- Magnite (MGNI, Financial) and ITN have introduced the first programmatic solution for local linear TV advertising in the U.S. market.
- This innovation provides advertisers the capability to buy live local linear TV ads programmatically.
- The $21 billion U.S. local TV ad market now integrates real-time bidding, VAST workflows, and impression forecasting through ITN's SSP and Magnite's SpringServe ad server.
In a pioneering move, Magnite (MGNI) and ITN have unveiled the first programmatic solution for local linear TV advertising in the United States. This collaboration allows advertisers to purchase live linear ads from local TV stations programmatically, marking a significant shift in a market projected to reach $21 billion this year.
The integration capitalizes on ITN's local linear Supply-Side Platform (SSP), which connects an extensive network of 75 broadcast ownership groups covering over 1,100 stations. This solution introduces real-time bidding, VAST workflows, and an advanced bid multiplier to forecast impressions effectively.
Fox television stations have already tested programmatic transactions using ITN-supplied inventory, affirming the practical viability and potential revenue impact of the solution.
This technological development translates local linear ad supply into biddable impressions, integrating seamlessly with Magnite's SpringServe ad server. This integration not only simplifies the media buying process but also allows advertisers to purchase local linear TV alongside streaming and online video ads, enhancing their reach and strategic positioning in a highly competitive media landscape.
