Magnite Expands Measurement and Attribution Program to Bring Currency Optionality to Programmatic CTV
June 16 2022 - 8:00AM
Magnite (NASDAQ: MGNI), the world’s largest independent sell-side
advertising platform, today announced it has certified Comscore,
iSpot, Nielsen, Innovid, and VideoAmp across its CTV inventory to
simplify measurement activation and facilitate more transparent
programmatic transactions between buyers and sellers.
As TV consumption shifts from linear to digital, the industry is
reconfiguring how to plan, transact, and optimize premium video
advertising across all screens. Measurement firms are investing
heavily in technologies to help buyers and sellers solve for
fragmentation. Magnite’s expanded integrations with these emerging
currency providers will give CTV buyers and sellers greater
flexibility and choice in the solutions at their disposal to
facilitate the value exchange.
“CTV advertising operates on many different currencies today -
from self-reported audience impressions to third-party
outcome-based guarantees,” said Kristen Williams, SVP, Strategic
Partnerships at Magnite. “Magnite works with a variety of
measurement and attribution experts to provide our clients with a
range of solutions to transact. Without a standardized form of
measurement at play, Magnite’s role as an independent technology
platform is to enable easy activation of any measurement solution
that brings greater transparency to TV transactions while building
trust across our diverse client base.”
“GroupM is testing a number of different currency providers and
it’s essential for these solutions to be embedded within existing
workflows,” said Bharad Ramesh, Executive Director, Research &
Investment Analytics at GroupM. “Magnite’s integrations with a
range of providers will help us remain flexible as we evaluate
various measurement services for transactional use-cases. Our
ability to plan, transact, and optimize interoperably will help us
collaborate with supply partners more effectively and deliver
better results for our clients.”
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. In April 2021 we acquired SpotX to further enhance our CTV
business and better help our clients in this rapidly growing
market. 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.
Media Contact:Megan Hughesmhughes@magnite.com(203) 979-4806
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