Magnite, the world’s largest independent sell-side advertising company, revealed that it bagged Tennis Australia for programmatic advertising. Tennis Australia has chosen Magnite’s Demand Manager as their Prebid header bidding wrapper solution. For the first time, and in advance of the Australian Open, Tennis Australia will monetize its display and mobile inventory programmatically by utilizing Magnite’s DV+ platform and implementing Demand Manager exclusively as their wrapper solution.
Australian Open taps Magnite for programmatic advertising
The Australian Open is one of the four major tennis championships held annually, and Tennis Australia is the organization that oversees tennis in Australia. It also hosts several international tennis competitions. For 9.5 million users, Tennis Australia’s “AO Digital” website and mobile app offer a variety of content all year long. With over 900,00 spectators in 2023 alone, the Australian Open is Australia’s biggest and most prosperous international sporting event. It keeps shattering attendance records. Every year, the event brings more than $375 million in economic benefits to Melbourne and reaches over one billion households worldwide.
Addressing Tennis Australia’s programmatic needs
In the world of digital advertising, the collaboration between Magnite and Tennis Australia represents a strategic step forward. Tennis Australia’s programmatic advertising needs have led to the adoption of Magnite’s Demand Manager, which is in line with an industry trend toward more advanced and effective ad monetization tools. Tennis Australia can anticipate higher ad revenue by using a Prebid header bidding wrapper because it creates a competitive auction environment where multiple ad exchanges bid in real-time for advertising space.
The announcement comes at a critical time
Additionally, the time frame of this implementation is critical, as it occurs just before the Australian Open. Tennis Australia can take advantage of peak user engagement and maximize the value of its ad inventory by capitalizing on the high traffic that occurs during a major event. This might create a precedent that other sports organizations would want to follow, upending established methods of advertising in the sports sector.
How the partnership benefits Tennis Australia
Tennis Australia will gain significant insight, flexibility, and control over header bidding operations by utilizing Demand Manager, Magnite’s header bidding wrapper services solutions. They will also be able to optimize Prebid per their unique needs, which will increase monetization. In a broader sense, these developments in programmatic advertising technologies may result in higher profits for content providers and a change in the way advertisers distribute their budgets, favoring digital channels that offer high levels of engagement and the ability to reach specific audiences.
Here’s what they said
Yael Milbank, Managing Director, ANZ at Magnite said
We’re excited to be working with Tennis Australia to help them maximise the value of their inventory across various formats. We look forward to helping them drive operational efficiencies through our technology and supporting them in their efforts to scale their programmatic advertising strategy during and beyond the Australian Open.
MAGNA and OpenAP to Boost Data-Driven Video Capabilities
OpenAP and MAGNA announced a new partnership. The alliance will allow MAGNA to integrate directly with Acxiom to build and reach advanced audiences across data-driven video endpoints. OpenAP is a cutting-edge advertising firm that offers audience-based television campaigns scale and simplicity. MAGNA is IPG Mediabrands’ investment and intelligence division. The IPG Mediabrands network’s planning and investment engine, MAGNA, will now have the capability to target and distribute custom audiences across linear, digital, streaming, and programmatic channels using Acxiom data in a central manner through OpenAP. At the conclusion of a campaign, MAGNA will be able to compute cross-publisher and cross-platform reach and frequency.
Partnership for data-driven video capabilities
The alliance demonstrates MAGNA’s dedication to putting viewers first in the future of video advertising. MAGNA will receive actionable audience viewership data and key planning metrics throughout the campaign lifecycle by activating audiences with Acxiom data on OpenID, TV’s common identifier that powers the resolution of linear and digital audiences across publishers. This will give IPG Mediabrands clients a deeper understanding of viewership and eliminate waste and overlap in cross-platform campaigns across multiple currency workflow. OpenAP will provide MAGNA with end-to-end campaign forecasting for both digital and linear channels. This will give clients fresh and additional chances to distribute unexposed audiences to digital and CTV channels, increasing the reach and return on investment of their campaigns. Additionally, MAGNA will gain from having first-mover advantage in the cross-platform, cross-publisher clean room solution provided by OpenAP Data Hub in early 2024.
The alliance is announced just in time for the 2025 Upfront. This is when advertisers will still have to deal with fragmentation in terms of identity, viewership, and new currencies. Moreover, the agreement is disclosed when TV networks attempt to sell the majority of their inventory of advertisements prior to the upcoming programming cycle. In order to provide clients of IPG Mediabrands with an objective perspective of planning insights and comprehensive campaign performance, independent of viewership currencies, the company has partnered with OpenAP to centralize audience onboarding, audience distribution, and post-campaign reporting.
NBCUniversal, Fox Corp., Warner Bros. Discovery, and Paramount Global are a few of the companies that support OpenAP. The company wants to give advertisers access to specific consumer segments that are constant regardless of which company’s inventory is bought, as well as the ability to establish more easily comparable benchmarks.
Here’s what they said
Dani Benowitz, Global President, at MAGNA said,
Identity is the common denominator powering the industry’s transition to a multi-publisher, multi-platform, multi-currency advertising model. At MAGNA, we are committed to an audience-first strategy to deliver the insights and precision our clients need to maximize their investments. This partnership with OpenAP simplifies a complex process and gives the actionable data our team’s need in the planning stage to maximize our clients’ investments.
Abbey Thomas, Chief Revenue Officer at OpenAP stated,
Buyers have more choices than ever before going into the next upfront cycle with multiple new currencies and data sources, all while managing the complexities of fragmentation of audiences across publisher endpoints. By leaning into a common identifier to unify campaigns across publishers, platforms and currencies, MAGNA is modeling the way for how to navigate an incredibly complex media buying landscape and future-proofing their investments as we migrate to privacy-centric clean room technology with Acxiom in the OpenAP Data Hub.
Magnite Opens New Office In India Expanding Global Presence
Magnite expands global presence with opening of first India office. Opening of a Mumbai location enhances support for publishers and buyers in market. The expansion marks Magnite’s commitment to supporting publishers and buyers in one of the fastest-growing digital advertising markets globally.
Expanding presence in India
The biggest independent sell-side advertising firm, Magnite, has revealed the launch of a new office in Mumbai. It will act as the organization’s headquarters for all of India. This move demonstrates the company’s dedication to helping buyers and publishers in one of the world’s fastest-growing digital ad markets. In order to assist streaming TV media owners in India in managing premium ad experiences throughout the video landscape, Magnite released new cutting-edge tools this year, such as Magnite Streaming and the SpringServe ad server. Strong market demand for these developments has driven an 185% increase in CTV ad spending in India year over year.
As part of its ongoing efforts to expand its workforce in India, Magnite most recently named Chandrahas Shetty as the lead for demand facilitation. Senior Account Manager Rohit Prasad Yeggina, Account Manager, Supply Jerit Kunjumon, and Senior Account Manager, Supply, Karnika Maroo are among the other members of the team. Together, they are committed to helping clients achieve their goals. They will do so by making sure they can take advantage of Magnite’s special omnichannel capabilities.
Here’s what they said
Gavin Buxton, Managing Director of Asia at Magnite said,
Programmatic adoption in India is forecasted to increase at a CAGR of 32% until 2027, according to Magna Global. Establishing a Magnite hub in Mumbai allows us to provide more hands-on support and help our clients navigate the changing market landscape. As advertisers continue to seek out the most comprehensive omnichannel ecosystem to reach their audiences, we’ll be able to more seamlessly connect them with the premium publishers we work with.
The biggest independent sell-side ad provider in the world, Magnite, has announced a partnership with Scope3 to provide carbon emissions data across Magnite’s massive omnichannel inventory. As a result, advertisers will be able to evaluate their carbon emissions and match the success of their campaigns with their sustainability objectives.
Magnite will provide Green Media Products (GMPs) powered by Scope3 data as part of the cooperation. Advertisers and media purchasers can quickly find supply routes that naturally exclude climate risk (high carbon) inventory thanks to GMPs. To precisely measure carbon emissions from digital advertising, Scope3 developed and still employs the most detailed and all-encompassing emissions data model in the industry.
Here’s what they said
Sean Buckley, Chief Revenue Officer at Magnite said that with this partnership, the company is looking to minimize its environmental impact as the largest independent SSP. Furthermore, they are wanting to help their clients to do the same.
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. Digital advertising is inherently an energy-intensive business given the high level of data processing required. We are working closely with publishers, marketers and our peers to constantly innovate to create more energy efficient practices while also improving advertising outcomes.
Brenda Tuohig, Chief Commercial Officer at Scope3 stated,
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. 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.
Martin Bryan, Global Chief Sustainability Officer at IPG Mediabrands commented
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. 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.
The largest independent sell-side ad agency in the world, Magnite, established a collaboration with Mediaocean. It is a mission-critical infrastructure for omnichannel advertising to give local linear buyers direct access to streaming and CTV content. Magnite sought to offer compatibility with important members of the advertising ecosystem. It went on to say that it was crucial in a sector where cord-cutting had been picking up speed.
In accordance with the new partnership, Mediaocean’s ad infrastructure for multichannel marketing has been linked with Magnite’s sell-side streaming TV footprint. It’s a recognized plan-to-pay media management system on the market. It will further enable agency teams to work more productively with a consolidated procedure across sources and buying techniques. Utilizing user security and permissions standardizes the procedure. It also easily interfaces with partners in supply, technology, and data. It has a financial system that manages the whole client and vendor bill-pay procedure.
Local linear TV buyers can use Mediaocean’s convergent workflows to access Magnite’s entire premium CTV supply directly through sell-side advertising. Local consumers now have access to Magnite’s streaming and CTV supply, something they had not had before the recent conjunction. Magnite’s supply reaches more than 80 million CTV households in the US, or 90% of CTV viewers in the country funded by advertisements.
Adapted for linear purchasing
Local purchasers will be able to designate localized spend to Magnite within Mediaocean as part of the deal. It will reduce operational challenges for linear buying teams by enabling the smooth execution of CTV purchases with its current planning tools. Magnite is in a good position to assist local linear buyers in adapting their buying strategies to account for the ongoing shift in viewing preferences as the cord-cutting movement gains momentum. This will help ensure that they can reach their target audiences across a broad range of demographics and maximize the efficacy of their campaign.
Here’s what they said
Richard Pacheco, SVP of Strategic Partnerships at Mediaocean said,
As traditional television and digital increasingly converge, we remain committed to enabling omnichannel execution and providing interoperability with key players across the advertising ecosystem. 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.
Matt McLeggon, SVP of Advanced Solutions at Magnite commented,
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. 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.
Magnite, the world’s largest independent omnichannel sell-side advertising platform announced the acquisition of Carbon. Essentially, Carbon is a one-stop solution for supporting seller-defined audiences, which is one of the hottest trends right now, as inventory sellers have significant bargaining power in CTV. Publishers can create unique audience segments and improve addressability by accessing first-party data from streaming viewers. The acquisition was financed by an asset sale and financial terms were not disclosed.
How Will Magnite Benefit From This Deal?
Magnite’s move makes logical because CTV currently accounts for one-third of the SSP’s revenue. The acquisition will benefit Magnite as it expands its audience and identity capabilities and integrates them across its omnichannel offerings.
Adam Soroca, Chief Product Officer at Magnite said,
“CTV sellers have valuable viewer data that makes them well-positioned to create unique first-party data and we expect their demands around addressability to become more pronounced. As it relates to the open web, the likely deprecation of the third-party cookie means publisher-centric identity solutions are foundational to the future of advertising.”
Audience creation is moving from the buy-side to the sell-side, which directly owns the relationship with consumers. Although this shift is new for many publishers, first-party data has been an essential component of CTV/OTT addressability for decades. Magnite supports industry-specific IDs, it adheres to the belief that a variety of identity signals is needed to make the inventory addressable to the greatest extent possible. Carbon enters the picture here.
It will provide sellers with everything they need to maximize their audiences across all channels. In addition, it will provide Magnite with an opportunity to demonstrate its value (aka ROI) as a video ad server and CTV network.
Interesting Read: Unlock The CTV Opportunity: What The Future Looks Like
And That’s What They Said
Advertisers will expect more control and transparency in exchange for the relatively high CPMs they’ll have to pay for CTV now that the honeymoon time for CTV is coming to an end. Publishers and SSPs are beginning to realize that power (and money) will go to those who can show their efforts reached a specific audience or generated business results.
Pete Danks, CEO & Founder at Carbon said,
“Helping publishers be more profitable by providing them with technology to unlock the opportunities within their data has always been core to our mission.”
“We’re excited to further this goal as Magnite and continue to work with publishers to lay the groundwork for a new audience-based advertising paradigm built on sell-side data.”
Interesting Read: Connected TV Ad Fraud: Is It Real And How To Avoid It?
The media investment division of WPP, GroupM, has launched a programmatic marketplace covering everything from Connected TV and online video and display ads. This is a result of GroupM’s licensing deals with SSP platforms Magnite and Pubmatic.
GroupM believes that the Premium Marketplace will allow advertisers more transparency in this otherwise lopsided ecosystem of internet ads.
The GroupM Premium Marketplace is an integrated and unified programmatic marketplace created through worldwide collaboration agreements with Magnite in North America and PubMatic in Europe and the Middle East. It comes in response to an RFP that urged vendors to show their capabilities in the fast-growing CTV industry as well as in high-growth areas.
GroupM also expands on its previous SPO efforts, codenamed Premium Supply, which saw it centralize programmatic spending to a small number of SSPs, including Magnite, PubMatic, and Index Exchange, strategies that have been deployed on Madison Avenue.
According to a press release, GroupM Premium Marketplace will –
“provide clients with direct and advantaged access to high-quality publisher inventory”