Streaming is accelerating in Australia, captivating consumer attention like never before. Compared to social media scrolling and swift ad-skipping – streaming viewers are immersed.
Streaming is the platform that provides a quality viewing experience. And for its performance? It wins the trust game over social media, with 83% of ad-supported viewers placing a high level of trust in the ads they see on streaming, which leads to heightened engagement and recall.
Our research also revealed that 65% of TV viewers opt for ad-supported services, and more than half of non-streamers are willing to sign up for free or reduced-cost ad-supported subscriptions in the near future.
This makes it a great opportunity for marketers to amplify their brand impact across screens and reach a highly engaged audience.
Download the full report ‘Streaming TV’s New Era’ to learn more.
NEW YORK – September 27, 2023 – Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company, announced that it has partnered with Snowflake, the Data Cloud company. Snowflake will be enabled within Magnite Access, the company’s suite of audience and identity tools that empowers publishers and buyers to manage, create, and transact audience segments in a variety of ways.
Through this collaboration, agencies, advertisers, and media owners can leverage data according to their business needs across Magnite’s extensive streaming supply, which spans 80+ million CTV households in the US and accounts for 90% of ad-supported CTV viewers in the country. Mutual agency clients including GALE, GroupM and Omnicom Media Group will leverage this integration.
Snowflake’s Media Data Cloud enables thousands of organizations to explore, share, and unlock the true value of their data. Clients use Snowflake to unite siloed data, discover and securely share data, and execute diverse analytic workloads. Wherever data or users live, Snowflake delivers a single data experience that spans multiple clouds and geographies.
“Snowflake occupies a unique position in the marketplace in that we’re equipped to enable data connectivity in a transparent, privacy-preserving manner, “ said Bill Stratton, Global Head, Media, Entertainment & Advertising at Snowflake. “Our partnership with Magnite will allow us to provide scaled activation for advertisers and agencies, ensuring they’re able to drive consistent results despite the upcoming changes to the addressability landscape.”
“Although the audience-based transaction model continues to be presented with challenges, buyers and sellers still desire to leverage first and third party data to make the most of their high-value assets,” said Kristen Williams, SVP of Strategic Partnerships at Magnite. “We look forward to being able to deliver value for our clients with the combination of our best-in-class technology and access to premium supply combined with Snowflake’s powerful and secure data offering.”
“In today’s landscape where client first-party data activation is a core strategic element across all channels, Omni’s integration with Magnite via Snowflake provides our OMG advertisers a direct and secure path to audience activation,” said Josh Farbman, US Head of Activation at Annalect. “This enables them to focus investment towards the most relevant consumers, while also benefiting from the cost and performance efficiencies that direct integrations with the supply-side offer.”
“The true value of data is realized by how well you can activate against it,” said Evan Hanlon, Global CEO of Choreograph. “This partnership will not only enhance the value of GroupM Premium Marketplace by connecting our data directly to supply, it will further extend the advantages of best-in-class campaign activation to GroupM clients by bringing insights and investment closer together than ever before.”
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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.
Dentsu wanted to understand the nature of cost transparency and how much ad spend actually ends up in the hands of the publishers in order to make more informed SPO decisions. Supply Path Optimization (SPO) is a fundamental tool for marketers to consolidate their budgets and maximize their buying power across digital advertising. By improving levels of transparency, efficiency and sustainability marketers can identify value drivers and areas for optimization.
Download the case study below to discover how Dentsu gained a greater understanding of programmatic spend by accessing Magnite’s in-depth reporting. Specifically, read about how these insights enabled Dentsu to pinpoint the most transparent, cost-effective and direct route to supply, and how other marketers can do the same.
AudienceProject, Digiseg, Innovid, and Happydemics Among Providers Accessible Through Magnite
LONDON – September 26, 2023 – Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company, today announced an expanded suite of measurement partners across EMEA. AudienceProject, Digiseg, Happydemics, and Innovid are among the providers Magnite is working with to equip buyers and sellers with the appropriate tools to streamline omnichannel measurement activation.
As TV consumption shifts from linear to digital, measurement is key to enabling connected television (CTV) to achieve its full potential. Magnite is building a portfolio of partnerships with technologies designed to help buyers and sellers solve for fragmentation as the industry reevaluates how to optimise across all screens. Magnite’s relationships with these measurement providers help buyers and sellers across EMEA access solutions to help inform business decisions.
“The importance of measurement across all formats will help advertisers better understand the performance ROI of their ad campaigns, helping them to improve outcomes and ultimately unlocking more ad budgets that will go to publishers,,” said David Snocken, VP, Strategic Partnerships at Magnite. “We believe that having access to a wide variety of measurement tools is crucial to fuel advertising’s growth. Magnite is intent on working with trusted partners who can help simplify measurement activation and facilitate more transparent programmatic transactions between buyers and sellers.”
“At AudienceProject, we want to help advertisers allocate their ad budgets more efficiently with cookieless and privacy-safe cross-media measurement,” said Martyn Bentley, Commercial Director, UK at AudienceProject. “Our platform empowers advertisers to make confident marketing decisions and reach their audience more effectively based on independent, comprehensive cross-media measurement. We value our partnership with Magnite, delivering for their clients and innovating for the future.”
“Digiseg is one of the largest independent data providers in the world, founded on the principle to segment the entire internet,” said Søren H. Diensen, CEO at Digiseg. “Our core audiences help advertisers evaluate campaigns and websites and can also be used to target online advertising. Working with Magnite allows us to provide quality measurement solutions across their client base.”
“Happydemics strives to provide the advertising market with a seamless, unique measurement methodology based on campaign exposure, across all media such as CTV,” said Virginie Chesnais, CMO at Happydemics. “Working with Magnite allows us to deliver future-proofed KPIs for advertisers to drive brand lift, and better invest in increasingly saturated markets.”
“As the TV video mix continues to diversify, CTV is taking an increasingly larger role. Understanding streaming’s ability to drive incremental reach above and beyond linear has become a top priority for advertisers,” said Andrew Longworth, VP of Advanced TV at Innovid. “By working with Magnite, we’re helping to ensure that advertisers and publishers in the UK and Germany have access to independent, real-time measurement across linear and CTV to inform optimisations that maximize campaign reach.”
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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.
Supply path optimization is not a new trend in digital advertising, but its execution is constantly evolving. The latest approach to SPO is to create additional paths from DSPs to publishers, providing additional scalable routes between buyers and sellers. This is in the pursuit of more working media and better performance, which, in turn, brings more advertising dollars to digital and specifically to programmatic.
As part of these market dynamics, Magnite is now offering integrations via our video ad server, SpringServe, with The Trade Desk’s OpenPath and Yahoo Backstage, giving both DSPs and platform clients seamless access.
Now more than ever, publishers need sophisticated technology that works for them. Magnite’s new offering will allow publishers to access demand that is available through these DSP products, while still being able to leverage the premium features available through our exchange, all in one place. DSPs will be able to have differentiated access points into publishers while publishers can maintain business rules and interoperability with all the other demand systems needed to execute.
Features like advanced deal management, advanced competition and optimizations, curated marketplaces and traffic shaping will continue to be accessed through Magnite Streaming, and spend can seamlessly move to the Streaming connection to access these features.
Buyers need a primary route from their DSP to the publisher’s programmatic system. Meanwhile, publishers need to have features and capabilities catered to monetizing this premium experience without building and maintaining bespoke, separate connections to these DSPs and bifurcating their inventory and yield management.
If you are interested in learning more about Magnite’s programmatic access offering, contact your account manager.
65% of TV viewers in New Zealand watch ad-supported streaming services
AUCKLAND – September 21, 2023 – Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company, released its latest research study, “Streaming TV’s New Era: How Ads Are Powering Streaming’s Future in New Zealand.” The study finds that ad-supported streaming is gaining momentum in New Zealand and 65% of TV viewers tune in to ad-supported streaming services.
TV advertising, including streaming, is also effective at driving a high level of trust and recall among TV viewers in New Zealand. 81% of ad-supported viewers trust the ads they see within TV, including streaming services, and 62% of ad-supported streamers remember ads the most within TV, including streaming services.
“We’re entering a new phase of maturity in the development of the television landscape as ad-supported streaming viewership is achieving scale throughout New Zealand,” said Yael Milbank, Managing Director, Australia and New Zealand at Magnite. “With ad-supported viewership only set to grow, this study supplies brands with helpful insights they need to ensure they are able to maximise this trusted and effective channel to engage with their audiences.”
Key findings from Magnite’s study include:
- Streaming captures viewer attention better than social video. 64% of social media users1 say user-generated social videos don’t hold their attention, while only 34% of viewers on ad-supported streaming platforms feel similarly about the content they watch.
- Streaming services have become fundamental to ad-supported viewers in New Zealand. Three quarters of ad-supported streamers consider streaming services a must-have in their household and 44% said they are watching more streaming content than the year prior, compared to just 7% who are watching less.
- New Zealand streamers are consuming TV content on multiple screens and exposure to brands across numerous devices increases their intent to purchase. 67% of ad-supported streamers are more likely to purchase from a brand that they engaged with across multiple devices.
To explore additional insights, please click here.
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Methodology
Magnite engaged Harris Interactive to execute an online survey of 834 respondents in New Zealand from May 24 – June 1, 2023. The respondents are people ages 16-74 who watch 7+ hours of TV (including streaming) a week.
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.
Previously in this series we’ve highlighted the need for simplified media buying centered around flexibility and control and how buyers can navigate the addressability landscape as audience data moves to the sell side. In this piece we apply some of those thoughts to the increasingly fragmented nature of media and how buyers can approach omnichannel media buying.
Omnichannel media provides optionality
From viewing their favorite TV programs, scrolling the news on mobile devices, to researching and booking their next travel spot, consumers are dividing their attention across multiple devices throughout the day. This has created fragmentation across media inventory, addressability, and measurement, changing how we plan, transact and measure omnichannel media. This also creates opportunities to reach and engage users consistently across multiple channels, provided buyers have access to the right tools and inventory.
Finding the right inventory
Accessing premium ad spaces across multiple formats and channels enables buyers to reach audiences efficiently and effectively. Finding the right inventory requires both a scaled view of the cross-channel inventory available and the transparency to create an accurate forecast of quality, brand appropriate inventory. Buyers can then drive efficiencies by finding the most optimal paths to that supply by utilizing deal activations to suit including private marketplace deals (PMPs), programmatic guaranteed, or open auction. For instance, a buyer may request a single or multiple publisher PMP to make the most of first-party segments, or may look to open auction for additional scale.
Reaching the right audiences
The growing influence of first-party data as well as unique data in channels such as CTV is creating new targeting opportunities to reach the right audiences. In CTV, Automatic Content Recognition (ACR) data and metadata such as content object signals are being used to understand what content users are watching to inform buyers’ bidding, reporting and forecasting. In retail media we’re seeing robust first-party data on shoppers traditionally used for ROI purposes now also being used to power new engaging ad formats like CTV to drive new awareness opportunities. Across channels, buyers are accessing more actionable data and the tools to execute campaigns against that data.
Measuring performance and optimizing
Omnichannel strategies enable buyers to combine different formats at different stages to move consumers through the purchase funnel. Therefore, omnichannel campaigns require measurement that can provide performance insights and metrics such as reach, frequency, brand lift, and engagement across multiple channels.
By measuring campaigns holistically across all channels, marketers can understand both incremental and overall campaign performance while managing elements such as frequency capping. Buyers are combining this understanding of user behavior with tools that provide the flexibility and control to adapt, determining what is and isn’t working to optimize campaigns in-flight and inform future campaigns.
What this means for buyers
Test new channels
It’s important to test new channels for audience targeting and growth as consumers move across media channels throughout their day. For instance, 81% of North American consumers watch streaming TV already and 50% of non-streamers are likely to begin streaming within the next 6-12 months, according to Magnite research. Similar to CTV, programmatic audio investments are increasing as a way to reach a wide array of listeners with diverse tastes and interests.
Access centralized omnichannel inventory
Having centralized access to inventory from multiple channels makes it easier to plan and scale campaigns. Magnite’s omnichannel inventory across CTV, OLV, display, audio, native, and DOOH includes approximately 99.84% of the top 10,000 highest grossing ad-supported websites and mobile apps globally (Source: Jounce Media). Magnite also tops the rankings – by a significant margin – for SSPs’ market share by open programmatic advertising on CTV apps Roku, Amazon Fire TV and Samsung in locations such as North America (Source: Pixalate).
Through one partner and multiple flexible execution paths, Magnite provides buyers holistic access to the top digital formats, control and flexibility to optimize campaigns, as well as the reporting and insights to fuel smarter buying decisions.
Seek data transparency and activations across screens
Robust and flexible data capabilities provide buyers the ability to more easily measure and scale successful campaigns, with first party data increasingly used to uncover targeting opportunities for better engagements. Magnite Access, for instance, is an omnichannel audience product suite that makes it easier for media owners – and their advertisers – to maximize their data assets, including first party data. Magnite’s deal with LG Ads Solutions to enable the use of audience-level ACR data from LG smart TVs is another example of where data can be leveraged for planning, activation, measurement and advanced analytics across ad inventory.
Simplifying Omnichannel Strategies
Advertisers need ways to effectively plan, buy, optimize, and measure media across an increasingly fragmented landscape. Rather than creating silos for each channel – putting pressure on resources – omnichannel strategies can now benefit from a more integrated approach. Tech that offers multiple integrations, smarter use and access to data, and streamlined workflows help buyers reach their objectives more efficiently. As an omnichannel SSP, Magnite empowers consumer touch points across channels with planning and forecasting, inventory access, audience tools, and measurement capabilities to maximize impact for advertisers.
To learn how Magnite can simplify your omnichannel media strategy, creating unique media plans to meet your advertisers’ goals, reach out your DF team member or usdf@magnite.com
Layering Scope3 data across Magnite’s vast video, display and mobile inventory will help advertisers better understand and reduce their carbon footprint
NEW YORK – September 13, 2023 – Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company, today announced a global partnership with Scope3 to make carbon emissions data available across Magnite’s extensive omnichannel inventory. As a result, advertisers will be able to assess their carbon emissions and align their sustainability goals with their campaign performance.
“Our partnership with Scope3 is one of the many ways Magnite is incorporating sustainability into our workstreams to help our clients get more insight into their carbon emissions, with the goal of creating a more environmentally-friendly future,” said Sean Buckley, Chief Revenue Officer at Magnite. “Digital advertising is inherently an energy-intensive business given the high level of data processing required. We recognize and seek to minimize our environmental impact as the largest independent SSP and want to help our clients do the same. We are working closely with publishers, marketers and our peers to constantly innovate to create more energy efficient practices while also improving advertising outcomes.”
“The emissions data that Scope3 provides is most effective when it can be harnessed at scale, and an SSP of Magnite’s magnitude and reputation is well positioned to have significant influence on our collective impact,” said Brenda Tuohig, Chief Commercial Officer at Scope3. “Our partnership represents yet another key building block in our mission to achieve a decarbonized ad ecosystem where sustainable media and positive marketer outcomes go hand in hand, and we’re glad to have support from Magnite in fulfilling this bold mission.”
As part of the partnership, Magnite will offer Green Media Products (GMPs) powered by Scope3 data. GMPs enable advertisers and media buyers to easily identify supply paths that inherently block climate risk (high carbon) inventory. Scope3 built and uses the industry’s most granular and comprehensive emissions data model designed to accurately measure the carbon emissions from digital advertising.
“Sustainability is a priority for IPG Mediabrands, and we strive to ensure our clients are investing their media budgets in the most efficient and green paths to premium supply,” said Martin Bryan, Global Chief Sustainability Officer at IPG Mediabrands. “We have long worked with Magnite on SPO to reduce unnecessary duplication and waste. We welcome the addition of Scope3 data across Magnite’s inventory as it provides another layer of transparency and accountability.”
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.
Growing complexity in the ad tech industry makes it difficult to test and measure new vendors and easily see the impact. Publishers need a quick and efficient way to activate new partners without the hassle of managing contracts, billing arrangements, and development work – all of which can take months to complete – for each individual new partner. Demand Manager’s Control Center helps publishers save time and grow revenue by centralizing third-party technology into a single user interface.
Control Center is available to all users with Demand Manager access and gives easy implementation and management to publishers.
Bottom line: Magnite is the only true one-stop shop for end-to-end vendor management, from implementation to optimization — all while providing an easy-to-use experience for publishers.
Control Center helps publishers save time and grow revenue with Prebid in three ways.
1. Single, Easy Click-to-Sign Contract
Control Center streamlines the entire vendor management process for publishers, including more than just the technical integration.
Publishers click to accept standard terms and conditions, providing access to all potential partners in Control Center. Then, publishers can immediately start the process of testing and implementing new vendors – all within the UI!
Following the simple click-to-accept, publishers can navigate through all available Control Center partners, that Magnite has direct relationships with, and can activate without individual contracts. Months of redlines and negotiations no longer exist, giving publishers more time to focus on the core areas of their business.
2. Seamless Vendor Onboarding, Management, and A/B Testing with Prebid
Control Center is a core pillar of Demand Manager, an intuitive yield management tool and UI with on-demand support for managing Prebid. Control Center offers seamless implementation, management, and optimization of many third-party vendors.
The curated partners available in Magnite’s Control Center are vendors who specialize in:
- User ID modules (identity)
- ad block recovery
- data and enrichment
- ad quality and more
Many Control Center partners include pre-populated options for one-click configurations. It’s as easy as the switch of a toggle.
To help publishers best understand what drives engagement and revenue, Control Center is integrated with Demand Manager’s leading A/B testing and Prebid analytics tools to give publishers the ability to benchmark each partner and gauge performance. Demand Manager’s analytics and granular insights provide publishers with a 360° view of performance, allowing for intelligent optimization.
To A/B test a partner after they have been implemented in an account, all a publisher needs to do is create an experiment wrapper with the partner included in the wrapper. Publishers can allocate any portion of their wrapper’s traffic and see the impact of the partner almost immediately. If publishers need help along the way, Magnite’s dedicated account management and technical support teams are there to help configure partners and help with measurement.
3. Streamlined Billing
In addition to a single click-to-sign contract and one-tap implementation, the Demand Manager team efficiently manages billing for every Control Center partner, so publishers no longer have to worry about monthly invoicing and payments.
Magnite negotiates best-in-market rates for each of our Control Center partners on behalf of our publishers. All a publisher has to do is agree in writing that they accept the rate, and then one-click onboarding begins.
Overall, Demand Manager’s intuitive UI, unified reporting, and analytics tools with on-demand support from our ad ops and yield management experts, makes Magnite best equipped to help publishers manage and enrich their inventory.
Expanded collaboration makes Magnite’s streaming TV inventory available for local linear TV buyers through Mediaocean
NEW YORK – August 31, 2023 – Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company, today announced a partnership with Mediaocean, the mission-critical platform for omnichannel advertising, to provide direct access to streaming and CTV inventory for local linear buyers.
Mediaocean’s ad infrastructure serves as the industry’s trusted plan-to-pay media management solution empowering agency teams to work more effectively with a centralized workflow across channels and buying methods. It normalizes processes through user security and permissions, seamlessly integrates with supply, technology and data partners, and includes a financial system to maintain a complete bill-pay process for client and vendor invoices.
“As traditional television and digital increasingly converge, we remain committed to enabling omnichannel execution and providing interoperability with key players across the advertising ecosystem,” said Richard Pacheco, SVP Strategic Partnerships at Mediaocean. “We’re excited to give local linear TV buyers a direct avenue to the entirety of Magnite’s premium CTV supply through existing workflow in our platform.”
As part of the agreement, local buyers will be able to allocate localized spend to Magnite within Mediaoceanand seamlessly execute these CTV buys with their existing planning tools, minimizing operational hurdles for linear buying teams. As the cord-cutting movement accelerates, Magnite is well-positioned to help local linear buyers evolve their buying strategies to accommodate this continued shift in viewing habits, helping to ensure they can reach their audiences across a wide range of demographics and maximize the effectiveness of their campaigns.
“The integration of Magnite’s streaming TV footprint into Mediaocean provides a fully converged workflow for local linear buyers to extend their reach into streaming,” said Matt McLeggon, SVP, Advanced Solutions at Magnite. “This direct line into CTV unlocks efficiencies which will allow agency partners to direct more dollars toward high quality working media, agnostic of screen. We’re excited about the impact that this partnership is already having on the fluidity of local linear media investment.”
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About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile-high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
About Mediaocean
Mediaocean is powering the future of the advertising ecosystem with technology solutions that empower brands and agencies to deliver impactful omnichannel marketing experiences. With over $200 billion in annualized media spend managed through its software, Mediaocean uses AI and machine learning to control media investments and optimize business outcomes. The company’s advertising infrastructure and ad tech tools are used by more than 100,000 people to power campaigns from planning, buying, ad serving, and creative personalization to analysis, optimization, invoices, and payments. Visit www.mediaocean.com for more information.
Media Contact
Megan Hughes
(203) 979-4806