Australia’s Seven West Media one of first Global Publishers to adopt
Empowers CTV and OTT Publishers to Maximize Yield by Unifying Direct and Programmatic Demand
Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising platform, today launched the open beta of Unified Decisioning, a solution that empowers CTV and OTT publishers to maximize yield by removing the need to manage direct sold and programmatic demand channels independently and allowing them to compete side by side. As the TV industry transitions away from manual processes and splintered transaction channels, Magnite's solution brings the same control and flexibility that have long existed in the direct world to the realm of programmatic media.
Unified Decisioning gives publishers the tools and controls to define when and how direct sold and programmatic demand should compete. The solution works alongside all major ad servers to ensure that the optimal ad set is chosen to consider both direct and programmatic deal priority and yield while ensuring publishers’ business rules, including frequency capping and competitive separation, are enforced.
“We’ve designed and built Unified Decisioning to address the barriers between unifying direct sold and programmatic demand with the specific needs of CTV publishers in mind,” commented Paige Bilins, Vice President of Video Product Management at Magnite. “Publishers are eager to tap into the efficiencies that programmatic provides without relinquishing the control they are used to when selling directly to buyers. Unified Decisioning enables them to do both and we’re excited to bring these capabilities to leading CTV publishers.”
Luke Smith, Head of Programmatic Sales at Seven West Media commented "The early results we've seen using Magnite's Unified Decisioning to ensure optimal delivery of direct and programmatic demand have been promising. We've set ourselves the goal of improving the value for advertisers and audiences and are so far pleased with the ability to apply complex business rules and see the valuable data and analytics in real-time.
“Magnite has been a long-trusted partner and has a history of delivering innovative solutions to support our continued growth. We look forward to continuing that partnership with the use of the Unified Decisioning across our BVOD business,” said Smith.
Unified Decisioning brings benefits to the demand side as well. Programmatic buyers and brands will have greater insight into available inventory and have an equal opportunity to compete for premium video content. As an independent solution, Unified Decisioning is ad server agnostic and has no conflicting demand agenda.
“As connected TV becomes a more significant part of advertisers’ media plans, we applaud Magnite for instituting Unified Decisioning that unlocks more premium video inventory and deeper insights into available supply,” said Jon Tabak, General Manager, Strategic Partnerships, The Trade Desk. “The industry continues to grow together to make the TV marketplace more transparent and efficient for buyers and sellers amidst the generational shift of consumers from linear TV to CTV.”
James Young, Managing Director Australia for Magnite commented: “We built Unified Decisioning because we saw that publishers needed technology that was made to handle complex OTT supply which allowed demand from both direct and programmatic channels to be optimised and compatible. This solution is meant to deliver superior opportunities for buyers, better results for publishers and ultimately a great experience for viewers. We’re helping to ensure buyers have equal access to OTT inventory regardless of the means in which they choose to buy with Unified Decisioning, and we’re excited to introduce this to the market.”
Magnite clients interested in learning more about the Unified Decisioning Open Beta can contact their Account Team. Prospective users can reach us at magnite.com/contact-us/.
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 desktop, mobile, audio and CTV. And 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 sunny Los Angeles, bustling New York City, historic London, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM and APAC.