DIRECTV Advertising Selects Magnite for Programmatic Automation of Set Top Box Video On Demand (STB VOD) Television
June 14 2022 - 8:00AM
Magnite (NASDAQ: MGNI), the world’s largest independent sell-side
advertising platform, today announced it has been selected to
extend programmatic automation to DIRECTV’s traditional television
inventory. The initial launch will focus on VOD, with the end goal
of DIRECTV enabling additional linear inventory programmatically
within the next year.
“DIRECTV Advertising aims to make all our inventory, including
our traditional television portfolio, easier to buy and accessible
programmatically,” said Matt Jamison, Group Vice President, Digital
& Demand Partnerships at DIRECTV Advertising. “Bringing our
linear VOD assets under the Magnite umbrella will give buyers the
efficiency and targeting capabilities of programmatic, as well as
holistic frequency and campaign controls across our full content
portfolio.”
Beginning with its pioneering work in
addressable TV in 2012, DIRECTV Advertising has been a leader in
delivering customized, convergent solutions for its customers by
employing Emmy-award-winning advertising technology and media
solutions across screens. DIRECTV Advertising seeks to drive
collaboration across the ecosystem by working with agencies,
advertisers, and industry leaders to ensure marketers can
seamlessly buy audiences at scale and evaluate impact using trusted
data and proven technology solutions.
“Introducing the advanced capabilities of programmatic buying to
traditional television environments will benefit both sides of the
TV industry and we’re pleased to be helping one of the largest TV
providers do just that,” said Matt McLeggon, SVP of Advanced
Solutions at Magnite. “Magnite and DIRECTV have long worked closely
together on the streaming side of the business. Now, programmatic
buyers will be able to reach DIRECTV satellite subscribers through
our platform as well.”
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent
sell-side advertising platform. 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, and down under in Sydney, Magnite has
offices across North America, EMEA, LATAM, and APAC.
About DIRECTV
DIRECTV Advertising is a pioneer in the converged addressable
space, delivering industry leading audience-based, digital, and
innovative media solutions. Employing our decades of experience, we
empower advertisers to address and engage their audience at scale
while continuously measuring campaign impact against brand goals to
unlock insights and optimize future campaigns.
Media Contact:Kar Yi Limklim@magnite.com(917)
658-1994
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