Page 5 – Magnite

As artificial intelligence continues proliferating our daily lives, companies such as global learning platform Quizlet are harnessing its power to improve user experience. Quizlet has leveraged AI in its platform since the beginning but is now also using machine learning to improve its ad experiences. We recently spoke to Amit Grover, head of Programmatic Partnerships at Quizlet, and the wider Quizlet team to learn more about their learning platform, use of artificial intelligence, and how they’re integrating advertising into their user experience.

Can you tell us a bit about what Quizlet is and how you’re leading the way in AI-driven learning?

Quizlet is a global learning platform that provides engaging AI-enhanced study tools to help people practice and master whatever they are learning. In the US, 2 in 3 high school students and 1 in 2 college students use Quizlet every month. Over 60 million students, teachers, and everyday people use Quizlet to study any subject imaginable for school, work, or personal interests.

Quizlet has been at the forefront of AI in learning for several years, leveraging the power of AI since 2017 with the introduction of Learn mode. Recent advancements in generative AI have allowed us to launch even more AI-powered experiences, leveraging student and teacher inputs to enhance what users already provide and make studying more effective and efficient for students.

Given those credentials, what impact is AI having on the business?

Quizlet has long recognized the potential of AI to enhance studying and learning by personalizing the student experience. AI is deeply integrated into the product experience and underpins our ability to provide students with smarter, more adaptive study tools to help them in everything from learning a new language to mastering the concepts behind organic chemistry.

In a 2023 study, we found that almost half (47%) of students say AI technologies have positively impacted their learning experience.

We’ve also integrated ads in a way that brings value to our users and advertisers trying to reach our unique audience. This is another area where we use advanced machine learning and data science to create contextual audiences.

How does Quizlet help advertisers reach their target audiences?

Many brands turn to social media to reach Gen Z (specifically the 18-24 age range), but if you’re a programmatic buyer, there aren’t a lot of places to reach this audience at scale and in a more engaged environment. By analyzing first-party data, Quizlet can identify and segment users based on major life stages, educational needs, and professional fields such as military, medical/nursing, and small business ownership. This approach allows advertisers to tailor their messaging to highly specific, niche audiences, ensuring that their ads are not only seen but are also relevant and engaging to Quizlet’s users. Using contextual targeting, powered by machine learning, ensures that ads are placed in the most appropriate and effective contexts, maximizing the impact and efficiency of advertising campaigns on the platform.

What does Quizlet’s ad offering look like?

Quizlet’s advertising offerings are designed to provide a variety of solutions to meet the needs of a diverse range of advertisers. We provide many ways to buy and deliver ad campaigns on Quizlet to ensure campaigns achieve marketing objectives. Our ad suite includes an open auction, Private Marketplace (PMP), and Direct sales offerings. This multifaceted approach ensures that we can offer scalable, flexible advertising solutions that allow advertisers to seamlessly integrate into the user experience. For instance, PMPs allow advertisers to connect with Quizlet’s unique user base, including students and professionals at critical stages of their educational and career journeys, within a high-quality environment.

How is Quizlet leveraging Magnite’s tech to maximize the value of its ad offering?

While buyers can tap into Quizlet via other SSPs, Magnite offers unique audiences that can be layered onto our inventory via PMP. For instance, we’ve onboarded both age and grade-level first-party data audience segments into Magnite, allowing advertisers to reach our unique audiences in the most granular capacity possible.

By harnessing Magnite’s technology, we can optimize our entire PMP workflow, gaining enhanced control and access to demand to maximize our inventory yields. Magnite’s advanced troubleshooting tools, transparency features, and robust buyer relationships ensure that our PMPs can scale effectively. For example, by analyzing bid requests across various integrations, we’ve identified and corrected missing parameters, leading to increased deal scalability through each integration path. PMPs play a vital role in our programmatic strategy, and our ability to swiftly monetize these opportunities with precise audience parameters for our buyers is essential.

How is Quizlet leveraging data to provide buyers with a quality ad product?

Quizlet leverages its rich data – from its array of content-related signals and logged-in users (that make up a majority of the user base) to offer advertisers a quality ad product that stands out in a crowded marketplace. With 70% of PMP buyers leveraging first-party targeting, Quizlet demonstrates the effectiveness of using proprietary data to reach specific audiences. This approach is increasingly important in a cookieless world, where traditional third-party data sources are becoming less viable. For instance, our contextual segments are based on studied content to place users into grade level/life stage audiences.

Expanded Partnership Extends Automated Advertising Capability Across Spectrum’s Linear and Streaming TV Inventory

NEW YORK – June 18, 2024 – Magnite (NASDAQ:MGNI), the world’s largest independent sell-side advertising company, and Spectrum Reach®, the advertising sales business of Charter Communications, Inc., today announced an expanded partnership that enhances programmatic ad-buying access across Spectrum Reach’s extensive library of premium linear and streaming television inventory.

With the agreement, Spectrum Reach will expand on the current use of Magnite’s technology, which is focused on delivering targeted ads in a programmatic, or automated, fashion in a privacy-focused way to consumers watching TV via the Spectrum TV App. Spectrum TV App is the country’s highest-rated pay TV streaming app¹ and most-viewed streaming service in the U.S. on an hours-per-household basis.²

The two parties’ agreement effectively extends Magnite’s full programmatic capabilities to Spectrum’s newest video delivery technology, allowing ad buyers to bid on individual impression opportunities available on the app in real-time. Ad buyers will also benefit from centralized planning and frequency management capabilities across linear and digital platforms.

“Our partnership with Magnite will help our clients unlock the full reach and capabilities of programmatic advertising,” said Dan Callahan, Group Vice President of National Sales for Spectrum Reach. “Magnite’s efforts to drive increased interoperability have helped us maximize the value of our inventory to advertisers so they can reach the desired audience for their campaign.”

Spectrum Reach provides custom advertising solutions for local, regional, and national clients, using its aggregated and de-identified first-party data to reach audiences on any platform. Spectrum Reach’s multiscreen advertising sales inventory offers access to more than 60 linear networks and over 450 streaming networks and partners, enabling advertisers to reach consumers on TV, streaming, online video, display, search and social media platforms.

“Magnite has been a pioneer in the programmatic space and is committed to advancing the growth of automated advertising access across all environments where TV is consumed,” said Matt McLeggon, Senior Vice President, Advanced Solutions at Magnite. “We’re pleased to bring expanded Spectrum Reach streaming access to programmatic buyers and to introduce the advanced capabilities of programmatic to traditional television. These efforts will help Spectrum Reach create enhanced revenue opportunities, ensuring ad buyers benefit from greater efficiencies and targeting capabilities.”

These new capabilities will benefit ad-buying agencies by helping them drive media effectiveness for their clients. “Our partnership with Spectrum Reach now allows for dynamic ad insertion into linear content, offering a distinct and valuable targeting capability,” said David Nyurenburg at Rain the Growth Agency. “Spectrum Reach’s transparency and detailed data signals are instrumental in our ability to fine-tune campaign strategies, driving improved performance and achieving higher levels of client satisfaction.”

More information about activating programmatic demand with Spectrum Reach is available at www.SpectrumReach.com.

¹iOS (App Store) and Android (Google Play) average ratings as of Feb. 1, 2024. Apps must have at least 150k reviews through combination of iOS & Android store reviews as of Feb. 1, 2024.

²Comscore CTV Intelligence Report 2022 through Dec 2023, U.S. Statement based on measurement of Average Hours Per HH Per Month for Spectrum TV App vs. top streaming providers as measured on connected TVs, gaming consoles and streaming devices.

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 Spectrum Reach

Spectrum Reach®, the advertising sales business of Charter Communications, Inc. (NASDAQ:CHTR), provides custom advertising solutions for local, regional and national clients. Operating in 36 states and 91 markets, Spectrum Reach creates scalable advertising and marketing services driven by aggregated and de-identified data insights and award-winning creative services. Spectrum Reach helps businesses of all sizes reach anyone, anywhere, on any screen. Additional information about Spectrum Reach can be found at https://www.spectrumreach.com.

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Media Contacts:

Magnite
Megan Hughes, mhughes@magnite.com

Spectrum Reach
Andrew Russell, andrew.russell@charter.com

NEW YORK – June 17, 2024 – Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, today announced it will power the delivery of advertising on United Airlines’ inflight personal device entertainment (PDE) platform. United’s PDE platform allows customers to stream entertainment content on their own devices, such as phones, tablets, and laptop computers. The partnership follows the recent launch of Kinective Media by United Airlines, which allows advertisers to reach United travelers and MileagePlus members throughout their travel journeys and beyond.

Kinective Media gives marketers the opportunity to scale their reach across a wide range of channels including United’s award-winning mobile app and inflight entertainment screens. The airline expects its MileagePlus members will receive additional value through more personalized and real-time offers and experiences that drive even greater loyalty. Kinective Media is already working with brands such as Norwegian Cruise Line, Macy’s, Chase United Co-Brand Credit Cards, TelevisaUnivision, IHG Hotels & Resorts, as well as agency groups like Dentsu. The focus is on premium brand relationships across key verticals such as retail, luxury goods, financial services, automotive, media brands, and travel.

Magnite will be the centralized ad platform for inflight personal device entertainment campaign management, measurement, and delivery reconciliation, managing bidding, sales fulfillment, delivery, and measurement for advertisers on this engaging media channel.

Magnite’s SpringServe ad server will enable advertising activations for millions of United travelers who use their personal devices to access free inflight content, including more than 2,000 movies and TV shows (over 7 million views annually), a moving map, and arrival information. There is the potential for 3 hours of attention per traveler, based on average flight time.

“At United Airlines, and with the launch of Kinective Media, we’re creating new ways to enhance the traveler journey, and this partnership with Magnite puts us in a great position to offer more personalization on our planes,” said Richard Nunn, Chief Executive Officer at MileagePlus. “Magnite’s proven track record working with the biggest names in streaming video demonstrates their ability to deliver a seamless viewing experience, making them the best choice for us.”

“We are privileged to support the largest airline in the world in scaling their media business and complementing their unique inventory with quality ad experiences,” said Sean Buckley, Chief Revenue Officer at Magnite. “We look forward to collaborating alongside the Kinective Media team to expand the possibilities of what we can bring to their loyal consumers through innovation and personalization.”

About Magnite

Media Contact
Kar Yi Lim
klim@magnite.com
917-658-1994

Investor Relations
Nick Kormeluk
nkormeluk@magnite.com
949-500-0003

The Trade Desk’s recent list of the top 100 premium publishers ignited a conversation in the ad tech industry. While any list is bound to have its supporters and detractors, one thing remains clear: there are countless fantastic publishers out there.

The real strength of the open internet lies in a vibrant tapestry of publishers, each reaching unique audiences and offering valuable content. The focus shouldn’t be on pitting publishers against each other but on building a strong, collaborative environment.

Today’s challenges – fragmentation, walled gardens, and signal loss – demand a united front. Our goal should be to eliminate waste, simplify the buying process, and ensure publishers are fairly compensated for their quality content.

Transparency Builds Trust

Here at Magnite, we understand the power of a diverse publisher network. Transparency is key. While we work with a vast majority (over 90%) of the publishers on The Trade Desk’s list, a single list can’t define “premium,” which is inherently subjective and ultimately limiting.

For us, premium publishers deliver high-quality impressions, prioritize authorized and transparent content, and adhere to data privacy regulations. Magnite’s extensive sell-side relationships allow us to offer advertisers unmatched global reach and cater to diverse audience needs.

Innovation Through Collaboration

Publishers face a complex landscape with challenges like AI-powered competition and signal loss. They need solutions that empower them, not burden them. Building ad tech in-house shouldn’t be a necessity. Magnite’s innovative pipes provide them with the tools they need to succeed and centralize their value proposition, reducing the need to manage multiple partnerships.

A robust open internet relies on a streamlined connection between publishers and buyers. This, in turn, leads to a better user experience for audiences who see relevant ads alongside quality content.

Championing a Thriving Open Internet

The open internet’s vast ocean of publishers offers a diverse range of content and audiences. However, fragmentation can make it difficult for both publishers to maximize their yield and advertisers to reach their target markets effectively.

Magnite champions a healthy open internet, advocating for better quality standards and ensuring demand reaches a diverse range of publishers, not just a select few. This investment in a broader, high-quality publisher base empowers advertisers to reach their audiences effectively, eliminating the inefficiencies of managing too many placements.

Strong publisher partnerships, like the ones we cultivate at Magnite, are the backbone of a flourishing open internet. Collaboration fosters innovation, transparency, and a better experience for everyone. Magnite is committed to supporting publishers of all sizes to create a more efficient and transparent ad ecosystem.

As our fractured media landscape becomes more streamlined, buyers and sellers are coming closer together to forge fewer, more direct paths to inventory, making the supply path more efficient and impactful.

In line with this, Magnite is one of the first SSPs to join Amazon Ads’ Certified Supply Exchange Program. As a Certified Supply Exchange SSP, Magnite is collaborating closely with Amazon Ads to deliver premium deals that drive results for buyers and unlock new opportunities for sellers.

“As the way media is bought and sold continues to evolve, it’s become even more important for the buy- and sell-side to work collaboratively,” said Jennifer Fagnini, Vice President, Demand Partnerships, at Magnite. “This is an exciting step forward for the industry, and we look forward to the benefits this relationship will deliver in unlocking scalable routes between buyers and sellers.”

New Inventory Opportunities for Buyers

For buyers, Magnite’s strengthened relationship with Amazon Ads streamlines the buying process, offering a transparent and addressable line to programmatic inventory on Amazon’s DSP. The Certified Supply Exchange program will provide Magnite with greater seat transparency and alignment, increased demand and supply activation as well as more QPS and deal APIs to ease the deal setup process.

For the first time, advertisers can now activate unique deal packages, including Amazon Shopper Insights curated packages that index highly against Amazon first-party shopping signals on Magnite inventory.

As buyers increasingly demand routes to inventory that are focused, transparent, and addressable, Magnite’s relationship with Amazon as a certified channel partner can help buyers drive stronger results with massive audiences.

“By deepening our relationships with leading SSPs, we can provide advertisers more streamlined deal activations, robust signals, and reliable access to their preferred supply partner. The Certified Supply Exchange program aims to deliver better results through closer collaboration between buyers and sellers,” said Chris Conetta, Head of Supply, Buyer Services at Amazon Ads.

Meanwhile, Magnite remains committed to leveraging its extensive network of top media owners to provide buyers with the best path to high-quality inventory. This direct access to premium inventory enhances audience targeting capabilities at scale, helping drive ROI for brands.

Greater Demand for Sellers

For publishers, this relationship opens up greater demand on the Magnite platform, with the opportunity to boost yield for various sellers’ businesses. As ad dollars increasingly flow through high-efficiency supply chains and curated deals, publishers have much to gain, with direct paths to ad dollars. Importantly, Magnite’s relationship helps service third-party buys easily. The rising tide lifts all boats— bringing amplified revenue, improved efficiency, and monetization opportunities.

The Value of a Connected Ecosystem

As Jounce Media’s latest State of the Open Internet report highlights, there is increasing industry demand for more publisher-direct and SSP integrations — especially as brands look to employ Supply Path Optimization (SPO) in buys. In line with this, marketers are shifting budgets toward DSPs that are allocating resources to these high-efficiency supply chains.

To this end, Magnite’s participation in Amazon Ads’ Certified Supply Exchange Program aims to help generate efficiencies to simplify the complex supply chain and enable buyers to buy omnichannel inventory seamlessly.

Ultimately, as the way media is bought and sold continues to evolve, it’s become increasingly important for the buy and sell side to work in concert. Magnite’s relationship with Amazon Ads underscores our commitment to unlocking direct, scalable paths to premium supply, fueling greater industry collaboration.

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

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

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

A Shared Focus on Efficiency and Effectiveness

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

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

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

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

Leveraging Collaboration for Reach

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

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

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

Continued Innovation

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

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

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

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

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

Case Study: A Unified Buying Strategy

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

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

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

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

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

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

Simplifying Audience Activation

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

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

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

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

Unlocking the Full Power of Programmatic TV

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Download

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

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

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

1. In what ways is CTV growing in LATAM?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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