Magnite-Mediaocean Enhance CTV Access to Local Linear Buyers
The largest independent sell-side ad agency in the world, Magnite, established a collaboration with Mediaocean. It is a mission-critical infrastructure for omnichannel advertising to give local linear buyers direct access to streaming and CTV content. Magnite sought to offer compatibility with important members of the advertising ecosystem. It went on to say that it was crucial in a sector where cord-cutting had been picking up speed.
Mediaocean-Magnite Partnership
In accordance with the new partnership, Mediaocean’s ad infrastructure for multichannel marketing has been linked with Magnite’s sell-side streaming TV footprint. It’s a recognized plan-to-pay media management system on the market. It will further enable agency teams to work more productively with a consolidated procedure across sources and buying techniques. Utilizing user security and permissions standardizes the procedure. It also easily interfaces with partners in supply, technology, and data. It has a financial system that manages the whole client and vendor bill-pay procedure.
Local linear TV buyers can use Mediaocean’s convergent workflows to access Magnite’s entire premium CTV supply directly through sell-side advertising. Local consumers now have access to Magnite’s streaming and CTV supply, something they had not had before the recent conjunction. Magnite’s supply reaches more than 80 million CTV households in the US, or 90% of CTV viewers in the country funded by advertisements.
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Adapted for linear purchasing
Local purchasers will be able to designate localized spend to Magnite within Mediaocean as part of the deal. It will reduce operational challenges for linear buying teams by enabling the smooth execution of CTV purchases with its current planning tools. Magnite is in a good position to assist local linear buyers in adapting their buying strategies to account for the ongoing shift in viewing preferences as the cord-cutting movement gains momentum. This will help ensure that they can reach their target audiences across a broad range of demographics and maximize the efficacy of their campaign.
Here’s what they said
Richard Pacheco, SVP of Strategic Partnerships at Mediaocean said,
As traditional television and digital increasingly converge, we remain committed to enabling omnichannel execution and providing interoperability with key players across the advertising ecosystem. We’re excited to give local linear TV buyers a direct avenue to the entirety of Magnite’s premium CTV supply through existing workflow in our platform.
Matt McLeggon, SVP of Advanced Solutions at Magnite commented,
The integration of Magnite’s streaming TV footprint into Mediaocean provides a fully converged workflow for local linear buyers to extend their reach into streaming. This direct line into CTV unlocks efficiencies which will allow agency partners to direct more dollars toward high quality working media, agnostic of screen. We’re excited about the impact that this partnership is already having on the fluidity of local linear media investment.
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