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Control Center is a hub for Prebid modules within Magnite’s Demand Manager platform which makes it easier for publishers to add and test third party vendors – such as Browsi – to help grow revenue and improve user experience.

Having launched Control Center in 2021 primarily as a turnkey solution for managing third party Identity modules, Magnite has since expanded its capabilities to enable the addition of other third party vendors, while continuing to relieve publishers of the associated development work, contract admin, and billing. Leading AI technology SaaS company Browsi was the first third party vendor to launch within Control Center and LADbible Group is one of the first publishers to take advantage of this integration to manage personalized AI-based ad experiences in one place.

Giving inventory a personalized touch

LADbible Group has a monthly global audience approaching one billion across a number of well known brands including the original LADbible as well as UNILAD, GAMINGbible, SPORTbible, Tyla and more. With its network attracting such a huge amount of impressions, maximizing the value of those impressions is a key objective. To optimize these audience opportunities, LADbible looked to Magnite for a solution that could provide simplicity of setup, flexibility to test and iterate, and the ability to maximize results.

Leveraging the Browsi Lite solution on GAMINGbible enabled the optimization of impressions for viewability, finding the best placements and layouts for ads to perfectly fit each individual user, in order to create more opportunities to monetize each impression. Demand Manager’s Control Center provided a simplified method of integrating Browsi’s Lite solution into LADbible Group’s ad tech stack by centralizing vendor management and relieving them of the associated development work, contract admin, and billing.

“I’ve used Browsi at previous publishers and have always seen success, but this is the first time integrating it using Magnite’s Control Center, which has made a big difference from a resource perspective which frees our devs up to focus on other things. We’re continuing to deploy Browsi across more of our sites, with the plan to increase personalized inventory by more than 50% because purely hard coded ad units assume that every user reads the same way, every article is designed in the same way, every user behaves or scrolls in the same way – and they don’t.” Sherzod Rizaev, Director of Commercial Operations at LADbible Group

Balancing UX with revenue

Browsi’s Incremental and In-View Ad Refresh features use machine learning algorithms to find the optimal ad layout on the page for each user in real time. Using those features, publishers are able to create dynamic rules to show more or less ads depending on the user, their behavior, and the content they’re viewing and can ensure ads are located in the right place for each specific user. This allows publishers to balance user experience and revenue in real time, keeping their impression waste to minimum. For example, on live pages on SPORTbible covering transfer rumors or results, LADbible may want a user experience that involves less ads.

During initial testing on GAMINGbible, incremental ad positioning was used within the page, inserting the dynamic algorithmic ad through Browsi via the Control Center. Within one week of pushing the feature, there was a 39.5% increase in won impressions.

Room to grow and drive more success

Due to the quick and noticeable success of the test, LADbible Group removed its hard coded ad units and Google Publisher Tag code in favor of the Browsi integration across all of GAMINGbible. With more sites lined up for testing – including UNILAD and Tyla – LADbible Group’s team is successfully spending less time on ad unit configurations and more time driving results. The Browsi integration through Control Center brings simplicity to configuring and testing ads, as well as removing the admin work associated with bringing on a third party vendor, all of which saves time and resources that can be invested elsewhere.

“Being able to offer publishers the streamlined and powerful offering that comes with two tech vendors like Magnite and Browsi working seamlessly together is critical in making publishers’ lives easier, leaving their devs to invest their time elsewhere” Asaf Shamly, CEO & Co-Founder at Browsi

For Magnite, Demand Manager’s Control Center continues to grow, adding more third party vendors to centralize vendor management and relieving publishers of the associated development work, contract work, and billing.

“Being able to integrate third party vendors such as Browsi into our offering at Magnite bolsters our ability to simplify publisher operations so they can focus their efforts on creating great content for their users that creates maximum revenue opportunities.” Garrett McGrath, SVP Product at Magnite

German-based FAST and AVOD service expands its programmatic OTT advertising capabilities

Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising platform, has entered into a strategic collaboration with rlaxx TV, an ad-supported VOD service available in 26 countries.

As part of the deal, rlaxx TV will utilize Magnite’s technology to manage its OTT inventory across CTV and mobile apps. Magnite’s CTV platform provides rlaxx TV with tools specifically built to support premium, long-form video and the high-quality viewing experiences that this content demands.

“In order to make high quality VOD content accessible for free, we’re focused on making our advertising as efficient and effective as possible,” said Ronny Lutzi, CEO at rlaxx TV. “Magnite’s proven track record working with major OTT media owners as well as the industry-leading features within their CTV platform give us great confidence that we are on the right track.”

The rlaxx TV app is now available on more than 60% of smart TVs in 26 countries as well as on media streamers, iOS and Android mobile devices, and as a Beta version on the web. The app is free of charge and does not require registration.

“Ad-supported streaming is growing across Europe and we’re looking forward to working closely with the rlaxx TV team to capture this momentum,” said Sam Wilson, Managing Director of CTV, EMEA at Magnite. “Magnite’s technology will give rlaxx TV more advanced tools, insight, and control to help them make the most of the inventory and grow their programmatic advertising strategy.”

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, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.

About rlaxx TV

rlaxx TV is an ad-financed and therefore free of charge streaming service where content is shown in linear theme-based channels of diverse content providers. Functions such as pause, restart, or watch later as well as the possibility to access an on-demand library are of course included. In this way, the app combines the relaxed experience of linear television with the flexibility of Video on Demand. rlaxx TV is like television – but different! rlaxx TV is currently available in the following 26 countries: Germany, Austria, Switzerland, UK, France, Netherlands, Denmark, Finland, Sweden, Norway, Belgium, Iceland, Luxembourg, Italy, Spain, Portugal, Poland, Turkey, Mexico, Brazil, Chile, Venezuela, Colombia, Australia, New Zealand and South Africa.

In addition to Amazon Fire TV, Apple TV, Xbox, iOS, iPadOS, Android, as a browser version and Android TV, rlaxx TV is also available on most smart TVs from the following manufacturers: Samsung, Panasonic, LG, Blaupunkt, Hisense, Hitachi, JVC, Medion, Metz, Sharp, Telefunken, Toshiba, Grundig and Vestel. The rlaxx TV app can be easily downloaded from the App Store on the Smart TV and directly streamed for free and without registration.

A strong user experience is necessary to drive positive brand affinity for both the content owner and the advertiser to engage consumers on any screen successfully, be it on a living room TV, mobile phone, or OOH screen.

On the second day of Advertising Week New York 2022, Insider Inc. reporter Lara O’Reilly sat down with SVP, Advertising Sales at FuboTV, Lynnette Kaylor, General Manager at SpringServe, Joseph Hirsch, and Chief Revenue Officer at Loop Media, Bob Gruters, to discuss why their companies are hyper-focused on providing users with great ad experiences.

O’Reilly: As a way of introduction, could you give me an example of what a good user experience looks like for your companies?

Gruters: At Loop Media, we program and curate the content in retail businesses and sell advertising against it. So for us, user experience matters incredibly so, because if you walk into a bar, restaurant, or bowling alley, you are not going there to watch a half-hour segment of Modern Family. The content has to feel endemic to the place. For example, at an Italian restaurant, the owners may want to show drone footage of beautiful landscapes, the Coliseum, or olive orchards. We have to make sure we can supply that type of content and ads that complement that.

Kaylor: FuboTV is the leading sports-first live TV streaming platform out there. We offer over 50,000 live sporting events per year, but we also believe in a diversified content offering. It’s important for our users to get the right content at the right time and have an easy-to-navigate platform. We’re collecting data constantly to ensure that everything is personalized towards them.

We’re also very cognizant about where we place various ads and when. We have banner ads that clients can use to drive audiences to a certain upcoming program. Or, let’s say you’re a food delivery service, and you know that there’s a big game coming on — you can serve an ad to viewers tailored to that moment. We’re intentional with our ads and ensure we don’t clutter the platform. We just ranked #1 in Customer Satisfaction among live TV streaming providers by J.D. Power, and a lot of that is because we have such a user-friendly and clean platform to use.

Hirsch: As an ad server, the goal for us is never to put the consumer in a position where they see ad content that doesn’t represent the brand’s ethos. We’re the last line of defense between the consumer and the advertiser. You have to minimize, if not bring down to zero, every circumstance that compromises the user experience. We like to give our clients the flexibility to set the rules of how they want their ads run. In a very basic competitive separation example, you don’t want to run a Ford ad next to a Chevy ad. However, some marketers or publishers might have a more relaxed approach and prioritize revenue over ad experience. Our goal is never to create policy. Our goal is to enable our clients to execute the ad policy that they see fit.

O’Reilly: Do you have examples of when improving user experience also improved business results?

Kaylor: We’re a big believer in interactive entertainment. For example, we have a Multiview experience, where you can watch four games across four channels simultaneously, which is great from a sports perspective on the weekend. We have free-to-play games to engage our audience further and encourage them to stay on the platform longer. These elements help differeniate the product experience on Fubo.

Hirsch: At SpringServe, we can personalize how much advertising we serve each consumer in proportion to the content they consume. If someone just subscribed to a service, we can pare back the ads, so the viewer isn’t hit with two 90-second ad blocks back-to-back when they’re new to the service. Then, we can increase the ads based on their tolerance. So, for viewers that consume content religiously and watch everything no matter what, that’s an opportunity to say, “Well, this person’s ad experience can be a little longer.” We cater the user experience to consumption habits, which improves long-term engagement and, hopefully, revenue. 

O’Reilly: Do you see ad formats becoming more innovative to create a more seamless experience?

Gruters: At Loop Media, we play with ad formats, and we do it by looking at location versus consumer. Ideally, you want the ad to feel natural to the environment or establishment it is playing in. We constantly played with ad load in January and February this year and found a really good groove that businesses have responded to. We also can tailor the content itself to the environment. For example, with upcoming midterm elections, we’re getting comments like, “Hey, this bar is all-Democrat, and you played a Republican ad. Can you change that?” Because all ads are created equal. If you’re going to get one, you’re going to get all of them. So, if you don’t want political ads in your establishment, let us know. We’ll turn them off. Our players are addressable. That’s the fine-tuning that creates a better experience.

Hirsch: I think an interesting thing to contemplate is that an ad break is, essentially, an interruptive experience. It breaks up the continuity between the content, and then you have non-interruptive ads, like ads that can be paused or sponsored. Regarding monetization, ultimately, if you’re balancing the user experience, you could add in non-interruptive formats, which will increase revenue without adding more mayo to the sandwich, as it were.

Kaylor: We have banner ads that almost seem part of the platform, just like you’ll see in a traditional MVPD. They’re unobtrusive. We also have our own Fubo Sports Network, where we bring the athletes into our users’ homes. We can have that programming sponsored. For example, we can have someone drinking a certain soda brand. That gives us other revenue streams and advertising opportunities that are less interruptive. 

O’Reilly: How do you turn the user experience into a value add, be it for your client, the platform, or the end user? I’m thinking about things like solving for volume normalization, lag, etc. How much is that at the top of your agenda?

Hirsch: Again, our responsibility is never to create an experience with an ad that causes the person to stop using the service. It’s a delicate environment. To your point, if the ad is too loud and the ad is for Lexus, you might have a negative association with Lexus. My goal is never to have blood on my hands. That means looking at ad load, competitive separation, sound quality, and pod deduplication – which allows publishers to avoid showing the same ad more than once in a commercial break.

O’Reilly: What metrics do you use to measure a good user experience?

Gruters: We measure time. We have a business portal where you can see how long a retail establishment has kept a content player on relative to how long the business is open. If the business is open for eight hours, and the content player was on for two hours, that probably indicates a bad user experience. But if they’re open for 12 hours, and we’re on for 12 hours, we know the experience is likely positive. 

Kaylor: A range of things. We do brand lift studies, we work with Nielsen, and we work with other currencies. Often, it’s dictated by the client and who they want to work with. The measurement aspect of CTV is still in its early days, but given the addressability factor, we can do a lot of really unique things.

Hirsch: There are tons of stats that can be pulled from this digital advertising technology, but you have to find something that has meaning. For a TV-style app, things like content consumption per user per month are meaningful. How many minutes did each user watch per month? You can generally say that the more content consumed, the better the user experience probably was, especially in ad-supported environments.

Magnite’s technical capabilities and integrations with premium publishers fuel 23% year-over-year growth in omnichannel ad spend in Asia across the Magnite platform

SINGAPORE – October 26, 2022 – Magnite (NASDAQ:MGNI), the world’s largest independent omnichannel sell-side advertising platform, today reported growth across Asia, delivering a 23% increase from H1 2021 to H1 2022 across its platform compared with the overall APAC digital advertising market’s expected 12% growth in 2022, according to Magna Global. The positive results come as Magnite’s technical capabilities and integrations with premium publishers have been met with strong omnichannel demand, coupled with increasing OTT viewership across all screens, including mobile and CTV, throughout the region. 

The success Magnite has seen in advertiser spend is directly tied to the company’s ability to provide scaled inventory from the most premium publishers in fully transparent transactions. Magnite currently works with a wide range of publisher clients in the region, including Viu, WeTV, iQIYI, Vidio and iWantTFC.

According to Magnite research, 86% of streaming viewers say they don’t mind watching ads – provided that the ad loads are kept light. Magnite enables advertisers to find these audiences across OTT and has seen meaningful growth in the number of advertisers investing in OTT as viewership has shifted to streaming. Advertisers in the F&B, technology and business verticals running OTT campaigns with Magnite increased their spend by 173%, 128%, and 149% respectively between Q2 2021 and Q2 2022. Overall impressions grew by 55% across the region during the same time period and OTT represented over 53% of regional impressions in Q2. 

In response to this growth, Magnite has brought on several new senior hires to the team: 

The team has proven expertise that will drive forward Magnite’s presence in key regional markets across Asia. Magnite also plans to open up roles across account management, solutions engineering, sales, and product to grow inventory scale, support advertising demand, and elevate data enablement and advanced sell-side programmatic capabilities. 

“Deepening and expanding our successful client relationships in Indonesia, the Philippines, Vietnam, Singapore, Thailand and India are a key priority for us,” said Gavin Buxton, Managing Director, Asia at Magnite. “We see incredibly strong demand for a best-in-class SSP that enables brands to reach consumers across all touchpoints including mobile devices and CTV as it is starting to increase scale in the region. We continue to be the preferred platform that connects advertisers to premium publishers who are searching for the most comprehensive omnichannel ecosystem to reach their audiences.”

“As the fastest growing OTT platform in Indonesia, Vision+ looks to technology leaders like Magnite for guidance in navigating the digital landscape,” commented Clarissa Tanoesoedibjo, Managing Director PT MNC OTT Network. “Since working with them, our advertising business has seen significant growth. We look forward to the continued expansion of our relationship as Vision+ broadens its premium content library to reach viewers at scale. The Magnite team always provides support to improve our business and we’re confident that with their help, the business will continue to advance.” 

“In the rapidly changing digital landscape, it’s important that we work with technology vendors like Magnite who are ahead of evolving trends and take an active role in helping us to reach and exceed our business goals,” said Pavan Arora, Head, Programmatic Revenue & Operations at Hindustan Times Media Ltd. 

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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, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.

Media Contact

Einsteinz Communications

Pru Quinlan

pru@einsteinz.com.au 

Today’s expanding TV ecosystem is still quite fragmented from a business and consumer perspective. This affects media planning, ad quality, and the audience experience. Nielsen’s State of Play report found that 64 percent of streaming viewers desired an aggregated bundle to make selecting content easier, indicating a demand for greater simplicity in TV viewing.

On the first day of Advertising Week New York 2022, Magnite’s Chief Revenue Officer Sean Buckley sat down with Disney Advertising’s SVP of Addressable Sales Jamie Power and Fox Corporation’s SVP of Data Strategy and Sales Innovation Dan Callahan to discuss creating a more unified viewing experience in TV. Here are some inside views on measurement, addressability, and how the industry can move towards a more streamlined path.

Buckley: From a programmer’s perspective, how do you improve content discovery for consumers? 

Callahan: Content discovery is critical to the streaming experience. As an industry, we’ve probably done ourselves some disservice by trying to push content out as broadly and as rapidly as we have to the masses. I often forget what content I’m watching and what platform or service it’s on. We’ve got to figure out a way to make content discovery more seamless and connected to the platform. At Fox, we’re trying to do that by bringing our content to the forefront and being on the platforms where users are consuming.

Power: Because TV is so fragmented, finding content can be harder and harder, but it’s all about relevance through data. That means using data to reach an audience and learning what type of ads a consumer will gravitate toward most in a streaming environment. At Disney, we’ve pioneered new ads like Pause Ads and Binge Ads on Hulu to be more thoughtful in how we engage viewers. It’s about using the data to understand what’s working for the consumer and what’s not because the data doesn’t lie.

Buckley: Live events, live sports, in particular, are a major part of both of your portfolios. How do you look at monetizing live events? 

Power: Programmatic for sports is a huge opportunity because 60 percent of sports viewing occurs during the weekend. So, the programmatic market can help make it easier for buyers to reach the right audience at the right time. Whether it’s live streaming or not, it doesn’t matter. What’s paramount is knowing your audience and using technology to aggregate that audience at scale.

Callahan: Live linear is top of mind for us. Our portfolio shows that the majority is live news and sports. For those bigger broadcast moments where it’s about reaching a broad audience at scale in its totality, we are stitching through that linear commercial load — we call that “linear pass through.”  I’m excited about Dynamic Ad Insertion (DAI). During the weekend, when there’s that traffic spike, anywhere between 10 percent and 20 percent of inventory is now being monetized programmatically. More people are streaming live sports. We’re exceeding those forecasts, and we can take advantage of that inventory with programmatic. There’s a big opportunity for us to co-mingle direct and programmatic. The ideal is to have DAI where programmatic and direct can appropriately share an ad pod and take advantage of every break within it.

Buckley: You both have converged portfolios across both streaming and linear. In this last upfront cycle, what has the experience been like with the buy side, selling both?

Power: We have to rethink how media plans have been built for the last 25, 30 years. It’s not always starting with cable and then adding streaming. The data says if you start with streaming and then add on cable, it’s a way more efficient way to buy. We all need to do our best to activate the data and make sure we’re not planning with legacy tools.

Callahan: We’ve seen a lot of agencies and selling teams restructure themselves to think about video in totality. There’s been a rethink about systems, tech, and data and measurement. 

The systems of activating and planning are still separate. We’re doing our best to unify the buying experience to make it more frictionless and easier. 

Buckley: The measurement discussion has been top of mind for buyers with the emergence of alternative currencies. How central is that discussion to your business?

Callahan: I do think a change is coming, right? We’ve all been talking about it for the last couple of years. I think the incumbent measurement provider has some solid footing to continue to be the primary. But what we’ve begun to explore for ourselves, as well as for some clients, is a secondary target. And I think as we continue to become more comfortable with measurement alternatives and understand how they perform against what we’ve been doing business with, that comfortability will grow. But that change hasn’t been fully switched on yet. 

Power: At Disney, we’re trying to let the advertiser tell us how they want to measure audiences. So we’re enabling measurement and making it more open from a currency standpoint. To me, it’s all about the currency. I care more about driving outcomes for our clients. We’re taking the data, reading the KPIs, helping recommend audience segments, and then showing that the measurement signals actually worked at the end of the campaign. 

Buckley: How are buyers talking about traditional transaction models versus programmatic? 

Callahan: So I think it’s still split, right? You still have a lot of traditional buying in the sense that the brand knows it wants to be adjacent to certain content. So, they buy through the traditional models of an IO and tags. That’s still a large part of our business. 

But we are growing our programmatic capabilities. Our focus is on co-mingling the right mix of programmatic demand with direct demand. Having direct demand to help set that baseline and drive a strong upfront, and then building your programmatic marketplace on top of that has been our approach for the last couple of years. 

Power: I don’t think the programmatic and direct businesses necessarily compete. They’re both just ways to transact. A lot of our advertisers transact money upfront and then we let them choose — Do you want to do this programmatically or do you want to do this direct? For us, it’s about making it easier to transact at scale. And when you’re doing audience-based buying, programmatic technology does make it easier for brands to scale audiences. So we’re seeing an uptick in programmatic executions.

Buckley: The definition of addressable TV is nuanced and multi-dimensional. How do you define addressable TV? 

Power: I would say addressable is identifying an audience using first, second, or third-party data. The audience could be a demographic and sending a message to the IP, the household, or the device ID. I think the early definition of addressable meant strictly sending audience segments to the set-top box at the household level. But now, when we live in this world of crazy fragmentation, you really need automation and programmatic technology to aggregate the audiences at scale. I would say programmatic is the future of addressable.

Callahan: I don’t think everything is addressable today, right? There are still dark spots where we’re not getting those right signals. I agree about the first, second, and third-party data application. For us, our addressable business is still primarily direct, meaning IO tag-based. We are making forecasts and reservations on segments to hit the right device. Overall, addressable can include a wide array of custom segments and targets, and then you have programmatic, which has a data-driven element.

Buckley: In 5 years, is everything in the television ecosystem going to be addressable? What do you think that looks like?

Callahan: In the future, the opportunity to make everything addressable will be there. I don’t think in five years, we will be at a footprint that is a 100 percent addressable. There are players who continually try, in desktop and mobile, to obfuscate targeting signals. So, there are going to be walled gardens that programmers won’t be able to access on an addressable basis. 

There’s a whole tangled web of systems and processes, and we’ve got to get our house in order on the digital side to make the content fully addressable. Will linear and digital become streaming altogether? I think so, in ten-plus years, but probably not five.

Power: The technology is already here to make the entire ecosystem addressable. In theory, everything could be addressable today, and the majority of the market is enabled with addressable technology. But not everyone’s embracing it yet. 

Buckley: What do you think will be the next big surprise in the TV market?

Power: I don’t know if we’ll have a big surprise. I do think the metrics are going to change. We’ll see newer metrics come into the market. We’ll be using identity graphs more and interoperability more. We’ll use them in sync, and you’ll be able to really action off of the data to see the reach and frequency holistically, not in the way walled gardens present it. It will all become more holistic and unified.

Callahan: I agree with that. With this in mind, Fox announced our expanded partnership with Innovid last week. So, what is linear plus streaming? How do we think about that viewing audience and consumption in totality? I do think that some of the technical gaps and glitches are getting worked out. We’re all focused on thinking about video and live content in totality and hopefully breaking down some of these silos of linear and digital. I think it’s going to be exciting, and hopefully, it gets easier.

Power: So you think it’s going to be easier? Do we agree on that?

Callahan: Yes. I agree. It can’t get any harder!

NEW YORK – October 20, 2022 – SpringServe, the leading independent TV ad serving platform, today announced that VIZIO will be leveraging the SpringServe Tiles solution to enhance the content discovery experience across VIZIO SmartCast for millions of users in the US. Building on its mission to deliver immersive entertainment through cutting-edge smart TVs and ad-supported content, VIZIO’s adoption of SpringServe Tiles will bring sophistication, intelligence, and control to the management of content on the home screen.

“We are continuously looking for opportunities to improve the experience for engaged audiences through innovative and contextually relevant content and messaging,” said Travis Hockersmith, Group Vice President, Platform+ at VIZIO. “SpringServe’s Tiles helps deliver personalized experiences, and simplify the search and discovery process for millions of users, whether searching for subscription or free content.”

Tiles gives publishers flexibility to showcase custom creative within the streaming interface in any size and a wide variety of formats. Publishers can use the functionality to highlight content recommendations or feature non-intrusive display advertising. SpringServe’s advanced ad serving functionality including targeting and reporting are built into the Tiles format, giving publishers workflow efficiency.

“We created Tiles to bring the precision of video ad serving to the content discovery experience users see when they turn on their connected TVs,” said Joe Hirsch, General Manager of SpringServe. “This technology, built off the IAB native ads spec, brings new tools to the most important first impression consumers have with their television, the navigation of the home screen. CTV Native Tiles gives TV manufacturers like VIZIO additional non-interruptive ad experiences in the form of pause ads and sponsored scene selection.”

About SpringServe

SpringServe, now part of Magnite, is the leading independent ad serving platform, purpose-built for OTT, CTV and video advertising. Its software offers a full stack of ad serving, optimization and automation solutions that make video ad serving smarter across devices. Trusted by leading publishers & advanced TV distributors, its platform delivers control, transparency, and analytics to help increase ad performance and revenue from media sales. For more information, visit http://www.springserve.com.

About VIZIO

Founded and headquartered in Orange County, California, our mission at VIZIO Holding Corp. (NYSE: VZIO) is to deliver immersive entertainment and compelling lifestyle enhancements that make our products the center of the connected home. We are driving the future of televisions through our integrated platform of cutting-edge Smart TVs and powerful operating system. We also offer a portfolio of innovative sound bars that deliver consumers an elevated audio experience. Our platform gives content providers more ways to distribute their content and advertisers more tools to connect with the right audience.

For more information, visit VIZIO.com and follow VIZIO on Facebook, Twitter, and Instagram.

Contact

Kar Yi Lim

klim@magnite.com

NEW YORK – October 19, 2022 – Fox Corporation (Nasdaq: FOXA, FOX; “FOX” or the “Company”) today announced a partnership with Magnite (Nasdaq: MGNI), the world’s largest independent omnichannel sell-side advertising platform (SSP), to serve as the launch partner to power programmatic campaigns for OneFOX video inventory across the company’s leading entertainment, sports, streaming and news portfolio. Today’s announcement is part of FOX’s continuing strategy of providing more innovative advertising tools and resources to further deliver integration and alignment with its industry-leading brands, as well as enhancing an advertiser’s return on investment through effective innovative solutions.

OneFOX provides advertisers with seamless access to streaming audiences at scale and the opportunity to leverage the full power of FOX’s unmatched portfolio of premium content across all connected TV, streaming, AVOD and FAST video inventory.

Magnite will serve as a sell-side advertising platform connected to the OneFOX inventory. Together, FOX and Magnite will build custom technology solutions that further streamline the buying process and enable advertisers to create one simple and unified plan to deliver their private marketplace (PMP) and programmatic guaranteed campaigns across the FOX portfolio.

“In unifying our vast library of assets, we recognized the need to identify the right technology provider who could help deliver our premium inventory to advertisers,” said Dan Callahan, SVP Data Strategy and Sales Innovation at Fox Corporation. “Magnite’s programmatic expertise and industry-leading technology make them the perfect fit to connect buyers with FOX audiences across all our properties. We have been impressed by what Magnite has created to support our inventory monetization efforts and look forward to the growth of our relationship.”

“With OneFOX, FOX has consolidated its large audience footprint and as viewers shift to CTV and OTT, buyers have increasingly turned their attention to programmatic as a way to reach these audiences with greater efficiency,” said Mike Laband, SVP, Programmatic Platforms at Magnite. “We look forward to building out technology to support this shift and streamline access to FOX’s suite of premium inventory for advertisers.”

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, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.

About Fox Corporation

Fox Corporation produces and distributes compelling news, sports, and entertainment content through its primary iconic domestic brands, including FOX News Media, FOX Sports, FOX Entertainment and FOX Television Stations, and leading AVOD service Tubi. These brands hold cultural significance with consumers and commercial importance for distributors and advertisers. The breadth and depth of our footprint allows us to deliver content that engages and informs audiences, develop deeper consumer relationships, and create more compelling product offerings. FOX maintains an impressive track record of news, sports, and entertainment industry success that shapes our strategy to capitalize on existing strengths and invest in new initiatives. For more information about Fox Corporation, please visit www.FoxCorporation.com.

Media Contact

Media Relations:

Kar Yi Lim

klim@magnite.com

917-658-1994

Investor Relations:

Nick Kormeluk

nkormeluk@magnite.com

949-500-0003

We caught up with Katya Shkolnik, head of partnerships at Future Today, to chat about how Future Today’s userbase has grown as CTV audiences skyrocket, putting an importance on acquiring content. Shkolnik also shared her thoughts on what makes a great CTV experience — including an emphasis on content — and the significance of contextual data. We also dove into some common CTV issues and how SpringServe’s Bingewatcher feature helps Future Today create a better user experience.

Google launched Unified Pricing Rules (UPRs) in early 2020 as an alternative to RTB Price Floors, allowing publishers to manage their floor prices across all of their programmatic demand within Google Ad Manager (GAM). Since then, Magnite has been working with a number of publishers to remove their exchange price floors and allow UPRs to enforce floors to save them time and help drive revenue lift.

What are Unified Pricing Rules?

Unified Pricing Rules allow publishers to centralize the management of target CPMs or floor prices in GAM across all of their programmatic demand. As a result, UPRs remove the need for publishers to manage floors in multiple UIs and enable more dynamic flooring to eliminate the possibility of RTB Rule Floors unnecessarily blocking revenue.

Floor prices within the exchange have traditionally been set as the lowest CPM price a bid will need to meet for each auction – a way for publishers to signal to bidders the price to beat, thereby protecting the value of their inventory. However, such traditional floor pricing methods used in conjunction with UPRs can also throttle demand and result in lost revenue through unsold impressions, which is why Magnite recommends updating exchange floors to $0.01 and utilizing UPRs where possible.

UPRs drive performance uplift

Using UPRs as the sole means of flooring is not only a more efficient means of managing floors, but it also removes the potential for discrepancies between the prices set within the exchange and the true floors set within GAM. Magnite tests have shown that by embracing UPRs and removing the exchange floors, publishers can save time and help maximize their revenues.

Magnite recently worked with a premium news publisher to test ways in which they could improve their video ad revenues by replacing exchange floor rules with UPRs. By comparing the 14-day period prior to removing price floors with a 14-day period following the replacement of price floors with Unified Pricing Rules (UPRs), the publisher was able to see significant results.

UPRs are for all publishers

Magnite has worked with a number of publishers to remove exchange floors in favor of managing floors through UPRs in GAM. The net result has been impressive when exchange demand is no longer constrained by the impact that RTB Floor Prices can sometimes put on ad responses.

For any publisher using GAM’s UPRs for flooring their inventory, we highly recommend they update their RTB Rule Floors accordingly to help maximize revenue and save time:

Although traditional TV still reigns supreme in Japan, the OTT landscape is up-and-coming, with an increasing number of Japanese audiences embracing Connected TV as a popular choice for streaming. At AdWeek Asia 2022, held in Tokyo, Magnite, along with a panel of experts from both the sell-side and buy-side, gathered on 31st May to discuss CTV’s presence in Japan and the future opportunities it presents.

CTV & OTT Growth in Japan: Content and Partnerships-driven

OTT and CTV uptake in Japan has been relatively slow compared to other parts of the world. However, with increased partnerships between major companies such as Rakuten and Toshiba to develop content for CTVs, along with people upgrading their existing TVs for the Tokyo Olympics, tides are changing for OTT and CTV usage in Japan.

CTV offers the best of both worlds, says Michael Beecroft, CEO of Group M for Northeast Asia. “You’ve got all the benefits from long-form quality content, but you can watch the content when you want to,” said Beecroft. “And I think it almost becomes what I call ‘primetime all the time.’” 

CTV and OTT not only provide the best of traditional TV and the convenience of device choice to stream content on, the freedom of choice means that the audience for the ads is engaged. 

Beecroft emphasizes that “outside of maybe cinema, I don’t see any other more engaging moment to communicate your brand. Then OTT and CTV and then, of course, because it’s connected, there’s a return path. So, you can bridge different areas of that funnel as well.”

Addressing OTT/CTV Uptake Amongst Advertisers

Given the backdrop of OTT/CTV landscape in Japan, what are the advertisers’ take on the future of OTT and CTV? 

Narimi Horiuchi of Sapporo Beer mentions the perks CTV as a format brings to advertising clients. “One thing we are looking forward to, in utilizing CTV as part of our marketing plan, is for the ads (on CTV) to be able to capture the same ‘moments’ as traditional TVs are able to – while having the merits of digital advertising through targeting, etc,” said Horiuchi. 

With CTV serving as a great hybrid option between traditional TV and digital advertising, OTT advertising hits the sweet spot for both advertisers and clients. “While there haven’t been many case studies for successful CTV campaigns in Japan, it’s interesting for us to see how we can take a proactive stance through showing them the ads and being able to measure it on top of it,” said Horiuchi.

PORTO’s Daiki Yoshida spoke on what audiences and clients can expect from the DSP operators regarding CTV. “With CTV, what’s important will be our ability to analyze and evaluate content within the CTV environment,” Yoshida said.

Yoshida also noted CTV’s impact on advertisers’ marketing activities. “We believe it is important for brands to analyze the use of CTV at specific points and the resulting indicators, and to share them with DSPs, while having a clear marketing goal in mind,” Yoshida added.

Future of CTVs

Both demand and supply-side experts shared their hopes for the CTV landscape in Japan. For advertisers, there was a unanimous agreement on the need for availability and accuracy in the measurement of the ads. 

Ryuhei Terada of TBS spoke on TBS’s initiatives for CTVs, where “we are developing independent content for overseas publishers, along with formatting existing content for overseas streaming.” He also spoke on encouraging advertisers to take on CTV advertising as a format, as “we see the importance of offering measurements such as click, conversion, searchlight and brand lift, which are the baseline for digital advertising. The most important thing is that we are able to provide that environment for measurement even with a TV-like format.” 

DAZN’s Matsutoshi Hirada also noted the unique positionality of CTV ads on their streaming platform. “As you know, DAZN provides streaming for sports tournaments such as J-league and professional baseball – which makes our content a certain niche,” said Hirada. “This means that our audience, regardless of demographics such as age or gender, is people who have the same interest. This puts us in the position of being able to capture a specific type of audience, and for us to think about with regards to ad placement.”

Ken Harada of Magnite Japan ended the session with a statement on the CTV landscape in Japan. 

“(With CTV) the landscape, the audience takes control of the viewing environment, which changes things from the traditional TV experience,” said Harada. “Especially with CTV, while content can be watched on the same screen, on different formats, the user’s ad experience is the same – and that’s the most important thing for us. With CTV being able to be measured even when bought programmatically, we are looking forward to the growth of CTV in the future.”