. In the meantime, congratulations to Netflix on a fantastic upfront lineup.

Advertisers Can Now Programmatically Reach TV Viewers Who Are Actively Shopping with Their Second Screen

Redwood City, CA – May 22, 2024 – Shopsense AI announced today that it is partnering with Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, to launch programmatic advertising across its retail media platform. TV shows, movies, sports, and live events have inspired shopping journeys for decades. Now, broadcasters leveraging Shopsense’s frictionless second-screen shopping experience will be able to incorporate programmatic advertising from brands looking to connect with consumers right at the point of purchase.

“Building out our retail capabilities with Shopsense was a natural partnership, as we are constantly looking for ways to super serve our viewers and advertisers”, said Leo O’Connor, SVP Advertising at Paramount Global.  “We’ve known that our content inspires the shopping journey for our viewers, and it was important to us to simplify the path to purchase by building content curated storefronts.  Making our stores accessible programmatically is essential because we always look for ways to simplify buying with us.”

As brand and performance buying teams make strides in becoming more coordinated, they’re looking to their supply partners to construct media plans that address their full funnel. TV broadcasters leveraging Shopsense’s retail media platform are maximizing exposure, consideration, and likelihood to convert for their sponsors by capturing their viewers’ focused attention through both the TV glass and their second-screen. The programmatic availability of retail media storefronts makes it easier for brand and performance buyers to coordinate their planning, activation, and measurement across their preferred DSPs.

“Brands want the opportunity to speak to consumers while they’re shopping in the aisle. Retail media to date has delivered strong performance,  but comes with frustrating limitations – non-standard formats combined with limited DSP and measurement selection,” Bryan Quinn, President & Co-Founder of Shopsense AI. “Shopsense flips the script by making it easy for brands to leverage their preferred programmatic advertising playbooks while connecting with consumers alongside their shopping journey. Magnite is the ideal launch partner because their flexible technology and industry leading demand-side partnerships allow us to quickly begin working with advertisers and retail media agencies using their preferred DSPs and measurement providers using IAB-standard display ads and in-store video retail media placements.”

“With U.S. retail media budgets poised to double to more than $100 billion in the next three years, we’re thrilled to partner with Shopsense AI,” said Sean Buckley, Chief Revenue Officer at Magnite. “The opportunity to bring buyers to the point of sale using our suite of industry-leading targeting and measurement capabilities makes it easy for buyers who have historically struggled with the lack of standards in most retail media opportunities.”

About Shopsense AI

Shopsense AI unlocks new revenues for media companies like linear and streaming TV platforms by making their original content instantly shoppable within their own e-commerce sites and mobile apps. The patent-pending, enterprise SaaS solution allows consumers to easily find and purchase AI-curated collections of clothing, home goods, sports gear and other products inspired by what they see on their favorite shows, movies, sports events and livestream broadcasts. Offering a low-lift, no-SDK integration, the Shopsense platform allows publishers to quickly activate second-screen shopping experiences that keep their viewers within their own content and commerce ecosystem, driving revenue, engagement and loyalty.

Visit Shopsense.ai to learn more.

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.

With election coverage surging and all eyes on the 2024 Presidential, Senate, and House of Representatives bids, ad dollars are pouring into political advertising. Amidst the political advertising frenzy, Erik Brydges, Magnite’s head of political demand, sat down with Dan Callahan, group vice president of national ad sales at Spectrum Reach, and Kate Holliday, VP of political and public affairs at Powers Interactive, to explain how election buzz can translate into advertising success. Here are the key takeaways. 

1. Ad-supported streaming is a “must-have.”

Just as great political operatives have a strong ground game, today’s top political advertisers need a strong “streaming game.” With the digital battleground becoming more crucial, ad-supported CTV is leading the charge in reaching persuadable and undecided voters.

Magnite’s Brydges shared, “Spend investment on CTV is significantly below where viewers are. However, there’s a lot of research around how critical ad-supported streaming investment will be this election cycle across must-reach and must-win generations.” 

Fewer young people plan to vote in 2024 – and if politicians want to make their case to reach them, their best bet is streaming. Eighty-eight percent of Gen Z engaged with ad-supported video streaming services. According to Magnite’s report, “Streaming Continues to Surge,” even 50% of Boomer TV viewers are watching ad-supported streaming too, showing its growing dominance across generations.

Callahan and Holliday echoed that ad-supported streaming has become a “must-have” for winning at the ballot box. Holliday explained, “The way viewers consume content today is different from even two years ago, where that migration from linear to streaming has really tipped the scales toward CTV.” In fact, 9 in 10 media plans have added CTV to their inventory today, according to Holliday. Callahan added, “According to the Nielsen Gauge Report, over a third of TV consumption is on streaming, so if you’re not leveraging it, you’re missing out on a lot of reach.”

The move to CTV is driven by its capacity to offer political buyers richer data compared to linear TV, enabling precise targeting of ads based on voter demographics, behaviors, and campaign issues. This allows for customizing ads in a privacy-focused way to specific districts, zip codes, and voter attributes like income or party affiliation. “We have the scale and pipes into the household,” said Spectrum Reach’s Callahan. “Spectrum News, which is one of the better-kept secrets in cable, offers an unbiased source of local content, to reach these local voters. It’s the number one news service among Spectrum customers.” 

2. Streamlining supply is a key consideration for buyers this cycle.

As CTV has rapidly expanded, media channels have developed their own interoperable proprietary solutions and platforms for a more seamless viewing experience, resulting in a fragmented supply. Meanwhile, audiences’ attention is fractionalized across a myriad of channels where buyers purchase inventory.

Political buyers should consolidate their purchasing power while reducing the amount of hops that fracture the inventory, allowing more dollars to go to media and less spent on unnecessary ad tech taxes. 

Supply path optimization (SPO) has become a critical tactic for buyers to reach voters across time zones and channels, especially when buying supply across a number of sources. It’s not just a buzzword; clients now expect it to be baked into their campaigns, added Holliday.

She continued on to say that online video (OLV) inventory is the “unsung hero of programmatic” and is expected to be the “workhorse” of video media plans when CTV inventory gets tight.

Political buyers should take a multi-pronged, omnichannel approach to achieve reach across channels – but do so through one trusted point of entry like Magnite. For instance, unlike some other SSPs, Magnite supports both the largest supply of CTV and OLV, all available in one place.

Holliday emphasized, “We work with many DSPs when it comes to inventory curation and rely heavily on Magnite for OTT and online video. When we leverage SPO against this inventory, we can see better match rates, higher win rates, and fewer fraud opportunities. There’s this halo effect to our campaigns.”

Those gains are key during this election cycle, which is expected to have a lot of activity up and down the ballot. With such a fragmented, omnichannel ecosystem, streamlining supply is critical for campaign success — particularly as political marketers straddle national and local spots. 

Streamlining the supply is critical for campaign success, Callahan added. “At Spectrum Reach the average household is tuning in an amazing four hours a day,” he said. “That simplifies fragmentation through aggregation and simplifies buying. Spectrum Reach is working with their SSP partners, like Magnite, to maximize their access to this vast local opportunity in a streamlined way.”

3. Easy creative approval processes remain crucial.

Buyers prioritize reaching voters on the largest screen in the house, but navigating complex and convoluted creative approval processes can be an insurmountable hurdle for political advertisers to navigate, resulting in spend migrating to publishers with more straightforward processes. Political buyers need policies to be clear, consistent, and easy to comply with, according to Holliday. 

Ultimately, these efforts aim to streamline the process and attract more political ad dollars toward programmatic advertising, a sector poised for significant growth compared to traditional linear television.

Trust is also a defining factor in campaign impact, particularly in politics. Audiences will respond better to ads they see in trusted environments alongside premium content (as opposed to, say, via social media, which garners lower levels of trust, per eMarketer). 

Elections are won or lost based on trustworthy messaging, and getting the right message to the right voter at the right time is essential. 

Looking ahead, as the coming election whips digital advertising into an election frenzy, ad-supported streaming is a must-have for political buyers to win over voters and key districts. Choosing the right programmatic partner can be as critical as choosing the right running mate.