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You can’t manage what you can’t measure. When it comes to tracking buyer spend commitments, publishers know this all too well. 

Until now, publishers have never had an easy way to track spend commitments they have with buyers. They would have to pull a report and manually analyze the data every time they wanted to track buyer pacing. With Magnite’s newest DV+ feature, that changes. Now, publishers have more flexibility and control over measuring and managing buyer commitments directly in their UI. This creates an easy, intuitive way to monetize inventory and understand buyer pacing. 

Introducing Spend Tracker

Our DV+ platform is making it easier than ever to track spending across demand sources and inventory types (video, display, DOOH, audio, and beyond). The new Spend Tracker app is now available in the Reporting tab, allowing publishers to assign spend goals and evaluate trends across multiple demand sources. An intuitive UI provides quick visuals so publishers can flexibly track fulfilled and pending commitments with buyers. 

With this new feature, publishers will be able to:

The Spend Tracker is handy for ensuring buyers are on track to hit agreed-upon spend thresholds but can also be used to track revenue across inventory and formats. This flexible inventory and format tracking functionality also allows publishers to track any internal company goals they may have for specific ad formats or portions of inventory.

Unlocking Value with Spend Trackers

The dashboard offers quick access to which Spend Trackers are on or off target, allowing publishers to track their commitments with buyers, understand how the buyer is progressing toward the goal, and provide useful pacing information to the buyer to help them achieve their commitment.

From the Trackers tab, users can see a sortable dashboard with views displaying all Active, On-Track, Upcoming, and Expired Trackers, with at-a-glance views of the Total Spend, Projected Spend, and a color-coded Projected Pace Value.

Publishers have the ability to edit tracker data selections at any time for maximum flexibility. They can change the demand sources they’re tracking, adjust inventory filters, and they can also export tracker data to easily share with their buyers or import the data into their own reporting dashboards.

“Magnite’s Spend Tracker is an easy-to-use and intuitive tool that helps our team track PMP revenue metrics for a number of different use cases,” said Nick Kaplan, director of programmatic at SHE Media. “Spend Tracker is the latest example of Magnite’s continued innovation of its PMP Deals product over the past several years, all of which have given publishers the tools and features we need to successfully set up, track, and optimize deals in an intelligent and self-sufficient way.”

“A few of the ways we’ve used Spend Tracker throughout the Beta include a) tracking revenue and pacing across groups of deals where we have commitments with brands and agencies, b) tracking PMP revenue across different formats we offer buyers, and c) tracking PMP revenue across various inventory breakouts such as our minority-owned sites included in our Meaningful Marketplaces initiative, or certain 1P audiences we offer our buyers,” he added.

As an ad exchange that facilitates more daily transactions than all of Wall Street combined, Magnite is always looking for ways to help publishers monetize their omnichannel content more efficiently. Spend Tracker unlocks value by helping publishers better manage spend, pacing, sell-through, and surface potential PMP opportunities from demand.

As the tide rises on advertising video on-demand (AVOD) and free ad supported TV (FAST), the role of programmatic technology in the future of TV advertising is evolving. Adtech is transforming the way publishers and content owners build their ad breaks, provide advertisers with greater controls, and drastically improve the streaming experience for their viewers. Content and ad creative metadata has a key part to play in ad serving innovations such as SpringServe’s BingeWatcher product, which automates the creative review process to improve ad experiences and drive campaign success.

Programmatic boost to CTV

Video advertising growth has driven overall programmatic display ad spending significantly in recent years as demand for video impressions has grown and consumer shifts to more streaming has led to more available inventory. According to eMarketer, by 2023 US CTV display ad spending will surpass $19bn accounting for more than 25% of programmatic video ad spend and 13.5% of programmatic digital display. As it continues to grow at double digits – 33% in 2023 – many are looking to adtech to provide enhancements to ad delivery, leveraging automation where possible to provide efficiency, improve ad experiences, and drive profits.

The increase in supply and demand for CTV inventory means more ads getting served, which thereby puts pressure on ad serving processes such as finding the optimal creative to serve in each request. This is where automation is crucial to help publishers better manage their workflows.

Automation boosts programmatic CTV

Historically, large amounts of CTV ad spending has come from upfronts or as part of programmatic guaranteed deals that don’t provide the flexibility that advertisers have become accustomed to in other programmatic display channels. Whilst in the direct world publishers view and approve creative manually, programmatic transactions happen much faster. As programmatic CTV ad investment grows, scalable tools that enable fast, efficient workflows will be critical for content owners to deliver seamless privacy-compliant, brand safe and brand suitable user experiences.

Tools that can provide automated real-time categorization enable publishers to deliver such flexibility, enabling quick and efficient selection of the best creative for each ad pod. Springserve’s BingeWatcher, for instance, is a scalable automated creative review tool for publishers of all sizes that enables them to categorize ad content accurately in real-time to match content to ads, ensuring both contextual relevance whilst respecting rules and regulations. By enriching their content metadata publishers can position themselves for lucrative CTV gains now and in the future.

Creating and scaling quality ad experiences

Given economic headwinds, consumers increasingly want more choice in how they fund their media habits, and as a result ‘ad-lite’ and fully ad supported models will proliferate in CTV. Therefore, the industry challenge is to ensure ad experiences match the quality of the content, ensuring they’re contextually relevant with no repeated or conflicting ads in order to avoid wasted budgets and erosion of consumer trust.

Much focus has been given to ad podding in CTV where publishers are able to sequence together multiple video ads, simulating a TV commercial break. BingeWatcher’s high levels of accuracy in analyzing and categorizing data can improve those ad pods, filling ad slots with contextually relevant, brand appropriate content that ensures creative deduplication and competitive ad separations, whilst respecting regulatory compliance.

Automated categorization of ad content could also help in implementing contextual approaches to CTV ads with increased privacy regulations and needs, tightening the focus on targeting solutions that are free from third party cookies and personally identifiable data. Aligning viewing content with ads could supercharge contextual ad experiences in CTV, which goes hand-in-hand with ensuring creative resonates with audiences regardless of what identifiers are available.

BingeWatcher: A programmatic enabler

With growing AVOD, FAST and live streaming ad opportunities, continuously growing CTV budgets and new buyers investing in the medium, automating programmatic workflows will enable publishers to keep up with the demand. This is why products such as BingeWatcher will be critical to make creative review smarter allowing publishers to screen ads in real-time whilst ensuring they’re classified accurately.

BingeWatcher is a fully-automated, easily scalable and highly flexible technological alternative to the manual process of creative review. BingeWatcher quickly and accurately scans, downloads and analyzes creatives in real-time, then assigns specific creative metadata attributes to each ad, after which it is immediately available in the ad server for consideration in filling an ad request. The ability to confidently vet ad creatives at scale in an automated fashion is a huge benefit to CTV and OTT content owners, saving them time, improving accuracy, with the added viewer experience benefits of audio normalization, ad deduplication, and competitive separation.

In the past few years regulation and consumer demand for better user experiences have focused largely on privacy. This movement yielded significant innovation in addressability as publishers aim to take back control of their data. In order to solve ‘signal loss’ challenges, there’s a clear and present opportunity for publishers to create and showcase their powerful audience signals in compliant and future-proofed ways to drive advertiser performance.

Seller defined audiences – a natural innovation

Magnite and others set the tone back in 2021, leading a consortium to test and iterate providing publisher-driven first party segments to buyers. Seller defined audiences’ (SDAs) was one of the outcomes of the IAB Tech Lab’s global Project Rearc initiative. As we begin to scale SDAs they will provide further fuel for innovation to address signal loss.

Seller-defined audiences (SDAs) provide a methodology for publishers to communicate first party audience attributes in an OpenRTB bid without revealing user identities. First party audience signals are mapped to taxonomies and curated into audience cohorts and those anonymized audience IDs are relayed via OpenRTB to downstream providers through existing Prebid header bidding integrations. This enables buyers to bid against those labels through DSPs. The industry currently lacks urgency to change buying practices since the third party cookie world still exists.  However, we fully expect that as third-party cookies go away buyers will turn to publishers for addressable audiences, and SDAs will anchor the solution.

Build it and they will come

The process for building SDAs is similar to building audiences for direct audience transactions – SDAs are just the privacy compliant vehicle for communication of those first party signals on the open market. As a result, accurate audience categorization and segmentation will become increasingly critical in attracting demand when third party cookies disappear. That’s why building these tools now – or working with those that can provide them – will help future-proof audience strategy.

Categorization into a taxonomy

Firstly, publishers need to extract all meaningful content themes, keywords and behaviors from a page visit into a taxonomy to relate those signals to user interests, brands and keywords. This can be done using automated categorization tools that leverage natural language processing. The output is mapped into the IAB Tech Lab Audience Taxonomy of 1,600 demographic-, interest-, and purchase-based attributes, and/or the IAB Tech Lab Content Taxonomy for contextual-based audiences. Based on recent discussions with a cross section of publishers, Magnite estimates that over 80% of publishers already rely on the IAB taxonomies to some extent. However, for publishers that want to leverage their even more unique (and high value) audiences they can map signals to their own taxonomy terms for selling custom audiences via direct deals or PMPs, and in SDAs with IAB Tech Lab’s approval.

Furthermore, the contextual intelligence that comes from improved categorization provides both a complementary and compliant alternative to behavioral targeting. Those same contextual insights can be combined and enriched with behavioral insights and custom event signals such as time-on-page, number of pages visited, and custom taxonomy terms to uncover further unique audiences for selling via however publishers choose.

Audience curation and segmentation

Once data is categorized, it is then ready to segment audiences using automated and/or manual methods. For automated methods this includes machine learning-driven segmentation techniques that build audiences as the signals come in, based on either preset rules determined by the publisher or where the AI sees high engagement in specific areas. For manual methods this means having a comprehensive audience builder where publishers can test and iterate combinations of audience variables, whilst also providing specific audience makeups for direct clients.

Fuel for innovation

In the face of potential ‘signal loss’ publishers are collecting valuable first party data to create controllable and compliant audience addressability, leveraging such audiences to power their direct and PMPs business. SDAs have opened another path for publishers to deliver against their highly valuable first party data, ultimately replacing how buyers previously bought these audiences via third party cookies with a privacy compliant and publisher-controlled method of audience addressability. As a result, by improving the ways we categorize, segment and curate audiences we can fuel improvements in both direct and open sides of our ad monetization, encouraging both standardization and differentiation in audience strategy.

How to get started

Publishers need supply-side partners that can provide the tools and controls to compliantly categorize, curate and activate their audience data now and in the future as the market continues to evolve. Automated categorization provides the basis for audience analytics, contextual intelligence, and more intelligent audience curation and segmentation. Leveraging those insights with machine-driven audience segmentation tools can further unlock audience value. Publishers looking to unlock data value engage SSPs like Magnite to provide comprehensive audience building tools tightly coupled with demand activation. With a single integrated partner, publishers can execute an end-to-end proposition for audience and monetization strategy across all channels.

Magnite’s “Live and Kicking: An In-Depth Look at Live Streaming” study explores the evolving consumer attitudes and consumption trends around live streaming TV across Australia and New Zealand

SINGAPORE — July 11, 2022 — Magnite (Nasdaq: MGNI), the world’s largest independent omnichannel sell-side advertising platform, has released new research, “Live and Kicking: An In-Depth Look At Live Streaming” that found broad adoption of live streaming TV among OTT and CTV viewers across all age groups in Australia and New Zealand along with high receptivity to advertising.  With streaming on the rise across Asia, the research highlights the potential opportunity for advertisers to reach highly engaged viewers on OTT platforms.

“At Vidio, live streaming has grown substantially year over year on our platform, with sports as the key driver of this growth. In 2021, the number of sports live streaming viewers grew six times over the year prior and sports was played eighteen times more,” said Tengku M Rizaldi, Head Of Sales at Emtek Digital. “Premium sports content, which is available across Vidio’s platform, also has a measurable impact on this growth, and will continue into the second half of the year as fans tune into the FIFA World Cup and English Premier League matches. Advertisers across Southeast Asia have a big opportunity to reach engaged fans who have abandoned traditional TV in favor of the flexibility and choice available on streaming platforms.”

Findings from the study showed that live sports streamers are more responsive to advertising than traditional TV watchers, with many reporting high ad recall – 39% and 31% in Australia and New Zealand, respectively – and discussing ads with someone after having watched them. Streamers have also discovered new products as a result of ads placed around sports content, in particular, while 25-31% have bought the product or service advertised. These results signify the effectiveness of live content at driving action and engagement.

“Australia and New Zealand continue to lead the way on streaming, and 82% of all Australian OTT users can be classified as live streamers, signaling an opportunity for the rest of the region” said Gavin Buxton, Managing Director, Asia at Magnite. “With the breadth of live inventory available and the preference for streaming increasing across Asia, broadcasters and advertisers should take note of where viewership is moving and invest in OTT to reach highly engaged viewers watching their favorite shows and sports.” 

Additional key findings include:

To explore additional insights, please click here. 

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Methodology

Magnite engaged Harris Interactive to execute an online survey to a nationally representative sample of 1,200 television watchers in Australia and 300 respondents in New Zealand. Qualifying respondents were aged between 18-64 and were a natural fall out of those watching 7+ hours of TV a week from a nationally representative starting sample.

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.

AUCKLAND –  July 8, 2022 — Magnite (Nasdaq: MGNI), the world’s largest independent omnichannel sell-side advertising platform, released a study entitled “Live and Kicking: An In-Depth Look At Live Streaming in New Zealand” that found sports streamers are more responsive to advertising than traditional TV watchers, with many stating they often remember the ads seen (31%) and search for the product or service (39%) after the fact. 

The study also found that nearly half of sports streamers have discovered new products as a result of ads placed around sports content, while 25% have bought the product or service advertised. These results signify the effectiveness of live sports content at driving action and engagement.

80% of all New Zealand CTV users can be classified as live streamers according to the study, demonstrating New Zealand continues to lead the way on streaming.

“As consumers increase their CTV consumption, we see live TV, especially live sports, being viewed even more in this environment. We commissioned this study to better understand how people access and interact with this content and how it can inform advertising decisions,” said Yael Milbank, Managing Director, New Zealand at Magnite. “One of the findings is that engagement with live content extends to the advertising that airs alongside it. Advertisers should be actively exploring this channel for the opportunity to engage with viewers who are highly receptive to advertising in real time.”

Live sports streamers are highly receptive to ads

Sports streamers are passionate about sports, with sports content making up nearly a third of their weekly total viewing time. While 31% of sports streamers agreed that TV ads are an important part of the viewing experience, 44% said that they are more attentive to ads in sports than those in other genres. This finding suggests a clear opportunity for advertisers to reach coveted audiences watching their favorite sports matches. 

The study also found that more sports viewers intend to stream live sports events including the Rugby World Cup Sevens, All Blacks Tests, and Commonwealth Games, than watch on traditional TV.

Additional key findings include:

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Methodology

Magnite engaged Harris Interactive to execute an online survey to a nationally representative sample of 300 respondents in New Zealand. Qualifying respondents were aged between 18-64 and were a natural fall out of those watching 7+ hours of TV a week from a weighted nationally representative starting sample.

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:

Megan Hughes
203-979-4806
mhughes@magnite.com

Nearly two-thirds of sports fans stream live sports and nearly half of OTT users stream more content now compared to a year ago

SYDNEY — July 7, 2022 — Magnite (Nasdaq: MGNI), the world’s largest independent omnichannel sell-side advertising platform, today released a study entitled “Live and Kicking: An In-Depth Look At Live Streaming in Australia” that found sports streamers are more responsive to advertising than traditional TV watchers, with many stating they often remember the ads seen (39%) and discuss the ads with someone (32%) after the fact. 

The study also found that half of sports streamers have discovered new products as a result of ads placed around sports content, while 31% have bought the product or service advertised. These results signify the effectiveness of live sports content at driving action and engagement.

82% of all Australian OTT users can be classified as live streamers according to the study, demonstrating that Australia continues to lead the way on streaming.   

“Live TV, especially live sports, is unmatched in its ability to engage viewers and we commissioned this study to better understand how people consume and interact with this type of content,” said James Young, Managing Director, Australia at Magnite. “One of the study’s key findings shows that engagement with live content extends to the advertising that accompanies it. With more audiences tuning into live TV via streaming than ever before, it’s another indicator that advertisers should be actively exploring this channel to reach high value audiences.”

Live sports streamers are highly receptive to ads

Sports streamers are passionate about sports, with sports content making up nearly 40% of their weekly total viewing time. While 40% of sports streamers agreed that TV ads are an important part of the viewing experience, 46% said that they are more attentive to ads in sports than those in other genres. This finding suggests a clear opportunity for advertisers to reach coveted audiences watching their favorite sports matches.

The study also found that more sports viewers intend to stream live sports events including the Commonwealth Games, NRL Grand Final, FIFA World Cup and tennis tournaments, than watch on traditional TV.

“OTT provides a premium viewing experience and offers advertisers the ability to reach highly engaged audiences in addition to the millions watching on traditional TV,” said Nicole Bence, National Sales Director of Digital at Seven West Media. “Historically, live sports have reached mass audiences on a linear service, but that tide is changing with the vast amount of content available live and on demand across OTT platforms. As we found with the Olympic Games Tokyo 2020, Australians watched more than 4.74 billion minutes on 7plus, making it the biggest digital event in Australian history. Streaming Olympic action on 7plus was particularly popular with younger viewers, with 18% of people 18 to 39 watching exclusively on 7plus, delivering an incremental audience reach on broadcast of 32%.”

Additional key findings include:

To explore additional insights, please click here. 

##

Methodology

Magnite engaged Harris Interactive to execute an online survey to a nationally representative sample of 1,200 television watchers in Australia. Qualifying respondents were aged between 18-64 and were a natural fall out of those watching 7+ hours of TV a week from a nationally representative starting sample.

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:

Megan Hughes
203-979-4806
mhughes@magnite.com

Publishers are always looking for better ways to scale their deals. Here, deal prioritization plays a key role in impacting reach, sell-through rate, and revenue.

While Prebid offers innovative and transparent solutions for header bidding, managing Prebid can prove complex. To address this, upcoming enhancements to Demand Manager’s Line Item Management Tool will streamline the setup and prioritization of deals through Prebid, helping publishers scale and monetize their campaigns.

During Magnite’s Demand Manager: Revolutionizing PG and PMPs in Header Bidding webinar, our partners shared why they choose to scale their deals through Prebid using Demand Manager.

Demand Manager Solves for Traditional Prebid Hurdles Around Deal Strategy

Prebid deal prioritization can be a heavy lift. Manually updating the prioritization of deal line items into GAM is complex and time-consuming. Publishers need to painstakingly piece together a holistic dataset to benchmark demand sources effectively regarding performance data. 

New features in Demand Manager address these issues by providing a centralized control center where publishers can run all their deals, giving them more transparency and control. 

Three pillars of Demand Manager put more control in publishers’ hands. 

  1. Transparency 

Publishers can’t always tell why certain deals are winning over others. Demand Manager gives publishers full insight into how their deal-based and open market demand compete so that they can prioritize intelligently. With Demand Manager, publishers get full visibility into their ad stack, allowing them to priortize and be more likely to win deals they are targeting.  

They also have the flexibility to prioritize deals based on campaign KPIs, choose which partners to run deals through, and update deal prioritization based on campaign performance.

  1. Standardization

Demand Manager’s tools enable publishers to prioritize and integrate all their deals through the same setup. Publishers can run all open market, PMP, and PG deals through a centralized configuration to help maximize efficiency and revenue.

  1. Increased Yield Opportunities

Centralized reporting gives publishers a holistic view into all of their ad stack monetization — so they can test different deal priorities and maximize results. With A/B testing and rich analytics, publishers can utlize data to predict how deals are performing. The Demand Manager UI lets publishers change prioritization in-flight to help maximize win rate and performance.

New Demand Manager Features Drive Additional Deal Spend

At Magnite, we’re always in step with our publishers to anticipate their next needs. To that end, we’ve developed new features, including Automated Deal Line Item Management and Analytics, to enhance deal management through Prebid.

Automated Deal Line Item Creation

Until now, if a publisher wanted to run a PG deal through Prebid, they would have to enter those line items manually. Automated Deal Line Item creation changes that. This new feature simplifies the implementation of PG and PMP line items through Prebid.

Automated Deal Line Item Creation includes: 

— Prioritized PMP and PG line item setup integrated within the DM workflow

— Simplified GAM setup to facilitate efficient yield optimization

— Sponsorship/standard deal line item creation

— Transparent, holistic view of all of a publisher’s deals to help the publisher hit campaign KPIs

Automated Deal Line Items also help publishers standardize their deals across all bidders, whereas previously, each partner would have to be configured separately. 

Analytics

Enhanced Analytics provide transparent insights across all demand, all in one place. Demand Manager’s Analytics include: 

— Data-driven insights to drive prioritization strategy

— A centralized location to benchmark Demand Manager deals against all demand sources (AdX, Preferred deals, open market, OB, direct sales, etc.)

— Aggregated reporting and/or A/B testing on one point of data and different ID modules to help enrich deal requests

Meeting the Needs of Our Publishers

Publishers voiced that they’re looking for better ways to scale their deals and gain more control over campaign KPIs — with greater transparency. Here, Magnite stepped in to fill the void.

Looking ahead, publishers will continue to look at deal prioritization to drive scale and revenue. New features like Automated Deal Line Item Creation and Enhanced Analytics help unlock the value of PMP and PG deals on Prebid as never before. 

Burger King Singapore wanted to generate awareness of the return of the Rendang Burger.  Magnite, together with agency Havas Media, launched a campaign across major premium OTT and News sites including Viu, Rakuten Viki, iQiyi and The Straits Times. The campaign leveraged Magnite Studio’s Branded Border End Card to drive greater engagement. 

Download the case study to discover how Magnite successfully delivered a CTR 4.7 X above industry average rates. 

Download Now

Magnite now enables advertisers to buy Samsung TV Plus inventory programmatically 

SYDNEY – June 23, 2022 – Magnite (Nasdaq: MGNI), the world’s largest independent sell side advertising platform, announced today a collaboration with Samsung Ads, a leading provider of advanced TV advertising powered by the largest global source of TV data.  This will allow marketers to add Samsung CTV inventory to their programmatic media buy, which includes Samsung’s free ad-supported streaming service Samsung TV Plus.  Magnite already works with Samsung Ads in the US, EMEA, LATAM, and India.  

Samsung TV Plus, which launched in Australia in November 2020, offers an internet-based TV experience to consumers with instant access to a wide range of exciting and premium content across news, sports, music, movies, entertainment and more. Samsung Smart TV users in Australia can access 69 free live TV channels, with the channel list growing monthly. Advertisers in Australia will have programmatic access to Samsung connected TV (CTV) inventory on Samsung’s premium ad-supported video on demand (AVOD) service.

Connected TV is one of the fastest growing mediums in Australia, with 11.9 million Australians having viewed internet content on a TV screen while over 8.6 million Australians do so daily, an 18% increase in viewership year–on-year. With consumption on the rise, online video advertising expenditure has also increased, with programmatic confirmed as the preferred buying method for content publishers’ video inventory according to the most recent IAB Australia Online Advertising Expenditure Report.  

James Young, Managing Director of Australia at Magnite said: “Programmatic CTV supply in Australia continues to grow at a rapid pace and Samsung will deliver a wider audience reach for buyers. We are delighted Samsung has selected Magnite to deliver a best-in-class advertising experience for their Samsung TV Plus product.”

Alexander Spurzem, General Manager for Samsung Ads Australia said: “CTV has generally made TV advertising more accessible, affordable and accountable for advertisers, programmatic takes that one step further making it easier for advertisers to buy. The collaboration with Magnite will unlock programmatic inventory for advertisers on Samsung TV Plus and help fuel growth of CTV in the market.”

ENDS

About Samsung Ads 

Samsung Ads delivers Advanced TV advertising at scale. Our advertising solutions are built on a unique source of TV data from millions of Smart TVs globally. Brands turn to our managed service and programmatic offerings to achieve incremental reach, compliment linear TV campaigns, manage frequency, find difficult-to-reach audiences and most importantly, measure outcomes. Samsung Ads provides the holistic view connecting linear, OTT, and gaming to help brands see the total advanced TV picture.

Launched in 2015, Samsung Ads has offices in the U.S., Canada, UK, Germany, Australia, India, Brazil & Mexico and South Korea. Samsung Ads is a division of Samsung Electronics and is the #1 TV manufacturer globally. 

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.

Exclusive integrations have maximized working media for publishers and enabled GroupM clients to realize incremental value across omnichannel media buys including CTV, digital video and display

NEW YORK – (June 22, 2022) – Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising platform, and GroupM, today announced exceptional initial results for GroupM’s Premium Marketplace. The exclusive integrations have enabled GroupM clients to maximize the value of their omnichannel buys and the proportion of working media for publishers. As a result, a series of top-tier media owners are now participating in the offering several months after its launch. 

Magnite and SpringServe’s sophisticated technology, which underpins the GroupM Premium Marketplace, provides advanced inventory access and direct connections into the publisher. The marketplace has enabled clients to achieve greater value, transparency and insights into their buys. AMC Networks, LG Ads and Univision, among others, have already benefited from the simplicity the Marketplace offers, with bids through the Premium Marketplace yielding high win rates on broadcast supply. Additionally, the iSpotCTV verification standards will be enabled through the GroupM Premium Marketplace exclusively through Magnite.

“With GroupM Premium Marketplace, we have seen a noticeable increase in win rates through Magnite when compared to the same inventory in other supply paths. This allows us to better scale across our campaigns,” says Esra Bacher, Managing Partner, Programmatic Investment Lead at GroupM. “With the additional level of insights we’ve been able to gain within the Premium Marketplace, we’re now able to more clearly understand where and how bids are competing, and better prioritize our demand.”

“GroupM’s Premium Marketplace has been proven to generate meaningful results for its clients and delivers greater control and transparency into supply and demand leads, which are critical to programmatic success,” said Sean Buckley, Chief Revenue Officer at Magnite. “We’re encouraged by adoption thus far and look forward to seeing continued exceptional results as we work with GroupM and continue scaling.”

Magnite and GroupM are pleased to garner the support of media owners:

“We have curated exclusive ad-supported channels on a wide variety of leading platforms, programmed with our high-quality and popular original content. Our integration with the GroupM Premium Marketplace provides programmatic access to our valuable and engaged viewers,” said Evan Adlman, Senior Vice President of Advanced Advertising and Digital Partnerships for AMC Networks. “AMC has had a programmatic first approach for years, so the GroupM Premium Marketplace’s partnership promotes and enables direct access to all of our distinctive content through a programmatic transaction without compromising scale for GroupM’s clients.”

Serge Matta, President, LG Ads added, “Advertising on CTV is a highly rewarding and also complex process that requires specialized technology. We have a long-standing relationship with Magnite as our primary ad server and SSP and it is great to see their integration with GroupM’s Premium Marketplace yielding positive improvements for industry players on all sides.”

“We are thrilled to be working with GroupM on a strategic partnership via their Premium Marketplace offering scale and performance across all clients,” said Roberto Tariche, Vice President, Programmatic Sales, Univision. “We look forward to continued growth and couldn’t be more excited with what’s ahead.”   

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 GroupM
GroupM is the world’s leading media investment company responsible for more than $50B in annual media investment through agencies Mindshare, Wavemaker, EssenceMediacom and mSix&Partners. GroupM’s portfolio includes Data & Technology (Choreograph), Investment, and GroupM Nexus, all united in the vision to shape the next era of media where advertising works better for people. By leveraging all the benefits of scale, the company innovates, differentiates, and generates sustained value for our clients wherever they do business. Discover more about GroupM at groupm.com.

Media Contact

Charlstie Veith

Magnite

cveith@magnite.com

516-300-3569