DIRECTV Advertising and Magnite Enhance Live Streaming Programmatic Demand During Peak Viewing Events
Magnite (NASDAQ: MGNI) and DIRECTV Advertising are strengthening their partnership to enhance live streaming programmatic advertising capabilities, particularly focusing on live sports events. The collaboration aims to address challenges in live streaming advertising by managing unpredictable traffic volumes and delivering diverse ad experiences.
DIRECTV recently enabled programmatic advertising on their satellite-connected devices, expanding their inventory reach. During big games, viewership can increase up to 10X, attracting approximately 20% more new advertisers, with about half of existing buyers doubling their bids compared to off-peak levels.
DIRECTV launched MySports in early 2025, a specialized bundle for sports fans, reinforcing its position as a sports leader. The company is implementing Magnite's Live Stream Acceleration (LSA) technology to optimize live inventory programmatically. The partnership provides advertisers access to content metadata signals at the network, rating, and genre-level, improving buying transparency and ad relevancy.
Magnite (NASDAQ: MGNI) e DIRECTV Advertising stanno rafforzando la loro partnership per migliorare le capacità di pubblicità programmatica in streaming dal vivo, con un focus particolare sugli eventi sportivi dal vivo. La collaborazione mira a affrontare le sfide della pubblicità in streaming dal vivo gestendo volumi di traffico imprevedibili e offrendo esperienze pubblicitarie diversificate.
Recentemente, DIRECTV ha abilitato la pubblicità programmatica sui propri dispositivi connessi via satellite, ampliando la portata del proprio inventario. Durante le grandi partite, il numero di spettatori può aumentare fino a 10 volte, attirando circa 20% in più di nuovi inserzionisti, con circa la metà degli acquirenti esistenti che raddoppia le proprie offerte rispetto ai livelli di bassa affluenza.
DIRECTV ha lanciato MySports all'inizio del 2025, un pacchetto specializzato per gli appassionati di sport, rafforzando la sua posizione come leader nel settore sportivo. L'azienda sta implementando la tecnologia Live Stream Acceleration (LSA) di Magnite per ottimizzare programmaticamente l'inventario dal vivo. La partnership offre agli inserzionisti accesso a segnali di metadati dei contenuti a livello di rete, valutazione e genere, migliorando la trasparenza degli acquisti e la rilevanza degli annunci.
Magnite (NASDAQ: MGNI) y DIRECTV Advertising están fortaleciendo su asociación para mejorar las capacidades de publicidad programática en streaming en vivo, enfocándose especialmente en eventos deportivos en vivo. La colaboración tiene como objetivo abordar los desafíos de la publicidad en streaming en vivo al gestionar volúmenes de tráfico impredecibles y ofrecer experiencias publicitarias diversas.
DIRECTV recientemente habilitó la publicidad programática en sus dispositivos conectados por satélite, ampliando su alcance de inventario. Durante los grandes partidos, la audiencia puede aumentar hasta 10 veces, atrayendo aproximadamente un 20% más de nuevos anunciantes, con alrededor de la mitad de los compradores existentes duplicando sus ofertas en comparación con los niveles de baja afluencia.
DIRECTV lanzó MySports a principios de 2025, un paquete especializado para fanáticos del deporte, reforzando su posición como líder en deportes. La empresa está implementando la tecnología Live Stream Acceleration (LSA) de Magnite para optimizar programáticamente el inventario en vivo. La asociación proporciona a los anunciantes acceso a señales de metadatos de contenido a nivel de red, calificación y género, mejorando la transparencia de las compras y la relevancia de los anuncios.
Magnite (NASDAQ: MGNI)와 DIRECTV Advertising는 라이브 스트리밍 프로그램 광고 기능을 강화하기 위해 파트너십을 강화하고 있으며, 특히 라이브 스포츠 이벤트에 중점을 두고 있습니다. 이번 협력은 예측할 수 없는 트래픽 양을 관리하고 다양한 광고 경험을 제공함으로써 라이브 스트리밍 광고의 문제를 해결하는 것을 목표로 하고 있습니다.
DIRECTV는 최근 위성 연결 장치에서 프로그램 광고를 활성화하여 인벤토리 범위를 확장했습니다. 주요 경기 중에는 시청률이 10배까지 증가할 수 있으며, 약 20% 더 많은 신규 광고주를 유치하고, 기존 구매자의 약 절반이 비수기 수준에 비해 입찰가를 두 배로 늘리고 있습니다.
DIRECTV는 2025년 초에 스포츠 팬을 위한 전문 패키지인 MySports를 출시하여 스포츠 리더로서의 입지를 강화하고 있습니다. 이 회사는 Magnite의 라이브 스트림 가속화(LSA) 기술을 구현하여 라이브 인벤토리를 프로그래밍 방식으로 최적화하고 있습니다. 이 파트너십은 광고주에게 네트워크, 등급 및 장르 수준에서 콘텐츠 메타데이터 신호에 대한 액세스를 제공하여 구매의 투명성과 광고의 관련성을 향상시킵니다.
Magnite (NASDAQ: MGNI) et DIRECTV Advertising renforcent leur partenariat pour améliorer les capacités de publicité programmatique en streaming en direct, en se concentrant particulièrement sur les événements sportifs en direct. La collaboration vise à relever les défis de la publicité en streaming en direct en gérant des volumes de trafic imprévisibles et en offrant des expériences publicitaires diversifiées.
DIRECTV a récemment activé la publicité programmatique sur ses dispositifs connectés par satellite, élargissant ainsi la portée de son inventaire. Lors des grands matchs, l'audience peut augmenter jusqu'à 10 fois, attirant environ 20% de nouveaux annonceurs, avec environ la moitié des acheteurs existants doublant leurs offres par rapport aux niveaux de faible affluence.
DIRECTV a lancé MySports début 2025, un paquet spécialisé pour les fans de sport, renforçant sa position de leader sportif. L'entreprise met en œuvre la technologie Live Stream Acceleration (LSA) de Magnite pour optimiser programmatiquement l'inventaire en direct. Le partenariat offre aux annonceurs un accès aux signaux de métadonnées de contenu au niveau du réseau, de la note et du genre, améliorant la transparence des achats et la pertinence des annonces.
Magnite (NASDAQ: MGNI) und DIRECTV Advertising stärken ihre Partnerschaft, um die Möglichkeiten der programmatischen Werbung im Live-Streaming zu verbessern, insbesondere bei Live-Sportveranstaltungen. Die Zusammenarbeit zielt darauf ab, Herausforderungen in der Werbung beim Live-Streaming zu bewältigen, indem unberechenbare Verkehrsvolumen verwaltet und vielfältige Werbeerlebnisse bereitgestellt werden.
DIRECTV hat kürzlich programmatische Werbung auf seinen satellitenverbundenen Geräten aktiviert und damit die Reichweite seines Inventars erweitert. Während großer Spiele kann die Zuschauerzahl um bis zu 10-fach steigen, was etwa 20% mehr neue Werbetreibende anzieht, wobei ungefähr die Hälfte der bestehenden Käufer ihre Gebote im Vergleich zu Zeiten mit geringer Nachfrage verdoppelt.
DIRECTV hat Anfang 2025 MySports gestartet, ein spezialisiertes Paket für Sportfans, das seine Position als Sportführer stärkt. Das Unternehmen implementiert die Live Stream Acceleration (LSA) Technologie von Magnite, um das Live-Inventar programmatisch zu optimieren. Die Partnerschaft bietet Werbetreibenden Zugang zu Inhaltsmetadaten-Signalen auf Netzwerk-, Bewertungs- und Genreebene, was die Transparenz beim Einkauf und die Relevanz der Werbung verbessert.
- Expansion of programmatic advertising to satellite-connected devices, doubling marketplace supply
- 10X viewership increase during big games with 20% more new advertisers
- Implementation of Live Stream Acceleration (LSA) technology for inventory optimization
- Enhanced content metadata signals providing better targeting capabilities
- None.
Insights
This strategic partnership marks a significant advancement in programmatic advertising capabilities, particularly in the high-value live sports segment. The integration of DIRECTV's satellite inventory into Magnite's programmatic ecosystem represents a substantial expansion of premium advertising inventory, with several key implications:
Market Opportunity Expansion: The partnership addresses a important gap in the programmatic advertising market. With sports viewership increasing up to
Technological Differentiation: Magnite's Live Stream Acceleration (LSA) technology provides a competitive advantage in managing real-time bidding during high-traffic events. This technological capability is particularly valuable as streaming platforms increasingly compete for live sports rights, where ad delivery must be flawless during peak viewing periods.
Strategic Value Proposition: The partnership's timing is particularly relevant given the industry's shift toward first-party data and contextual targeting. DIRECTV's rich content metadata signals enable precise targeting capabilities, addressing advertisers' growing demand for transparent and contextually relevant ad placements. This becomes increasingly valuable as the industry moves away from third-party cookies.
Growth Catalysts: The doubling of marketplace supply through DIRECTV's programmatic enablement of satellite inventory represents a significant scaling opportunity for Magnite. The addition of regional sports networks and the new MySports bundle further expands the addressable market, particularly appealing to advertisers seeking premium live sports inventory.
This partnership positions Magnite to capture a larger share of the growing programmatic CTV advertising market, with live sports serving as a key differentiator. The ability to efficiently monetize sudden viewership spikes while maintaining ad quality creates a sustainable competitive advantage in the rapidly evolving streaming landscape.
DIRECTV Advertising grows streaming scale and fortifies relationship with Magnite to meet expected potential increases in volumes for live sports in-game inventory
NEW YORK, Feb. 20, 2025 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, and DIRECTV Advertising, a pioneer in the converged TV addressable space, are leveraging programmatic demand capabilities to unlock the full potential of live streaming advertising. Magnite and DIRECTV Advertising’s collaboration addresses significant advertising challenges in live streaming, from responding to unpredictable traffic volume to delivering diverse ad experiences.
Earlier this year, DIRECTV Advertising announced the programmatic enablement of their satellite-connected devices. The unbridling of DIRECTV’s satellite inventory represents greater scale and access to new audiences within linear programming, high-viewership events, and live sports. There’s a clear opportunity with sports, as both viewership and traffic increase during live events, with viewership growing as much as 10X for big games. While high-profile events attract approximately
With more regional sports than other pay TV providers, DIRECTV has long been a home for live sports. In early 2025, DIRECTV solidified its position as a sports leader by launching MySports, a bespoke skinny bundle aimed at reaching avid sports fans. DIRECTV is committed to giving viewers the flexibility to choose the right level of service, at the right value, based on their personal interests.
For advertisers, purchasing live inventory has never been easier, and to further improve the experience, DIRECTV Advertising provides buyers access to rich content metadata signals. Leveraging these signals creates buying transparency and ad relevancy by allowing advertisers access to content at the network, rating, and genre-level. With DIRECTV expanding its premium TV supply, marketers now have access to incremental live sports inventory through Magnite’s platform. DIRECTV will be testing Magnite’s Live Stream Acceleration (LSA) technology, designed to help streaming publishers optimize their live inventory programmatically and surface more opportunities for advertisers.
“We’re excited to create more opportunities for advertisers to access highly sought after live sports inventory during key demand peaks,” said Ken Ripley, VP, Growth & Marketing at DIRECTV Advertising. “One of the ways we’re delivering this is through the expansion of our programmatically enabled inventory. We’re not only doubling our marketplace supply but unlocking new and unique reach for advertisers. Together with Magnite’s tech solutions, we’re setting new precedents, and paving the way for the future of advanced programmatic execution in live CTV.”
“By combining our technology that optimizes programmatic advertising in live CTV environments and DIRECTV’s expansive live content footprint, we’re driving better outcomes for advertisers and maintaining a high-quality viewing experience for consumers,” said Mike Laband, Group SVP, Revenue, US at Magnite. “The significant spikes in demand during live sporting events show the untapped potential that media owners should be leaning towards. It’s encouraging to see DIRECTV embracing programmatic demand and offering contextual signals to provide advertisers with more transparency.”
About Magnite
We’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 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:
Charlstie Veith
cveith@magnite.com
Investor Contact:
Nick Kormeluk
nkormeluk@magnite.com
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