ITN and Magnite Empower Advertisers with Programmatic Access to Local Linear TV through New Private Marketplace

Rhea-AI Summary

ITN and Magnite (NASDAQ: MGNI) launched the industry’s first LocalLinear TV Private Marketplace on Oct 30, 2025, enabling programmatic access to local broadcast through Magnite’s ClearLine platform.

Key features include self-service deal ID creation, precision geo/daypart/affiliate/program/genre controls, auto-bidding, and digital-like delivery dashboards. Buyers can activate local linear TV, streaming, and digital video together via real-time bidding and VAST workflows. Stations retain inventory control while gaining streamlined workflows and bid-multiplier forecasting for impression-based planning.

Positive

• First LocalLinear TV Private Marketplace launched
• Local linear TV accessible inside Magnite ClearLine
• Self-service deal ID creation for buyers
• Real-time bidding and VAST support for converged buys
• Auto-bidding and digital-like delivery dashboards
• Bid multiplier forecasting for impression-based planning

Negative

• Advanced spot TV and direct-to-station features are planned, not yet available

Insights

Programmatic Advertising Strategist

ITN and Magnite enable programmatic local linear TV with digital workflows, increasing access and operational automation.

This integration brings local linear TV into Magnite's ClearLine Private Marketplace, letting buyers create self-service deal IDs, set precision geo and daypart controls, and use auto-bidding and delivery dashboards. Buyers can now run real-time bidding and VAST workflows for live local linear alongside streaming and digital video, which simplifies campaign activation across formats.

Key dependencies include buyer adoption of ClearLine, station willingness to expose inventory, and the accuracy of ITN's tracking and campaign management layers. Watch adoption metrics and inventory fill rates over the next 12–18 months to judge momentum. Early success would show as increased programmatic spend and improved fill for local stations.

Local Broadcast Revenue Analyst

Local stations gain programmatic controls and automation that can raise yield and speed to market.

The announcement promises station-level control of inventory while enabling buyers to package local linear with digital video in one platform. Features like precision affiliate/program targeting and bid-multiplier forecasting extend impression planning to one-to-many linear delivery, which could improve rate realization and campaign accuracy.

Risks include execution complexity at scale and the need for clear measurement parity between linear and digital impressions. Monitor station opt-in rates, CPM trends, and reported measurement reconciliation in the next 12 months. If these metrics move favorably, the product may materially increase local programmatic revenue.

NEW YORK, Oct. 30, 2025 /PRNewswire/ -- ITN, the leader in automated activation technology for local TV, and Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, today announced the launch of the industry's first LocalLinear TV Private Marketplace designed to close the programmatic gap for local broadcast.

This new functionality allows buyers to replicate digital-like workflows seamlessly, offering:

• Self-service deal ID creation
• Precision controls for geo targeting, daypart, affiliate, program, and genre
• Auto-bidding for delivery management
• Digital-like delivery dashboards

The result is a new level of flexibility, visibility, and automation for linear TV—while ensuring local stations retain full control of their inventory.

Through this collaboration, local linear TV inventory is available through Magnite's ClearLine platform, where buyers can discover, package, and activate video ad campaigns. Within Magnite's ClearLine solution, buyers can now access local linear TV and digital video programmatically in one place.

This advancement combines the scale, reach, and cultural impact of local broadcast with the efficiency, precision, and automation of digital execution, marking a major step toward the industry's long-held goal of fully independent local TV programmatic activation.

Advertisers have access to a powerful suite of capabilities that bring linear and digital video together for maximum campaign impact.

• Buyers can now activate live local linear TV alongside streaming and digital video through real-time bidding and VAST workflows—enabling a truly converged media strategy.
• Stations gain streamlined workflows that enhance their ability to operate with the speed of national networks and digital platforms.

Bid multiplier forecasting extends impression-based planning to one-to-many linear delivery, unlocking greater precision and efficiency in media activation.

In parallel, ITN—long recognized as the gold standard in TV tracking and accountability—has layered in advanced campaign management tools that give buyers digital-like control and transparency from start to finish.

"We've moved well beyond where previous programmatic linear efforts have stalled," said Todd Watson, CEO of ITN. "This launch delivers the ease, visibility, and automation that will define the future of linear TV. The difference now is that activating it is just as simple as buying digital."

"The expansion of our partnership with ITN brings programmatic buyers closer to local linear TV inventory and makes it much easier to holistically activate, manage, and measure their total video advertising investments," added Matt McLeggon, SVP of Advanced Solutions at Magnite. "Bringing valuable local linear TV inventory to ClearLine gives digital-native advertisers a more comprehensive access point to premium video supply with executional ease and efficiency."

"Today's announcement has been a long time in the making," said Jennifer Hungerbuhler, Chief Publisher Direct Officer at Dentsu. "We are now witnessing technology that has the potential to revolutionize the local TV workflow and unlock the inherent value that agencies have always seen in this medium."

Future enhancements will include advanced capabilities for spot TV, direct-to-station access, more precision audience targeting, and specialized features for key verticals such as political advertising, further cementing linear TV's place in the modern programmatic landscape.

About ITN

ITN is a tech-first company with a suite of proprietary platforms offering both managed and self-service solutions. We redefine how local TV is activated across broadcast, cable, and digital channels at the national, regional, and local levels—helping agencies operate more efficiently and deliver greater client value. ITN is bringing local TV fully into the programmatic ecosystem, unlocking revenue for suppliers, and enabling advertisers to realize the total strategic value of local TV with digital-like execution.

For more information, visit itn.tv

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.

CONTACTS:
Craig Sulema
CSulema@itnnetworks.com

Charlstie Veith
CVeith@magnite.com 

View original content to download multimedia:https://www.prnewswire.com/news-releases/itn-and-magnite-empower-advertisers-with-programmatic-access-to-local-linear-tv-through-new-private-marketplace-302598980.html

SOURCE ITN

FAQ

What did ITN and Magnite announce on Oct 30, 2025 regarding MGNI?

They launched the first LocalLinear TV Private Marketplace making local broadcast programmatically available via Magnite ClearLine.

How does the new MGNI ClearLine integration let advertisers buy local TV?

Buyers can discover, package, and activate local linear TV with self-service deal IDs, precision targeting, auto-bidding, and dashboards.

Can advertisers combine local linear TV and digital video through MGNI ClearLine now?

Yes — the solution enables activation of live local linear TV alongside streaming and digital video via real-time bidding and VAST workflows.

What campaign controls are available for local TV buyers through the MGNI marketplace?

Controls include geo targeting, daypart, affiliate, program, genre, auto-bidding, and delivery dashboards for transparency.

Will local stations lose control of inventory with the MGNI LocalLinear marketplace?

No — stations retain full control of their inventory while gaining streamlined programmatic workflows.

What capabilities are planned next for the MGNI and ITN LocalLinear solution?

Future enhancements include advanced spot TV, direct-to-station access, finer audience targeting, and vertical-specific features like political advertising.