Mediaocean and Magnite Strike Exclusive Partnership to Automate Media Planning, Execution, and Reconciliation in Streaming TV
Magnite (MGNI) and Mediaocean form an exclusive partnership to enhance automation and supply path efficiency for CTV and OLV buyers. The integration allows Prisma users to access premium video inventory directly through Magnite's ClearLine solution, benefiting both buyers and sellers.
The partnership between Magnite and Mediaocean marks a significant stride in the evolution of programmatic advertising, specifically within the burgeoning CTV and OLV markets. The integration of Magnite's ClearLine solution into Mediaocean's Prisma platform is poised to streamline the purchasing process for buyers, offering a more efficient supply path. This development is particularly noteworthy as it coincides with a projected increase in CTV ad spend to $30 billion in the US. The collaboration could potentially corner a substantial share of this market, offering a competitive edge to both Magnite and Mediaocean.
By facilitating direct access to premium video inventory from notable media owners, the partnership strengthens the value proposition for agencies and brands, emphasizing the shift towards high-value, working media. With over 90 million CTV households in the US within Magnite's supply footprint, the scale of impact is considerable. The efficiency gained through automation could lead to cost savings for buyers, while media owners benefit from maintaining control over their direct relationships. The strategic move may create a ripple effect, influencing other companies in the space to pursue similar integrations to remain competitive.
From a financial perspective, the exclusive partnership between Magnite and Mediaocean could have a positive impact on Magnite's revenue streams. By offering turnkey access to a large CTV and OLV inventory, Magnite stands to increase its transaction volume, which in turn could lead to higher revenue. Given the size of Magnite's supply footprint and the premium nature of the inventory, the deal could also lead to improved margins due to the value-added service provided.
Investors should monitor the adoption rate of the integrated service by Prisma buyers as a key indicator of the partnership's success. Additionally, the long-term financial benefits will likely depend on the extent to which this partnership can capture the growing CTV ad spend and whether it can sustain a competitive advantage over other programmatic advertising solutions. It is also important to consider how this partnership will affect Magnite's market share and its positioning within the industry, as these factors will be crucial determinants of the company's financial health in the long run.
The technical implications of the partnership between Magnite and Mediaocean are substantial within the ad tech industry. The ClearLine solution's integration into Prisma is a significant advancement in the automation of ad buying in the CTV and OLV spaces. This move could also set a new standard for supply path optimization (SPO), a critical concern for advertisers seeking to maximize the efficiency of their ad spend.
Furthermore, the partnership reflects a growing trend in the industry toward the unification of traditional TV buying methods with the agility and precision of programmatic platforms. The ability to directly purchase from media owners through a programmatic interface while still maintaining established television advertising processes is a delicate balance that Magnite and Mediaocean seem to have achieved. The technical success of this integration could serve as a benchmark for future innovations in the sector and may prompt further collaborations between technology providers and advertising platforms.
03/14/2024 - 08:00 AM
Buyers using Mediaocean’s Prisma Platform will have turnkey access to CTV and OLV supply via Magnite’s ClearLine solution
NEW YORK, March 14, 2024 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, and Mediaocean, the mission-critical platform for omnichannel advertising, today announced an exclusive partnership to bring deeper automation and greater supply path efficiency to Mediaocean's Prisma buyers for connected TV (CTV) and online video (OLV). This partnership enables Prisma users to activate streaming campaigns directly with premium video sellers through Magnite’s ClearLine solution. The partnership builds on the 2023 deal
ClearLine provides brands and agencies with direct access to premium video inventory on Magnite’s platforms. Magnite’s supply footprint spans 90+ million CTV households in the US, accounting for over 90% of ad-supported CTV viewers in the country. As a result of this integration, Mediaocean buyers will be able to purchase CTV and OLV inventory directly through Magnite from media owners, including A&E Networks, AMC Networks, DIRECTV Advertising, DISH Media, Disney Advertising, FOX Digital, LG Ad Solutions, VIZIO, and Warner Bros. Discovery.
“By integrating Magnite’s ClearLine solution into Prisma, we’re creating the most streamlined and automated process to buy streaming inventory directly from sellers,” said Ramsey McGrory, Chief Development Officer at Mediaocean. “We are supporting our agencies’ and brands’ priorities to drive more ad budgets to high-value, working media. As CTV ad spend grows to $30 billion in the US this year, we’re excited to partner with Magnite. We’re combining the value of direct investment with programmatic integrations to enable buyers to access the highest quality streaming TV and video inventory from sellers.”
"Our partnership with Mediaocean is another innovative step forward to meet the needs of the industry, while also respecting the well-established processes developed over decades in television advertising,” said Sean Buckley, Chief Revenue Officer at Magnite. “This integration is a win-win, providing TV buyers with the cost-effective automation they desire, and media owners with full control over their direct connections with those buyers.”
“We are excited about the impact of the partnership between Mediaocean and Magnite on our end-to-end media investment processes, and expect our clients to reap immediate benefits from this operational efficiency,” said Lisa Herdman, SVP Executive Director National Video Investment & Marketplace Intelligence at RPA. “Enhanced interoperability between the ecosystem’s leading advertising platforms is a critical pillar of our supply path optimization efforts.”
"We welcome the news of Magnite and Mediaocean's partnership to bring more simplification to a complex marketplace,” said Andrew Meaden, Global Head of Investment at GroupM. “The integration of Prisma and ClearLine will bring more automation to TV buying and further dissolve the divide between linear and streaming ad investment. By reducing the resources needed to oversee complex supply paths, our teams can focus on innovation and driving results for our clients."
About Magnite
About Mediaocean $200 billion in annualized ad spend running through its software products, Mediaocean deploys AI and automation to optimize investments and outcomes. The company’s advertising infrastructure and ad tech tools are used by more than 100,000 people across the globe. Mediaocean owns and operates Prisma Flashtalking Protected Media www.mediaocean.com
Media Contact klim@magnite.com
Investor Relations nkormeluk@magnite.com
What is the partnership between Magnite and Mediaocean about?
The partnership aims to bring deeper automation and greater supply path efficiency to Mediaocean's Prisma buyers for CTV and OLV.
What does the partnership enable Prisma users to do?
Prisma users can activate streaming campaigns directly with premium video sellers through Magnite's ClearLine solution.
What is ClearLine by Magnite?
ClearLine provides brands and agencies with direct access to premium video inventory on Magnite's platforms.
How many CTV households does Magnite's supply footprint span in the US?
Magnite's supply footprint spans 90+ million CTV households in the US.
Which media owners can Mediaocean buyers purchase CTV and OLV inventory directly through Magnite from?
Mediaocean buyers can purchase inventory directly from media owners like A&E Networks, AMC Networks, DIRECTV Advertising, DISH Media, Disney Advertising, FOX Digital, LG Ad Solutions, VIZIO, and Warner Bros. Discovery.
