Paramount Australia Partners with Magnite to Unlock Programmatic Access to the Paramount+ Ad Tier

Rhea-AI Summary

Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, has partnered with Paramount Australia to enable programmatic access to Paramount+'s streaming TV inventory in Australia. This marks the first time Paramount+ inventory will be available programmatically in the Australian market.

The partnership leverages Magnite SpringServe video platform combined with Paramount's mediation capabilities to streamline advertiser access to premium streaming content. The collaboration follows the launch of Paramount+'s ad-supported tier and represents a significant step in Paramount Australia's business and technology transformation through Paramount Connect.

Positive

• First-mover advantage in Australian programmatic CTV advertising market
• Access to Paramount+'s premium streaming inventory and engaged audience
• Enhanced targeting and data-driven buying capabilities for advertisers
• Strategic expansion of Magnite's advertising technology platform

Negative

• None.

SYDNEY, July 14, 2025 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, and Paramount Australia today announced a partnership to unlock programmatic access to Paramount+’s premium streaming TV inventory in Australia for the first time. Following the launch of its ad-supported plan in the market, Paramount will leverage Magnite technology to give advertisers an unparalleled opportunity to reach engaged streaming audiences with greater efficiency and transparency in a premium environment. This announcement marks another key milestone in Paramount Australia’s business and technology transformation, paving the way for Paramount Connect.

Paramount+ offers a mountain of premium entertainment for all audiences boasting an expansive library of local original series, global hit shows, popular movies and live sport, making it a prime destination for engaged streaming audiences. The Magnite SpringServe video platform combined with Paramount’s mediation capabilities streamline advertiser access to Paramount’s premium streaming inventory.

“As the Paramount+ ad tier continues to expand its footprint in Australia, we are committed to offering innovative ways for advertisers to connect with our engaged, high-value audiences,” said Milan Blazevic, Head of Programmatic at Paramount Australia. “By partnering with Magnite, we are unlocking programmatic access to our premium inventory in this market for the first time, providing advertisers with greater flexibility and efficiency in their media buying strategies.”

“Magnite is dedicated to driving streaming TV innovation, and our partnership with Paramount+ will unlock access to one of Australia’s most compelling streaming platforms through our industry-leading technology offering brands a first-mover advantage,” said Yael Milbank, Managing Director, ANZ at Magnite. “As programmatic CTV adoption accelerates, this partnership will empower advertisers with smarter automation, enhanced targeting, and more effective data-driven buying strategies for greater efficiency in campaign execution.”

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.

About Paramount Australia
Paramount Australia is a leading media and entertainment company that creates premium content and experiences for audiences, worldwide. Paramount Australia’s portfolio of consumer brands includes Network 10, Paramount+, Paramount Pictures, Nickelodeon and MTV.

Media Contact

Magnite:
Einsteinz Communications
Carlotta Vittori
carlotta@einsteinz.com.au
+61 449 207 228

Paramount Australia:
Bronwyn Fardon
bfardon@networkten.com.au

FAQ

What does the Magnite-Paramount Australia partnership mean for advertisers?

The partnership enables advertisers to programmatically access Paramount+'s premium streaming inventory in Australia for the first time, offering enhanced targeting, data-driven buying strategies, and greater efficiency in campaign execution.

How will the Magnite partnership affect Paramount+ in Australia?

The partnership will streamline advertiser access to Paramount+'s premium content through the Magnite SpringServe video platform and Paramount's mediation capabilities, supporting the expansion of their ad-supported tier.

What technology is Magnite providing to Paramount Australia?

Magnite is providing its SpringServe video platform technology, which combines with Paramount's mediation capabilities to enable programmatic advertising access and enhanced targeting capabilities.

When will Magnite's programmatic access to Paramount+ inventory be available in Australia?

Following the announcement on July 14, 2025, the programmatic access will be available for the first time in the Australian market through Paramount Connect.

What content will advertisers have access to through the MGNI-Paramount partnership?

Advertisers will have programmatic access to Paramount+'s premium streaming inventory, including local original series, global hit shows, popular movies, and live sport content.