Magnite Announces Integration into FreeWheel’s TV Platform, Allowing Publishers a More Aggregated View of Demand Across the Premium TV Ecosystem
03 August 2023 - 10:00PM
Today, Magnite (NASDAQ: MGNI), the world’s largest independent
sell-side advertising company, announced a technical integration
with FreeWheel, a global technology platform for the
television advertising industry, to enhance the ability of
FreeWheel technology users to see multiple sources of demand in one
platform, across both programmatic and direct transactions.
“We are committed to enhancing interoperability
across the premium TV ecosystem and welcome Magnite as one of our
new integration partners,” said Soo Jin Oh, Chief Strategy Officer
at FreeWheel. “By better integrating Magnite’s programmatic
technology, we continue to execute on our goal of maximizing
competition and demand for our clients’ inventory via unified ad
decisioning within FreeWheel’s TV Platform. Ultimately, this will
not only benefit inventory owners and buyers, but also will improve
the viewing experience for consumers.”
FreeWheel will integrate programmatic requests from
Magnite into its TV platform to provide FreeWheel’s publisher
clients with enhanced unified decisioning capabilities, now
inclusive of Magnite’s programmatic technology. This means that
mutual publisher clients will have better insight into ad creative,
frequency capping and holistic management across systems and sales
execution types. This will enable those inventory owners on the
FreeWheel platform to better maximize yield, while also improving
the overall experience for advertisers, including better alignment
to media goals and adherence to business rules.
“The growth of programmatic advertising in
streaming video has been transformative, enabling advertisers to
reach their audiences with greater accuracy and efficiency than
ever before,” said Sean Buckley, Chief Revenue Officer at Magnite.
“By enabling media owners to manage their revenue streams
holistically across programmatic and traditional direct sales, this
integration with FreeWheel will enable programmatic to remain an
integrated part of publishers’ sales strategies and will help
accelerate growth even further.”
“Efforts to drive interoperability and unify
decisioning across demand sources are key to helping media
companies manage inventory and optimize advertising solutions in an
increasingly complex TV ecosystem,” said Jill Steinhauser, Senior
Vice President, Ad Sales Planning and Operations at Warner Bros.
Discovery. “FreeWheel and Magnite are paving the way for greater
interoperability and helping to solve for one of the industry’s
most pressing challenges.”
About MagniteWe’re Magnite
(NASDAQ: MGNI), the world’s largest independent sell-side
advertising company. Publishers use our technology to monetize
their content across all screens and formats including CTV, online
video, display, and audio. The world’s leading agencies and brands
trust our platform to access brand-safe, high-quality ad inventory
and execute billions of advertising transactions each month.
Anchored in bustling New York City, sunny Los Angeles, mile high
Denver, historic London, colorful Singapore, and down under in
Sydney, Magnite has offices across North America, EMEA, LATAM, and
APAC.
About FreeWheelFreeWheel empowers
all segments of The New TV Ecosystem. We are structured to provide
the full breadth of solutions the advertising industry needs to
achieve their goals. We provide the technology, data enablement and
convergent marketplaces required to ensure buyers and sellers can
transact across all screens, across all data types, and all sales
channels, in order to ensure the ultimate goal – results for
marketers. With offices in New York, San Francisco, Chicago,
London, Paris, Beijing, and across the globe, FreeWheel, A Comcast
Company, stands to advocate for the entire industry through the
FreeWheel Council for Premium Video. For more information, please
visit freewheel.com, and follow us on Twitter
and LinkedIn.
Media Contacts:
MagniteCharlstie Veithcveith@magnite.com
FreeWheelElaine Wongelaine_wong@comcast.com
Investor Relations Contact:
Nick Kormeluknkormeluk@magnite.com
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