Sell-side advertising platform Magnite has launched the next generation of its SpringServe video platform, a connected TV/over-the-top solution which combines its SpringServe ad server with the Magnite Streaming SSP.
The aim of the platform is to provide buyers with a connection to most of the US streaming supply, while enabling media owners to streamline their workflows and improve yield optimisation.
“As the CTV space matures, there’s a significant opportunity to enhance the advertising process for media owners and buyers,” said Sean Buckley, President, Revenue at Magnite. “We’re building this next generation of SpringServe specifically to help our clients and partners stay ahead of these emerging opportunities.
“By unifying the programmatic layer as a complementary step in the buying process, not only does it give buyers greater transparency, predictability, and control over their ad placements, but it lays the foundation for more effective monetisation and yield management for media owners.”
Some of the updates to the platform include changes to ad decisioning, automated ad routing, centralised deal management, the integration of Magnite Access, and an updated user interface.
Initial clients leveraging the overhauled platform include Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery.
*Magnite is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA
