Magnite, a leading independent supply-side ad platform (SSP), announced the launch of Magnite Streaming, a singular supply-side platform that merges technology from the Magnite connected TV (CTV) and SpotX (acquired in February 2021) platforms. 

The new solution enables media owners to optimize the value of their media assets and gain insights with the integration of live and video-on-demand (VOD) inventory, CTV and over-the-top (OTT) digital channels, and addressable linear. It also provides access to CTV and OTT inventory, advanced audience-targeting capabilities, and real-time reporting. Its customers include AMC Networks, DISH Media, Disney Advertising, FOX Corporation, FuboTV, LG Ads Solutions, VIZIO, and Warner Bros. Discovery.

Analyst QuickTake: The launch of the combined solution marks the culmination of its acquisition of SpotX and is expected to further support its objective of increasing CTV’s contribution to its topline growth, which has been trending up in FY2022 . In addition, Magnite's in-house research study, which was released concurrently with the launch of Magnite Streaming, revealed that 81% of respondents watched streaming TV, compared to 48% and 30% of those who watched paid traditional TV and broadcast TV, respectively. Additionally, 86% of streaming TV viewers acknowledged watching some form of material that was supported by advertisements, which further lends support to its growth potential in this space.