Control Center is Demand Manager’s “App Store” for third-party partners, offering an array of easily configurable solutions to help publishers drive the best outcomes across their media operations. We previously highlighted Yield optimization tools and Programmatic Campaign Optimization available via Control Center.
As new challenges emerge, Control Center continues introducing and democratizing key tools for publishers via simplified integration, billing, and contract work. One of those challenges – driven by the combination of privacy concerns and regulatory pressures – is the reduced availability and reliability of certain audience signals. As a result, publishers’ own data has become a critical focus. The challenges and uncertainties surrounding audience targeting also come with pressure upon CPMs, with publishers keen not only to safeguard their revenue but also to seek new incremental opportunities.
Here, we highlight some of Magnite’s own tools that can be integrated via Control Center to help publishers with both audience targeting and CPM pressure.
Magnite DMP – Hone Your Audience Strategy
What is Magnite DMP, and how does it benefit publishers?
Magnite DMP is a data management platform that enables publishers to build and deliver precise audiences to advertisers based on a detailed view of their first-party data. Magnite DMP is built around the 3 core functions of contextual intelligence, holistic analytics, and the ability to build, curate, and segment audiences. Automated contextual intelligence and targeting options come built-in as standard. Magnite employs Artificial Intelligence for automated categorization of page and user data, machine learning algorithms to weigh and score data, and automated audience segmentation.
Unique contextual and audience insights can then be viewed, explored, shared, and easily activated, empowering publishers to improve their audience monetization. Publishers can manually build audiences or access segments created by our machine learning to activate against – either within Magnite’s own exchanges or through third-party platforms. Through simplified and streamlined data collection, publishers spend less time and money sorting through data and more time building an effective digital strategy through their content and ads.
How does Magnite DMP fit into publishers’ audience strategies?
Regardless of Google’s direction on third-party cookies, the nature of signal loss driven by consumer privacy demands and regulation has created an environment where publishers can gain a competitive advantage through their own data. By always having an up-to-date, holistic view of content and audiences, publishers have a strong base from which to develop their audience strategy. The interoperable and flexible nature of Magnite DMP can be a core ally as publishers adapt to the changes in the audience and identity space. This might include activating contextual and first-party segments in programmatic and/or direct deals, leveraging analytics to optimize user and ad experiences, or activating audiences with third-party solutions.
Using Magnite DMP is also a seamless gateway to benefitting from other Magnite audience solutions, such as Magnite Audiences, where opted-in publishers can earn incremental revenue. Magnite Audiences leverage Magnite’s automated classification technology to create scalable, cross-publisher audiences grounded in first-party data. These provide buyers easy access to segments spanning a diverse selection of premium publishers.
Premier Placements – Native and Outstream Units for Premium Ad Slots
What is Premier Placements, and how does it benefit publishers?
Premier Placements is a proprietary ad format product that allows publishers to easily introduce, scale, and monetize high quality native and outstream units across their premium inventory within their properties. These fully customizable ad units can incorporate video, high-impact creative, and shoppable units such as carousels to spur engagement while concurrently generating incremental revenue through Magnite exclusive demand. In addition to capturing additional revenue through higher CPMs, these immersive ad units mirror site design to leverage editorial equity.
With no development work, publishers can activate Premier Placements for smooth ad delivery and effortless, tailored ad placements and configurations. Furthermore, these ad units are desirable to buyers as the promise of such high-quality inventory comes with greater transparency around reporting that Magnite offers to confirm that what is being purchased is truly premium. As a result, buyers have a great opportunity to target highly engaged users.
How does Premier Placements impact the user and ad experience?
For premium ad slots, publishers seek to maximize revenue while protecting the user experience. Take outstream video as an example: Sound is off by default – making it less intrusive – and the unit is typically user-initiated, skippable, and viewable by design driving strong user engagement. Meanwhile, brands can access scalable ad experiences with more impression opportunities to reach their target audiences via engaging formats at the heart of premium publisher content.
Furthermore, outstream offers brands a unique opportunity to better measure “true” completion rates, as there is no content behind the ad – meaning, any users watching an outstream ad are watching it for the ad, not to get to their desired content. This can help brands gather more valuable insights on creative effectiveness, attention measurement, etc., to further optimize the ad experience.
Magnite is always striving to help media owners maximize the value of their ads and audiences. Simplifying the integrations to the right tech, Magnite continues to democratize access to the products and solutions with trusted guidance and connections to buyers to make that happen. For more information on Control Center contact the Demand Manager accounts team.
Centralizing all programmatic deals through Magnite provides advertisers with more efficient access to Blitz’s diverse audience
NEW YORK- September 3, 2024 – Blitz, a premier analytics platform offering real-time insights, stats, and improvement tools for gamers, has selected Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, as its preferred SSP. This builds on a successful partnership that has seen Blitz’s gross revenue grow triple-digit percent on Magnite’s DV+ SSP in the first half of 2024. Blitz is concentrating all programmatic deals through Magnite to offer advertisers easier access to the company’s omnichannel inventory including display and video.
Blitz offers a dedicated activity-tracking platform used by millions of engaged gamers worldwide, including in the US, Canada, UK, Australia, South Korea, Japan, Brazil, and Germany. It offers unparalleled performance insights and cutting-edge learning tools tailored to enhance the in-game experience for titles including Fortnite, League of Legends, and Valorant. Blitz serves a diverse audience and is the number one source of diverse-owned media per Jounce Media’s analysis of bid request volume.
“We are pleased to forge a deeper collaboration with Magnite as we continue improving our advertising monetization strategy,” said Eddie Lee, VP of Revenue Operations at Blitz. “Magnite has been instrumental in helping us grow revenue while consistently delivering an excellent user experience to the millions of gamers who use the Blitz platform daily. The Magnite team provides valuable insights and recommendations and helps us source advertising demand from premium relevant brands, allowing us to focus more on developing our core products and servicing gamers.”
“Advertisers are constantly looking for avenues to reach leaned-in audiences and Blitz offers that through their unique inventory within immersive gaming environments,” said Ashley Wheeler, SVP of DV+ Platform at Magnite. “Blitz’s global reach encompasses an audience of engaged gamers across a multitude of age groups, ethnicities, household incomes, and other demographics. Advertisers looking to connect with a gaming audience find unparalleled opportunities through Blitz’s extensive and engaged user base.”
About Blitz
Blitz is a premier analytics platform offering real-time insights, stats, and improvement tools for gamers. With over 10 million active users, the Blitz platform offers overlays, performance insights, and stats for League of Legends, Valorant, Teamfight Tactics, and Fortnite. Blitz is dedicated to enhancing the performance and gaming experience of players worldwide. It’s not just a tool; it’s a gaming companion that empowers players to understand their strengths, weaknesses, and progress over time. Ideal for both casual and professional gamers, Blitz is revolutionizing the way we play and improve in the digital arena. For more information, please visit https://blitz.gg/.
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.
Media Contact:
Kar Yi Lim
klim@magnite.com
Investor Contact:
Nick Kormeluk
nkormeluk@magnite.com
One frequent point of feedback I receive from those in the political advertising trenches seems to be a paradox: their campaigns and causes want to be in front of must-win voters on the largest screen in the house, but they still struggle to see the allure and, therefore value, of CTV.
The CTV ecosystem is a lot more complex than traditional media buyers are used to (as my colleague Ryan Kenney helpfully explained in this article on TVRev) and contains a bunch of players and jargon that may be unfamiliar. But the reality is abundantly clear: viewers are tuning in and doing so in huge numbers. One of the places where they are watching the most is in free ad-supported streaming or FAST channels.
So, as political advertisers gear up for massive amounts of spending this fall, we’re going to dig into what FAST is, why and how it dwarfs the user numbers of subscription services, who is watching and why, and why every political advertiser needs a share of the voice here.
What Is FAST?
FAST services offer on-demand content libraries or linear streaming channels with scheduled programming similar to traditional TV but with the added benefits of streaming technology. They are available for free and supported by ads. Major players in this space include Paramount’s Pluto TV, streaming service Philo, Roku’s The Roku Channel, and independent global streaming company Plex. These companies have invested heavily in amassing vast content libraries and developing original programming, ranging from evergreen movies and shows to niche interests, news, and sports.
Meanwhile premium content owners have come to see FAST channels as a vital distribution method. Increased viewership on these platforms translates to higher revenue, as FAST channels share advertising income with content owners. This has spurred major brands and producers to open their content vaults, i.e., Mattel, who recently brought three channels to Samsung TV Plus. Brands and premium content owners are drawn to FAST environments because of their commanding audiences and their brand-safe environments: FASTs don’t air user-generated content (UGC).
FAST’s ascent is primarily driven by its audiences. FAST services have commanded increasing viewership in the last few years: 57% of TV viewers in the US watched FAST platforms in 2023, growing from 40% in 2020.
Who Is watching?
FAST attracts a key voting audience that has generally been more challenging to reach than traditional audiences. FAST channels boast large user bases drawn by the allure of free content. They often attract a younger and more diverse audience: 58% of regular FAST viewers are between ages 18 and 44. This provides advertisers with significant scale and demographics to target. Viewers are increasingly turning to FAST services to combat subscription fatigue, making these channels a critical component of any comprehensive advertising strategy.
Key voting blocs include:
- Millennials, Gen X, and Yes–Boomers: These groups are drawn to the traditional linear guide they grew up with, often seeking classic content such as game shows or sitcoms for nostalgia. Importantly, linear TV isn’t the only and best way to reach boomers, streaming now captures a critical mass of boomer audiences.
- Diverse Audiences: Many FAST services over-index across multicultural segments. 52% of Black viewers tune into a FAST service every month, compared to 45% of total market users, according to the 2023 Horowitz Research study. Diverse viewers are particularly drawn to FAST platforms due to their extensive catalog of culturally relevant content, such as original Black cinema on Tubi.
- Gen Z: This younger demographic is attracted to channels curated for their specific interests, such as sports, music, food, and lifestyle—especially for free.
As Audrey Layman, head of global ad revenue & partnerships at Plex, states, “With 17M+ active US users and substantial coverage in critical swing states, political buyers can boost campaign visibility and influence across Plex’s premium news, sports, and entertainment content lineup. In partnership with Magnite, we have enabled precise targeting solutions, which allow buyers to engage local and national voters through their own first-party data, content targeting, or Plex’s TV viewership and intent signals.”
Why Are They Watching?
Many FAST services are designed with intuitive content discoverability in mind. They feature personalized home screens for on-demand consumption or guides that simplify browsing by tuning into pre-scheduled programming, almost identical to the linear environment.
For example, some FAST AVOD services, which feature content on-demand, have intuitively designed home screens that allow viewers to discover new programming or similar series to those they have watched. These interfaces are powered by AI tools that enhance content discovery and curation, aligning suggestions with viewers’ browsing histories and genre preferences.
Other FAST services utilize an Electronic Programming Guide (EPG), which resembles traditional linear TV guides, providing a familiar experience for viewers. This not only attracts audiences due to its familiarity but also offers more content than conventional linear TV. The EPG particularly appeals to those who prefer not to channel surf and enjoy “always-on” content tailored to their interests.
Aulden Kaye Yi, head of advertising partnerships at Philo, emphasized, “FAST channel viewership is quickly growing on our platform — these channels capture viewers’ attention with engaging entertainment and lifestyle content that resonates deeply with our audience. For political buyers, this means an unparalleled opportunity to reach constituents when they’re the most comfortable. Our focus on entertainment and lifestyle content creates a relaxed and receptive environment that amplifies the impact of political ads, and our largely authenticated inventory ensures political advertisers reach their intended audiences.”
Why Should Political Buyers Invest?
In addition to clearly meeting the requirement of being in front of must-reach voters on premium content on the largest screen in the house, FAST and CTV offer clear advantages that linear just can’t match:
- Breadth of Content: Many FAST channels offer significantly more content than subscription service libraries, appealing to diverse audiences and voter interests.
- Scale: FAST channels’ large user bases provide ample opportunities to reach vast audiences across geographic and political demographics.
- Cost-Effective: With viewers turning to FAST services to save money, these platforms offer advertisers a cost-effective way to reach their target audience.
- Contextual Targeting: Enhanced metadata allows for more precise audience targeting. For instance, Magnite maintains a growing list of partners who utilize content object parameters to pass detailed information about content, making audience targeting more efficient. With brand safety at the forefront of political advertisers’ minds, premium inventory and vetted creatives are key for political marketers.
- Managed Ad Load: A carefully managed ad load ensures a better user experience for would-be voters, leading to higher ad recall and a better impression of a candidate.
“Pluto TV’s extensive reach across all content genres combined with its TV-quality viewing experience allows political buyers to effectively scale across any audience or geography within the US in a brand-safe and premium viewing environment,” said Christo Owen, senior vice president, advertising business development & programmatic, Paramount Advertising.
As the countdown to the presidential election begins, it’s clear that traditional strategies need a reboot. FAST channels offer an overlooked avenue to engage voters through advanced and expansive reach and a nuanced understanding of viewer preferences. FAST isn’t just an option in the race to win minds and votes—it’s an imperative. For savvy political advertisers, FAST promises to play a pivotal, perhaps even deciding, role in this year’s election race.
In this Q+A, we sit down with Chief Product Officer Adam Soroca to get a behind-the-scenes look at product development at Magnite, his insights on the future of ad tech, and what keeps him motivated and excited about the industry.
Magnite’s C-Suite series provides a unique opportunity to gain firsthand perspectives on critical industry trends and strategic initiatives shaping Magnite’s core values and future.
What are you most passionate about in your role as chief product officer at Magnite? What drives your product vision and innovation strategy?
So, this answer has two dimensions: the work we do and the team we get to work alongside. One is Magnite’s role and the scale at which we operate. Magnite has incredible scale across all the leading media formats. Our ability to connect buyers with sellers’ inventory and influence consumers is immense. It’s a real privilege and an honor to build and innovate on this stage.
I enjoy the mix of creativity and problem-solving. I like to sit at the dreaming level and think about things that don’t exist and the detailed technology needed to make them work. We often flip-flop between those two categories before merging them together.
Our approach is a constant mix of “What does the market say? What do our clients say that they think they need? What do they not say that you have to interpret?” From there, our vision unfolds. Sometimes, these are linear, incremental innovations. And sometimes, these things are brand new and bring something to the market that hasn’t been asked for. Some of the most interesting things come from that because you show up with something, and clients say, “I didn’t even know I needed that.” You have to convince the market and help the market evolve in a certain way.
The other part of my role that motivates me is building the team and developing not just a product team but a cross-functional team to innovate, think differently, and bring these products to market.
Magnite operates in a rapidly evolving landscape. How do you approach product development to ensure Magnite stays ahead of the curve?
That is the delicate art and dance that we have to do. It’s a constant balance of doing what is requested by clients specifically and pushing forward things on our own that we believe the industry needs. There’s really no perfect science to it. You have to be able to say “no” to a lot. In product management, we say “no” or more like “no, not this quarter” way more often than we say “yes.”
With so many stakeholders in ad tech (advertisers, publishers), how do you balance their needs when prioritizing product features?
We balance the portfolio and allocate our resources towards our different product lines, dedicating percentages of our product and engineering resources to work on each. That rebalancing happens at the executive leadership team level. However, once that allocation is set within the product lines, those product managers and engineering leaders are free to prioritize however they see appropriate. As a company, we first build heavier on the ad server and publisher side. We balance that out with products that benefit our marketers, whether it’s for the brands, the agencies, or the DSPs so that they can buy our inventory fairly, transparently, and advantageously.
What exciting product innovations are currently in the pipeline at Magnite? Can you give us a sneak peek?
We’re excited about a lot of things coming to market. We are working on a single sign-on and universal navigation between Magnite Streaming and SpringServe for a seamless user experience. We want our publisher clients who use both products to feel like it’s one product. We also are building out our identity suite and scaling it to suit the needs of our clients. Curated Marketplaces is on track to add targeting and features to DV+ and add capabilities to our self-service workflow for streaming inventory.
We have advanced forecasting that’s hitting the market. We’re also looking into new investments, specifically in live television, and expanding upon our initial success with Tiles into other formats. This is innovation and the redefinition of the advertising experience for connected television.
Now for something fun! Tell us about the first concert you ever attended.
Rolling Stones at Shea Stadium. Living Colour opened up for that. It was a great concert with a bunch of my friends from high school, and we had a blast!
Why is forecasting important? Where do we use it?
In today’s ad environment, publishers require accurate forecasting tools to quickly determine if sufficient inventory exists to sell a targeted campaign. This fuels the ability to confidently transact on direct-sold campaigns by answering questions such as “How many impressions can I expect for Supply Partner X in New York on CTV Devices over the next 30 days?”
Magnite’s SpringServe ad server provides forecasting tools for three primary metrics – impressions, requests, and revenue. Publishers can instantly view forecasts for their top supply and demand objects within SpringServe, as well as custom forecasts to determine what’s likely to happen for filtered slices of existing inventory. Soon, publishers will also be able to forecast new potential campaigns with key targeting applied. We currently support 30-day forecasts but are working on optimizing our solutions to help publishers look as far as 180 days in the future.
How do we measure accuracy?
When building a forecasting system across disparate supply accounts, rigor and accuracy are crucial. At Magnite, we seek an accuracy measure that gives both a qualitatively desirable forecast as well as one that yields accurate volumes in aggregate. As such, there are a number of suitable metrics, which fall into three main categories.
Scale-dependent errors are measured on the same scale as the data, making it difficult to compare time series on different scales. The two most commonly used measures of this type are the Mean Absolute Error (MAE) – which equally weighs all data points – and Root Mean Squared Error (RMSE) – which aims to minimize extreme errors (at the expense of worse average performance).
Percentage errors have the advantage of being scale-independent and, thus, are frequently used to compare forecast performance across different data sets at different scales. However, measures based on percentage errors have the disadvantage of being infinite or undefined for any nil observation, as well as assuming a scale based on quantity. Furthermore, the most commonly used percentage error measure, Mean Absolute Percentage Error (MAPE), can be biased and tends to systematically select those forecasts whose predictions are too low.
Scaled errors (or relative error measures) are often useful when we wish to inter-compare forecasts of time series with very different data scales. This is true on our ad-serving platform across publishers, as some serve thousands of ad requests while others serve billions. For instance, Theil’s U-Statistic is a relative accuracy measure that compares the forecasted results with the results of forecasting with minimal historical data. Mean Absolute Scaled Error (MASE) has become a more popular scaled error measure due to simpler computation that makes it better for comparing data at different scales since it’s insensitive to outliers and easily explainable.
At Magnite, we balance these error metric trade-offs by using multiple measures rather than relying on a single statistic. This way, we have measures that can be widely communicated while being statistically robust.
How do we define a baseline for measuring progress?
In order to measure progress over time in the face of seasonality and inventory changes, we established a test suite, which is a fixed collection of inventory tags representative of our overall inventory for a fixed period of time. This allows us to benchmark how we’re doing as we make model enhancements without worrying about whether the improvements are due to chance. To help resolve seasonal effects, we also select rolling forecast start dates across an entire year. In addition, we have dashboards to monitor our performance day-by-day to find and improve any divergences in performance.
What models are used to forecast time series?
There are numerous modeling approaches for forecasting time series that are important to consider given elements such as seasonality as a driver of variability in our data, where we see not only hourly and daily cycles but day-of-week, quarterly, and yearly cycles as well. Each method for forecasting time series data has its own trade-offs. Traditional statistical methods, such as auto-regressive and exponential smoothing models, are simpler to understand and explain but might not yield the most accurate results. More novel packages, such as Prophet or XGBoost, might do a great job handling seasonality but can yield inaccurate trends. While deep-learning-based algorithmic approaches such as TimesFM might yield an accurate forecast, they have no explainability or ways to tailor results to a specific domain.
At Magnite, we’ve struck a fine balance between an algorithm that is flexible and accurate while being computationally efficient and economical. Using a combination of traditional statistical models, domain-specific enhancements, and seasonality, our accuracy fuels client trust in our forecasts.
Forecasting is an inherently difficult problem without a one-size-fits-all solution. To provide accurate and timely forecasting to our customers, we continue to test, monitor, and fine-tune our forecasting algorithms for each specific application.
With so much fragmentation within the CTV and OTT space, content object signals have emerged as a game-changer for buyers seeking to navigate the evolving landscape. We’ve previously outlined the importance of content object signals and the challenges involved with sharing such signals. As media owners increasingly embrace and expand the availability of content object signals in CTV and OTT, buyers stand to gain far more than enhanced transparency, unlocking an array of strategic benefits.
Enhanced Targeting and Transparency
As advertisers search the vast and sometimes overwhelming forest of digital content, like Hansel and Gretel, they seek a safe (supply) path home – to reach their target audience and achieve their campaign goals. Following the digital breadcrumbs of valuable information that content object signals can provide, media owners can guide advertisers to the most relevant and engaging content.
Content object signals, like digital breadcrumbs, provide information about the content surrounding ads, such as genre, rating, series, episode, title, network, etc. These signals enable buyers to automate content inclusion/exclusion across their campaign, avoiding association with inappropriate content and protecting the brand’s reputation. This level of transparency gives buyers the fuel to improve brand suitability, targeting, attribution, and optimization to increase the likelihood of engagement and conversion.
In other digital environments, such as the web, buyers have long relied on signals like root domain, seller information, user, and device information to improve their targeting and bidding decisions. Content object signals bring this same level of precision and insight to streaming. With the right data, buyers can make informed decisions, bidding higher on preferred categories and optimizing ROI.
Beyond placement and targeting control, content object signals provide valuable reporting insights. Buyers can analyze patterns in content values and KPIs, such as conversion metrics, to refine future campaigns.
The Power of Contextual Data
In a world where consumers are increasingly ad-savvy, context is king, with 72% of consumers saying their perception of an ad is influenced by the surrounding content (Integral Ad Science, The Context Effect. September 2021). Improved brand awareness, recall, and purchase intent drive investments in contextual targeting, with 78% of advertisers planning to rely on it in 2024 (State of Programmatic, Proximic, 2024).
Content signals are shared in the bid request via the content object in the IAB’s OpenRTB protocol. OpenRTB 2.6 standardizes the sharing of this data in streaming TV. For any given impression opportunity, media owners use the fields of the content object to signal the genre, live stream status, rating, language, network, channel, show, and more. Buyers can then use that data to decide whether that opportunity will help them reach the required audience in the right context, to enhance the user experience with more relevant ads that match the content they’re consuming.
As an example: A media owner shares content object signals relating to an automotive program, including the series and episode title indicating a specific alignment to sports cars. An automotive brand could then use that data to bid on that inventory to advertise its sports car brand. Conversely, the same automotive advertiser can avoid advertising its family car in the same inventory.
Maximizing Reach and Performance
Imagine hitting the advertising jackpot; your message lands perfectly with an audience primed to receive it. That is the key benefit of content object signals – enabling the holy grail of “right ad, right time, right place” that marketers have always chased. Looking at a real-world win, Camelot Strategic Marketing and Media teamed up with DIRECTV, using their content object signals to supercharge content-based targeting in programmatic CTV campaigns. Having access to this data, Camelot made smarter, more efficient buying decisions with less waste and more growth.
Content object signals are the gift that keeps giving – a transparent, scalable, and efficient method for CTV campaigns that don’t require constant tinkering with deal IDs, blocklists, or new initiatives. As we wave goodbye to cookie-based signals in other media channels, buyers are flocking to streaming platforms.
Effective CTV Buying
As programmatic advertising continues to proliferate in CTV, opening the door to more automated buying processes, content signals offer a powerful optimization tool. With optimized supply paths and more transparent buying and reporting, buyers can ensure they’re getting what they paid for—brand-suitable and relevant CTV ad buys.
The moral of “Hansel and Gretel” is that working together and thinking ahead can help resolve most situations. Similarly, collaboration between publishers and buyers enhances data sharing and efficiency, as seen in Magnite PMPs, which, on average, have 86% more content signals than the open market and competitive PMPs. Activating through programmatic guaranteed (PG) or private marketplace (PMP) deals creates an environment where media owners are happier to share such data.
Discover how Magnite helps CTV buyers and sellers harness the power of content object signals here, or contact your account rep at usdf@magnite.com.
Democratic campaigns, agencies, and causes can utilize TargetSmart data at scale across premium content
WASHINGTON DC – August 15, 2024 – TargetSmart, the leading provider of political data for Democratic campaigns and advocacy organizations, announced an exclusive partnership with Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company. This collaboration, supported by Magnite’s integration with Snowflake AI Data Cloud for Media, enables Democratic campaigns, agencies, and causes to immediately activate campaigns using TargetSmart data across Magnite’s expansive CTV footprint on any demand side platform.
”We’ve all seen in the last few weeks how campaigns need to be nimble and ready to pivot on a dime to communicate with their target audience. This partnership puts Democratic buyers in the driver’s seat and offers them a streamlined way to execute and optimize their political campaigns,” said TargetSmart CEO Lindsey Schuh Cortes. “Magnite’s scale and direct relationships with publishers bring campaigns and causes closer to the inventory they want to advertise across. We expect the benefits of this closer access to result in higher match rates and faster deal set up resulting in reaching more voters at the speed that political advertising requires.”
Magnite is the world’s largest independent sell-side advertising company and helps media owners monetize their content across all screens and formats including streaming TV, online video, display, and audio. According to Jounce Media, Magnite ranks #1 in supply coverage, providing access to over 90% of programmatic supply in the US. In streaming TV, Magnite reaches 92 million US ad-supported streaming TV households.
“With CTV ad spending forecasted to collect 14% of the total $10.7 billion ad spend this year (AdImpact), politically-focused organizations need to quickly reach voters across a multitude of touchpoints across ad-supported streaming,” said Erik Brydges, Head of Political Demand at Magnite. “Given the numerous variables and tight time frames that political buyers face on a day-to-day basis, having a centralized access point to run CTV campaigns at scale combined with TargetSmart’s industry-leading data presents a huge advantage for those campaigns.”
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About TargetSmart
TargetSmart is the leading provider of political data that enables campaigns and organizations to successfully communicate with large audiences through personalized outreach. Their politically-focused approach combines consumer data, analytics, data integration and consulting solutions for micro-targeted, multichannel marketing strategies.
TargetSmart is part of the TARA Group LLC, a holding company with a successful track record of investing in independently operated data and marketing companies.
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.
Media Contacts
TargetSmart
Mike Czin
Magnite
Kar Yi Lim
Tennis Australia sought to diversify its advertising strategy beyond traditional brand sponsorships by enabling programmatic ad buying across its digital assets.
In their quest, they required an ad tech vendor adept in both technical implementation and operational excellence to help them build a robust programmatic foundation and scale into the future.
Now, with robust technology in place, along with the support and guidance of Magnite’s local team of programmatic experts, Tennis Australia is well-placed to grow its digital revenue and future-proof its business.
Download the case study to find out more about how Magnite’s DV+ SSP and turnkey header bidding wrapper management with Demand Manager helped Tennis Australia to build a new revenue stream, boost operational efficiency, and discover new global demand during the Australian Open tennis event.
Ranker saw a 5% increase in spend after implementing automated wrapper management feature
NEW YORK – August 1, 2024 – Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company, today introduced automated wrapper management within Demand Manager to help publishers grow revenue and increase efficiency. Built on Prebid technology, Demand Manager gives publishers the yield management tools, reporting insights, and data enrichment connections that align with publishers’ business strategies and goals. Using machine learning, the feature finds the optimal configurations in a publisher’s Prebid Wrapper per impression and has the potential to enhance billions of settings to improve performance. Ranker saw a 5% increase in spend after implementing the automated wrapper management feature.
“Demand Manager’s Automated Wrapper Management tool provides us peace of mind knowing it leverages extensive historical data to adjust our Prebid settings on an ad request basis,” said Alex Mason, Vice President, Programmatic Sales, Yield & Strategy at Ranker. “In addition to Demand Manager’s best-in-class A/B testing suite, the new feature takes the guesswork out of determining the optimal configurations. Automated Wrapper Management maximizes revenue from Prebid, while saving us time and resources by reducing the need for testing. Initial results show a 5% increase in ad request CPM on one of our properties, and we expect this to increase once more settings are able to be optimized this summer.”
“This industry-first feature set supercharges Demand Manager so publishers can unlock the full power of Prebid and vastly improve their monetization abilities without additional development and resource costs,” said Sunil Gupta, Vice President, Product Management at Magnite. “Today our dynamic wrapper settings can provide optimal Prebid timeout configurations, and we have additional optimizations coming soon including optimal bidding order and intelligent price floor guidance. Machine learning and automation play an important role in the future of yield optimization and Magnite is bringing these approaches to Prebid management.”
The automation feature comes on the heels of significant growth for Demand Manager, which saw a 30% increase in spend year-over-year from 2023 to 2024. Publishers including Buzzfeed and Disney use Demand Manager, and 13 of the top 50 Comscore ranked publishers rely on the tool to manage and monetize their Prebid inventory.
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About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
Media Contacts
Megan Hughes
mhughes@magnite.com
As brands continue to invest in new and meaningful ways to reach their target audiences, many are recognizing the potential of CTV and its ability to foster brand awareness and audience engagement. To make the most of CTV, it’s important to correlate audience behaviors with specific ad exposures, validating its efficacy and fueling campaign optimizations.
Download the case study to discover how local commerce service Wolt – with its DSP partner Adform – leveraged CTV inventory via Magnite to deliver proven audience reach across premium CTV.