ITN and Magnite Launch First Programmatic Solution for Local Linear TV in the US Market
Magnite (MGNI) and ITN have launched the first programmatic solution for local linear TV advertising in the US market. This groundbreaking collaboration enables advertisers to transact live linear ads from local TV stations programmatically for the first time in a market expected to reach $21 billion this year.
The integration leverages ITN's local linear SSP, which connects with 75 broadcast ownership groups spanning over 1,100 stations. The solution features real-time bidding, VAST workflows, and a bid multiplier for impression forecasting. Multiple Fox television stations have successfully tested the programmatic transactions of ITN-supplied inventory.
The technology translates local linear ad supply into biddable impressions and integrates with Magnite's SpringServe ad server, allowing advertisers to buy local linear TV alongside streaming and online video purchases, streamlining the media buying process.
Magnite (MGNI) e ITN hanno lanciato la prima soluzione programmatica per la pubblicità locale su TV lineare nel mercato statunitense. Questa collaborazione innovativa consente agli inserzionisti di acquistare spot pubblicitari live su TV lineare locale in modo programmatico per la prima volta in un mercato che quest'anno dovrebbe raggiungere un valore di 21 miliardi di dollari.
L'integrazione sfrutta l'SSP locale lineare di ITN, che collega 75 gruppi di proprietà di emittenti televisive con oltre 1.100 stazioni. La soluzione include offerte in tempo reale, flussi di lavoro VAST e un moltiplicatore di offerte per la previsione delle impression. Diverse stazioni televisive Fox hanno già testato con successo le transazioni programmatiche di inventory fornita da ITN.
La tecnologia trasforma l'offerta di pubblicità locale lineare in impression acquistabili tramite asta e si integra con il server pubblicitario SpringServe di Magnite, permettendo agli inserzionisti di acquistare la pubblicità TV lineare locale insieme a quella in streaming e video online, semplificando così il processo di acquisto dei media.
Magnite (MGNI) e ITN han lanzado la primera solución programática para publicidad local en TV lineal en el mercado de Estados Unidos. Esta colaboración innovadora permite a los anunciantes comprar anuncios en vivo en TV lineal local de forma programática por primera vez en un mercado que se espera alcance los 21 mil millones de dólares este año.
La integración aprovecha el SSP local lineal de ITN, que conecta con 75 grupos propietarios de emisoras que abarcan más de 1,100 estaciones. La solución incluye pujas en tiempo real, flujos de trabajo VAST y un multiplicador de pujas para la previsión de impresiones. Varias estaciones de televisión Fox han probado con éxito las transacciones programáticas del inventario suministrado por ITN.
La tecnología convierte la oferta de anuncios locales lineales en impresiones pujabiles y se integra con el servidor de anuncios SpringServe de Magnite, permitiendo a los anunciantes comprar TV lineal local junto con compras de streaming y video online, facilitando el proceso de compra de medios.
Magnite (MGNI)와 ITN이 미국 시장에서 최초로 지역 선형 TV 광고를 위한 프로그래매틱 솔루션을 출시했습니다. 이 획기적인 협업을 통해 광고주는 올해 210억 달러에 달할 것으로 예상되는 시장에서 지역 TV 방송사의 라이브 선형 광고를 프로그래매틱 방식으로 처음 거래할 수 있게 되었습니다.
이번 통합은 ITN의 지역 선형 SSP를 활용하며, 75개 방송 소유 그룹의 1,100개 이상의 방송국과 연결됩니다. 이 솔루션은 실시간 입찰, VAST 워크플로우, 노출 예측을 위한 입찰 배수기를 특징으로 합니다. 여러 Fox TV 방송국이 ITN이 제공한 인벤토리의 프로그래매틱 거래를 성공적으로 테스트했습니다.
이 기술은 지역 선형 광고 공급을 입찰 가능한 노출로 변환하며, Magnite의 SpringServe 광고 서버와 통합되어 광고주가 스트리밍 및 온라인 비디오 구매와 함께 지역 선형 TV 광고를 구매할 수 있어 미디어 구매 과정을 간소화합니다.
Magnite (MGNI) et ITN ont lancé la première solution programmatique pour la publicité locale en TV linéaire sur le marché américain. Cette collaboration innovante permet aux annonceurs d'acheter pour la première fois des publicités linéaires en direct provenant de chaînes de télévision locales de manière programmatique, dans un marché qui devrait atteindre 21 milliards de dollars cette année.
L'intégration exploite le SSP local linéaire d'ITN, qui connecte 75 groupes propriétaires de chaînes couvrant plus de 1 100 stations. La solution propose des enchères en temps réel, des workflows VAST et un multiplicateur d'enchères pour la prévision des impressions. Plusieurs chaînes de télévision Fox ont testé avec succès les transactions programmatiques des inventaires fournis par ITN.
Cette technologie convertit l'offre publicitaire locale linéaire en impressions soumises à enchères et s'intègre au serveur publicitaire SpringServe de Magnite, permettant aux annonceurs d'acheter la TV linéaire locale en même temps que des achats en streaming et vidéo en ligne, simplifiant ainsi le processus d'achat média.
Magnite (MGNI) und ITN haben die erste programmatische Lösung für lokale lineare TV-Werbung auf dem US-Markt eingeführt. Diese bahnbrechende Zusammenarbeit ermöglicht es Werbetreibenden, erstmals live lineare Anzeigen von lokalen TV-Sendern programmatisch zu handeln – in einem Markt, der in diesem Jahr voraussichtlich 21 Milliarden US-Dollar erreichen wird.
Die Integration nutzt das lokale lineare SSP von ITN, das 75 Rundfunkbesitzgruppen mit über 1.100 Sendern verbindet. Die Lösung bietet Echtzeitgebote, VAST-Workflows und einen Gebotsmultiplikator zur Impression-Prognose. Mehrere Fox-Fernsehsender haben die programmatischen Transaktionen des von ITN bereitgestellten Inventars erfolgreich getestet.
Die Technologie wandelt lokale lineare Werbeplätze in gebotsfähige Impressionen um und integriert sich mit Magnites SpringServe-Werbeserver, wodurch Werbetreibende lokale lineare TV-Werbung zusammen mit Streaming- und Online-Video-Käufen erwerben können und so den Medieneinkaufsprozess vereinfachen.
- First-mover advantage in the $21 billion US local TV advertising market
- Extensive network coverage with 75 broadcast groups and 1,100+ stations
- Successfully tested with Fox television stations
- Integration enables easier buying process, potentially increasing ad revenue
- None.
Insights
Magnite expands into $21B local TV ad market with first-ever programmatic solution, potentially creating significant new revenue opportunities.
This ITN-Magnite collaboration represents a significant breakthrough in advertising technology by bringing programmatic capabilities to the $21 billion local linear TV advertising market. The integration solves a critical disconnect that had been pushing ad dollars away from traditional TV toward digital alternatives simply because of activation complexity.
What makes this partnership particularly valuable is the complementary strengths each company brings: ITN contributes its extensive network of 75 broadcast groups spanning 1,100+ stations, while Magnite provides the programmatic infrastructure through its SpringServe ad server. This creates a powerful bridge between two previously separate advertising ecosystems.
The technology addresses several technical challenges unique to local TV advertising, including:
- Translating traditional broadcast inventory into programmatically biddable impressions
- Supporting one-to-many delivery models through specialized bid multipliers
- Enabling VAST workflow compatibility between digital and linear systems
Fox Television Stations' successful testing of the platform provides crucial validation, suggesting the solution is commercially viable rather than merely conceptual. While the press release doesn't quantify potential revenue impact for Magnite, even capturing a small percentage of the $21 billion market could represent meaningful growth.
This development strengthens Magnite's strategic position in the evolving TV advertising landscape by expanding beyond its traditional digital roots into linear television. It effectively positions Magnite at the convergence point of traditional and digital advertising – exactly where budgets are shifting in today's fragmented media environment.
The local TV advertising market is expected to reach
This collaboration builds on the successful launch of ITN's local linear SSP in late 2024. ITN's platform is built on its extensive supplier network, which includes 75 broadcast ownership groups spanning over 1,100 stations.
ITN's technology translates local linear ad supply from TV stations into biddable impressions and connects to Magnite's SpringServe ad server to combine the scale of local linear with the ease of digital automation.
The integration supports:
- Real-time bidding and VAST workflows that allow advertisers to buy live local linear TV programmatically alongside streaming and online video buys.
- A bid multiplier that forecasts impressions for one-to-many delivery channels. While most programmatic platforms focus on individual ad targeting, Magnite's SpringServe platform also supports linear TV delivery, allowing advertisers to easily add local linear to their media plans alongside impression-based buys.
- A seamless back-end workflow that allows local TV stations to compete directly for advertising dollars alongside national networks and online streaming alternatives.
"Programmatic linear TV is finally happening," said Todd Watson, CEO of ITN. "Linear TV is still one of the most powerful mediums available to advertisers, but it was getting squeezed out of media plans because it was harder and more expensive to activate than its digital counterparts,"
Said Matt McLeggon, SVP, Advanced Solutions at Magnite: "Local linear TV represents massive incremental reach and scale for digital advertisers – and it's a very valuable way for them to connect with audiences they may be missing. Our collaboration with ITN marries linear-focused technology with programmatic efficiency to create an ideal TV ad buying experience."
Multiple Fox television stations successfully tested programmatic transactions of ITN-supplied inventory.
"As we navigate a new era of selling video impressions, it is imperative to collaborate with those who share our forward-thinking mindset. Being the first station group to participate in programmatic transactions of ITN-supplied inventory reflects that commitment," said Tom Fleming, SVP of Sales, Fox Television Stations. "We understand the unique value our audience delivers to marketers—but we also recognize the need to make that value easier to access and act on. This platform gives our clients a streamlined, digital-like buying experience that helps us compete more effectively in today's media landscape."
If you are interested in leveraging this technology for your station or advertiser, please contact: Craig Sulema at CSulema@ITNNetworks.com
About ITN
ITN (an ITN Holdings, LLC platform, ITN.tv) is the leading ad tech developer transforming local TV advertising. By modernizing the activation of local TV across broadcast, cable, and digital channels, ITN enables seamless campaign execution at the national, regional, and local levels.
Our proprietary platforms leverage advanced technology for data organization, analytics, automation, and optimization connecting marketers with key consumers through both linear and digital video. This tech-powered platform portfolio unlocks the full strategic value of local TV—whether self-managed or closely supported, depending on the platform.
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
Media contact:
Charlstie Veith
CVeith@magnite.com
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SOURCE ITN
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