Magnite Launches ClearLine, Giving Ad Agencies a New, Efficient Route to Premium Video Inventory
April 17 2023 - 12:01AM
Magnite, the world’s largest independent sell-side advertising
company, today announced the launch of ClearLine, a self-service
solution that provides agencies direct access to buy premium video
inventory on the company’s platforms. Built on Magnite’s proven
technologies in deal-driven video, ClearLine significantly
increases spend going towards working media, makes it easier for
sellers and agencies to securely share data, and helps Magnite
publishers generate more revenue and develop new sources of unique
demand. Initial launch partners include Camelot, GroupM, and MiQ.
“While DSPs will remain the primary method for agencies to
access premium video inventory on our platforms, we’ve heard
agencies’ requests for a more direct connection in certain
scenarios,” said Sean Buckley, Chief Revenue Officer at Magnite.
“ClearLine delivers agencies that additional path into our
ecosystem while also benefiting media owners. In the end, both
agencies and sellers want options that put more media dollars to
work and offer greater flexibility around data enablement and
sharing. We're excited to launch with Camelot, GroupM, and MiQ as
initial partners, and to get such positive feedback from media
owners, who see this as another valuable avenue for driving
revenue.”
ClearLine is based on technology Magnite publishers have used
for years to manage their traditional direct sold demand through
the ad server, extend the monetization of their first-party
audiences, and manage inventory sharing through carriage deals with
other media owners. Though ClearLine adapts this functionality for
agencies, it benefits sellers by providing another way to generate
revenue and capture unique demand. Serving sellers remains
Magnite’s primary mission.
Magnite is pleased to launch ClearLine with the support of
agencies and sellers:
“GroupM has long been a driver of supply path optimization, to
maximize the working media and reduce supply chain costs,” said
Andrew Meaden, Global Head of Investment at GroupM. “We partnered
closely with Magnite to launch our GroupM Premium Marketplace (GPM)
and now, with ClearLine we can activate GPM’s capabilities faster
and further, allowing our clients to spend more on media and
messaging and less on fees and technology costs. This is the next
step to accessing guaranteed quality video supply at scale without
the need for a DSP across certain kinds of inventory transactions
or unnecessary hops between the buyer and publisher.”
“Getting closer to the supply side is a major component of
Camelot's Advanced TV strategy and the benefits from ClearLine have
been immediate,” said Mike Treon, Programmatic Strategy Lead at
Camelot Strategic Marketing & Media. “Buying directly from our
publisher partners within their tech stack has been extremely
effective in augmenting and scaling our content-focused strategy
while also creating large tech tax efficiencies. We are impressed
with ClearLine’s UI, speed to insights, scale, and the granularity
of buying data available to our teams.”
“Magnite is consistently at the forefront of innovation for the
supply side. At LG Ad Solutions we welcome the debut of ClearLine
to market as a way to bring publishers even closer to advertisers,
particularly with the use of LG Ad Solutions' unique ACR data,”
said Serge Matta, Head of Commercial at LG Ad Solutions. “ClearLine
shines new light on the ways we can reduce complexity and improve
advertising outcomes in the connected video world.”
“We see incredible value in being closer to the demand within
the Magnite ecosystem, and ClearLine allows us to provide unique
opportunities and measurable outcomes for advertisers, but it also
helps us drive better consumer experiences,” said Travis
Hockersmith, Group Vice President, Platform+ at VIZIO.
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.
Forward-looking StatementsThis press release
contains forward-looking statements that involve risks,
uncertainties, assumptions and other factors that could cause
actual results and the timing of certain events to differ
materially from those set forth in or implied by such
forward-looking statements. All statements other than statements of
historical fact are forward-looking statements, including, but not
limited to, any statements concerning anticipated benefits related
to new products or offerings or enhancements to the features or
functionality of Magnite’s platforms. Important factors that could
cause actual results to differ materially include: market
acceptance of our product and offerings; the reaction of clients,
vendors, and competitors to the announcement of new products and
offerings; the impact of technological development and competition;
design, manufacturing or software defects; changes in client
preferences or demands; as well as other factors detailed from time
to time in the reports Magnite files with the Securities and
Exchange Commission. Forward-looking statements are not guarantees
of future performance or events and investors are cautioned not to
place undue reliance on any forward-looking statement. Furthermore,
forward-looking statements speak only as of the date on which they
are made, and, except as required by law, Magnite disclaims any
obligation to update these forward-looking statements to reflect
future events or circumstances.
Media Contact:MagniteCharlstie
Veithcveith@magnite.com
Investor Contact:MagniteNick
Kormeluknkormeluk@magnite.com
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