- Magnite (MGNI, Financial) partners with Paramount Australia to provide programmatic access to Paramount+'s streaming TV inventory.
- The collaboration boasts first-time programmatic availability of Paramount+ inventory in the Australian market.
- Partnership leverages Magnite's SpringServe platform and Paramount's mediation for enhanced ad targeting.
Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising firm, has announced a significant partnership with Paramount Australia aimed at unlocking programmatic access to Paramount+’s premium streaming TV inventory in Australia. This strategic move marks the first time that advertisers can programmatically engage with Paramount+'s content in this market, enhancing their ability to reach audiences with precision and efficiency through the newly launched ad-supported tier.
The collaboration utilizes the Magnite SpringServe video platform, combined with Paramount's mediation capabilities, to streamline advertiser access to high-quality premium streaming content. As advertisers leverage these advanced tools, they can expect smarter automation, enhanced targeting, and data-driven buying strategies, aligning with global streaming trends where platforms use ad-supported models to boost revenue.
This partnership signifies a pivotal advancement in Paramount Australia's business and technological transformation journey, branded under Paramount Connect. It positions Magnite to significantly expand its footprint in the Asia-Pacific connected TV (CTV) market, reinforcing its strategy to harness the rapidly growing potential of programmatic CTV advertising.
Advertisers will gain programmatic access to an extensive range of Paramount+ content, including local original series, global hit shows, popular movies, and live sports, ensuring they can tap into engaged and diverse audiences. The Australian digital advertising market presents a remarkable opportunity for growth, especially with CTV advertising experiencing double-digit expansion as viewers increasingly migrate from traditional broadcast formats to streaming platforms. With this partnership, Magnite continues to assert its role in pioneering streaming TV innovation.
