Skip to content
Content — Workflows — Streaming — Broadcast — Media — Television — Ip — Video — Digital

Programmatic Solution Debut by ITN and Magnite for Linear TV Advertising in Local Market

U.S. Market First: Fox-owned Stations Confirm Successful Testing of Pioneering Solution

,   and  Administrator
3 min read
U.S. Market Pioneer: Fox-Owned Stations Introduce Groundbreaking Tested Solution First
U.S. Market Pioneer: Fox-Owned Stations Introduce Groundbreaking Tested Solution First

Programmatic Solution Debut by ITN and Magnite for Linear TV Advertising in Local Market

From the Pulpit of TV Advertising: Local Lincoln Goes Programmatic

Hear ye, hear ye! It's a brand new era in TV advertising, and it's all thanks to the groundbreaking collaboration between NEW YORK-ITN and Magnite. In the heart of the U.S., they're cookin' up a programmatic solution that'll revolutionize local linear TV.

This bad boy will make it easier than ever for advertisers to buy chunks of local TV stations programmatically. It's like striking gold, but with live linear ads instead! And guess what? Fox TV Stations have already hopped on board for a test run.

According to the bigwigs at Fox Television Stations, it's high time for a fresh approach to selling video impressions, and this partnership is the epitome of innovation. "We're embracing the future," says Tom Fleming, Senior Vice President of Sales at Fox TV Stations, "Our audience is gold, and we aim to make it easier for marketers to tap into that value."

Then, there's the cherry on top: this collaboration builds upon the successful launch of ITN's local linear Supply Side Platform (SSP) late in 2024. ITN's powerful network boasts 75 broadcast ownership groups spanning over 1,100 stations, ready to be translated into biddable impressions.

Want to know what makes it truly special? Magnite's SpringServe ad server is in the mix. Together, they create a juicy blend of local linear's massive scale and digital automation's ease. And don't forget that "Programmatic linear TV is finally happening," as Todd Watson, CEO of ITN, puts it!

But wait, there's more! The union of these two powerhouses supports:

  • Real-time bidding and VAST workflows that ensure seamless programmatic transactions for live local linear TV alongside streaming and online video buys.
  • A multiplier for impressions, forecasting delivery across various channels. This allows for a digital-like buying experience, making local linear TV as easy to access and act on as its digital counterparts.
  • A smooth back-end workflow, empowering local TV stations to compete for ad dollars side by side with national networks and online streaming alternatives.

Matt McLeggon, Senior Vice President of Advanced Solutions at Magnite, says, "Local linear TV presents a wealth of untapped reach and scale for digital advertisers. This collaboration marries linear-focused technology with programmatic efficiency, creating an ad-buying experience to die for."

Now, you might wonder, what about that connection between Magnite and NEW YORK-ITN? Well, while direct partnership details are scarce, Magnite has made waves in the programmatic advertising scene, particularly in streaming and Connected TV (CTV).

For instance, Magnite teamed up with Amazon Publisher Services (APS) to broaden access to streaming TV inventory on Fire TV devices. And they've integrated Anoki's ContextIQ platform for enhanced contextual targeting in CTV advertising, showcasing a push towards more sophisticated targeting methods. So, keep your eyes peeled for further developments in this buzzing partnership!

[1] Magnite and Amazon Publisher Services (APS) Collaboration: Source

[2] Magnite Integration with Anoki ContextIQ: Source

[3] More information about APS Transparent Ad Marketplace (TAM): Source

[4] More details about Anoki ContextIQ: Source

  1. This new programmatic solution for local linear TV, spearheaded by NEW YORK-ITN and Magnite, will revolutionize the way video impressions are sold and bought, making it as easy as buying online streaming content.
  2. The collaboration between these two entities empowers local TV stations to compete for ad dollars alongside national networks and online streaming alternatives, thanks to real-time bidding and VAST workflows that support seamless programmatic transactions for live local linear TV.
  3. The partnership between Magnite and Anoki, for instance, showcases a push towards more sophisticated targeting methods in CTV advertising, enhancing contextual targeting capabilities with Anoki's ContextIQ platform.
  4. As part of their collaboration, Magnite also teamed up with Amazon Publisher Services (APS) to broaden access to streaming TV inventory on Fire TV devices, signaling their commitment to expand and innovate within the streaming and Connected TV (CTV) landscape.
  5. The digital-like buying experience offered by this partnership between Magnite and NEW YORK-ITN ensures a smooth back-end workflow for media entities, ultimately benefiting advertisers who aim to tap into the immense audience and reach of local linear TV.

Read also:

    Related

    Latest