Magnite and Playwire Partner to Scale High-Impact Ad Formats Through Programmatic Channels
Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, and Playwire, a global technology company specializing in ad monetization for web publishers, have announced a strategic partnership. This collaboration will bring Playwire's Flex Suite creative formats to programmatic buyers exclusively through Magnite.
The partnership allows advertisers to access Playwire's high-impact ad formats, such as Flex Video, Flex Skin, and Flex Rail, across a network of pre-certified publishers. These formats are designed to enhance viewability and engagement while maintaining a seamless user experience.
This initiative addresses the gap between advertisers and publishers in the supply chain, ensuring more advertising dollars reach publishers directly. This supports the sustainability of free, ad-supported content and delivers better performance for advertisers.
According to Jayson Dubin, CEO of Playwire, the partnership offers advertisers access to premium, pre-vetted inventory that performs better than standard IAB units. Sean Buckley, CRO at Magnite, emphasized that these innovative ad formats will change the perception of programmatic display by offering unique ad experiences that complement content and campaigns.
Playwire's Flex Suite includes large-format mobile video, custom skin placements, and expandable mobile units, all designed to be responsive and engaging across devices.
Magnite (NASDAQ: MGNI), la più grande società indipendente nel settore della pubblicità sell-side, e Playwire, un'azienda tecnologica globale specializzata nella monetizzazione pubblicitaria per editori web, hanno annunciato una partnership strategica. Questa collaborazione porterà i formati creativi di Flex Suite di Playwire ai compratori programmatici in esclusiva attraverso Magnite.
La partnership consente agli inserzionisti di accedere ai formati pubblicitari ad alto impatto di Playwire, come Flex Video, Flex Skin e Flex Rail, attraverso una rete di editori pre-certificati. Questi formati sono progettati per migliorare la visibilità e il coinvolgimento, mantenendo un'esperienza utente fluida.
Questa iniziativa affronta il divario tra inserzionisti ed editori nella catena di fornitura, garantendo che una maggiore quantità di denaro pubblicitario raggiunga direttamente gli editori. Ciò supporta la sostenibilità di contenuti gratuiti supportati da pubblicità e offre migliori performance agli inserzionisti.
Secondo Jayson Dubin, CEO di Playwire, la partnership offre agli inserzionisti accesso a un inventario premium e pre-vettato che offre performance superiori rispetto alle unità standard IAB. Sean Buckley, CRO di Magnite, ha sottolineato che questi formati pubblicitari innovativi cambieranno la percezione della pubblicità display programmatica offrendo esperienze pubblicitarie uniche che completano contenuti e campagne.
La Flex Suite di Playwire include video mobile in grande formato, posizionamenti personalizzati e unità mobili espandibili, tutte progettate per essere reattive e coinvolgenti su più dispositivi.
Magnite (NASDAQ: MGNI), la mayor empresa independiente de publicidad en el lado de venta, y Playwire, una compañía de tecnología global especializada en la monetización de anuncios para editores web, han anunciado una asociación estratégica. Esta colaboración llevará los formatos creativos de Flex Suite de Playwire a los compradores programáticos exclusivamente a través de Magnite.
La asociación permite a los anunciantes acceder a los formatos publicitarios de alto impacto de Playwire, como Flex Video, Flex Skin y Flex Rail, a través de una red de editores pre-certificados. Estos formatos están diseñados para mejorar la visibilidad y el compromiso, manteniendo una experiencia de usuario fluida.
Esta iniciativa aborda la brecha entre anunciantes y editores en la cadena de suministro, garantizando que más dólares publicitarios lleguen directamente a los editores. Esto apoya la sostenibilidad de contenido gratuito soportado por anuncios y ofrece un mejor rendimiento para los anunciantes.
Según Jayson Dubin, CEO de Playwire, la asociación ofrece a los anunciantes acceso a un inventario premium y prevalidado que rinde mejor que las unidades estándar de la IAB. Sean Buckley, CRO de Magnite, enfatizó que estos formatos publicitarios innovadores cambiarán la percepción de la publicidad programática al ofrecer experiencias publicitarias únicas que complementan el contenido y las campañas.
La Flex Suite de Playwire incluye video móvil en gran formato, colocaciones personalizadas y unidades móviles expandibles, todas diseñadas para ser receptivas y atractivas en varios dispositivos.
Magnite (NASDAQ: MGNI), 독립적인 판매 측 광고 회사 중 가장 큰 회사, 그리고 Playwire, 웹 퍼블리셔를 위한 광고 수익화에 특화된 글로벌 기술 회사가 전략적 파트너십을 발표했습니다. 이 협업을 통해 Playwire의 Flex Suite 창의적인 형식을 Magnite를 통해 프로그램 매체 구매자에게 독점적으로 제공합니다.
이 파트너십은 광고주가 Playwire의 고임팩트 광고 형식인 Flex Video, Flex Skin, Flex Rail에 접근할 수 있도록 하며, 사전 인증된 퍼블리셔 네트워크를 통해 제공됩니다. 이러한 형식은 가시성과 참여를 향상시키도록 설계되었으며 원활한 사용자 경험을 유지합니다.
이 이니셔티브는 광고주와 퍼블리셔 간의 공급망 격차를 해소하여 더 많은 광고 수익이 퍼블리셔에게 직접 전달되도록 보장합니다. 이는 무료 광고 지원 콘텐츠의 지속 가능성을 지원하고 광고주에게 더 나은 성과를 제공합니다.
Playwire의 CEO인 Jayson Dubin에 따르면, 이 파트너십은 광고주에게 표준 IAB 유닛보다 더 나은 성과를 내는 프리미엄 사전 심사된 인벤토리에 접근할 수 있는 기회를 제공합니다. Magnite의 CRO인 Sean Buckley는 이러한 혁신적인 광고 형식이 독특한 광고 경험을 제공하여 콘텐츠와 캠페인을 보완함으로써 프로그램 디스플레이에 대한 인식을 변경할 것이라고 강조했습니다.
Playwire의 Flex Suite에는 큰 형식의 모바일 비디오, 맞춤형 스킨 배치 및 확장 가능한 모바일 유닛이 포함되어 있으며, 모든 형식은 다양한 기기에서 반응적이고 매력적으로 설계되었습니다.
Magnite (NASDAQ: MGNI), la plus grande entreprise indépendante de publicité côté vente, et Playwire, une entreprise technologique mondiale spécialisée dans la monétisation publicitaire pour les éditeurs web, ont annoncé un partenariat stratégique. Cette collaboration apportera les formats créatifs de Flex Suite de Playwire aux acheteurs programmatique exclusivement via Magnite.
Le partenariat permet aux annonceurs d'accéder aux formats publicitaires à fort impact de Playwire, tels que Flex Video, Flex Skin et Flex Rail, à travers un réseau d'éditeurs pré-certifiés. Ces formats sont conçus pour améliorer la visibilité et l'engagement tout en maintenant une expérience utilisateur fluide.
Cette initiative comble le fossé entre les annonceurs et les éditeurs dans la chaîne d'approvisionnement, garantissant que davantage de dollars publicitaires parviennent directement aux éditeurs. Cela soutient la durabilité des contenus gratuits financés par la publicité et offre de meilleures performances aux annonceurs.
Selon Jayson Dubin, PDG de Playwire, le partenariat offre aux annonceurs un accès à un inventaire premium pré-validé qui performe mieux que les unités standard de l'IAB. Sean Buckley, CRO de Magnite, a souligné que ces formats publicitaires innovants changeront la perception de l'affichage programmatique en offrant des expériences publicitaires uniques qui complètent les contenus et les campagnes.
La Flex Suite de Playwire comprend des vidéos mobiles en grand format, des placements personnalisés et des unités mobiles extensibles, toutes conçues pour être responsives et engageantes sur plusieurs appareils.
Magnite (NASDAQ: MGNI), das größte unabhängige Unternehmen im Bereich sell-side Werbung, und Playwire, ein globales Technologieunternehmen, das sich auf die Monetarisierung von Werbung für Web-Publisher spezialisiert hat, haben eine strategische Partnerschaft bekannt gegeben. Diese Zusammenarbeit wird die kreativen Formate der Flex Suite von Playwire ausschließlich über Magnite zu programmatischen Käufern bringen.
Die Partnerschaft ermöglicht es Werbetreibenden, auf die hochwirksamen Werbeformate von Playwire zuzugreifen, wie Flex Video, Flex Skin und Flex Rail, über ein Netzwerk von vorab zertifizierten Herausgebern. Diese Formate sind darauf ausgelegt, die Sichtbarkeit und das Engagement zu erhöhen, während sie eine nahtlose Benutzererfahrung bieten.
Diese Initiative schließt die Lücke zwischen Werbetreibenden und Herausgebern in der Lieferkette und sorgt dafür, dass mehr Werbegelder direkt die Herausgeber erreichen. Dies unterstützt die Nachhaltigkeit von kostenloser, werbefinanzierter Inhalte und ermöglicht eine bessere Leistung für Werbetreibende.
Laut Jayson Dubin, CEO von Playwire, bietet die Partnerschaft den Werbetreibenden Zugang zu einem premium, vorab geprüften Inventar, das besser abschneidet als die Standard-IAB-Einheiten. Sean Buckley, CRO von Magnite, betonte, dass diese innovativen Werbeformate die Wahrnehmung programmatischer Werbung verändern werden, indem sie einzigartige Werbeerlebnisse bieten, die Inhalte und Kampagnen ergänzen.
Die Flex Suite von Playwire umfasst Großformat-Video auf mobilen Geräten, benutzerdefinierte Skin- Platzierungen und erweiterbare mobile Einheiten, die alle darauf ausgelegt sind, reaktionsschnell und ansprechend über verschiedene Geräte zu sein.
- Partnership with Playwire enhances Magnite's programmatic infrastructure.
- Access to high-impact ad formats like Flex Video, Flex Skin, and Flex Rail.
- Improved viewability and engagement for advertisements.
- Streamlined supply chain ensures more ad dollars reach publishers.
- Supports sustainability of free, ad-supported content.
- Potential risk if Playwire's high-impact ad formats do not perform as expected.
- Dependence on Playwire's network of pre-certified publishers.
Insights
The strategic partnership between Magnite and Playwire represents a significant advancement in programmatic advertising infrastructure. The integration of Playwire's Flex Suite with Magnite's programmatic capabilities addresses several critical industry pain points. By streamlining the supply chain and offering direct access to premium inventory, this collaboration could potentially increase revenue for publishers while improving ROI for advertisers.
The exclusive nature of this partnership gives Magnite a competitive advantage in the high-impact ad format space. Playwire's pre-certified publisher network and format certification process significantly reduces technical implementation challenges and creative formatting issues - common barriers in programmatic display advertising. The introduction of edge-to-edge ad experiences and 100% share-of-voice roadblocks could command higher CPMs compared to standard IAB units.
For investors, this partnership enhances Magnite's value proposition in the competitive SSP landscape. The company's position as the exclusive programmatic partner for Playwire's premium formats could drive increased adoption among premium publishers and advertisers, potentially leading to higher transaction volumes and revenue growth in their display business segment.
The timing of this partnership is strategic given the evolving digital advertising landscape. With the deprecation of third-party cookies looming, advertisers are increasingly seeking high-performance ad solutions that don't rely heavily on user tracking. Playwire's high-impact formats, combined with Magnite's programmatic infrastructure, offer an attractive alternative focused on engagement and viewability.
The market for premium programmatic display advertising continues to grow, with advertisers demanding more sophisticated and engaging formats. This partnership positions Magnite to capture a larger share of premium display budgets, particularly from brand advertisers who prioritize viewability and engagement over traditional metrics. The pre-certification of publishers and formats reduces operational friction, which could accelerate adoption and scale.
This partnership combines Playwire's premium Flex Suite formats with Magnite's programmatic infrastructure to deliver enhanced creative experiences at scale
NEW YORK and BOCA RATON, Fla., Jan. 07, 2025 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, and Playwire, a global technology company specializing in ad monetization for web publishers, today announced a strategic partnership to bring Playwire's Flex Suite creative formats to programmatic buyers exclusively through Magnite.
The collaboration enables advertisers to programmatically access Playwire's suite of high-impact ad formats, including Flex Video, Flex Skin, and Flex Rail, across a wide network of pre-certified publishers. These formats are designed to deliver superior performance through enhanced viewability and engagement while maintaining a seamless user experience.
This partnership directly addresses one of digital advertising's most pressing challenges: the distance between advertisers and publishers in the supply chain. By streamlining the supply chain, the collaboration helps ensure more advertising dollars reach publishers directly, supporting the sustainability of free, ad-supported content while delivering better performance for advertisers.
"This partnership with Magnite represents a significant advancement in bringing high-impact creative formats to programmatic buyers at immediate scale," said Jayson Dubin, CEO of Playwire. "Each site we work with is Flex certified, ensuring that creative units run correctly without formatting issues or collisions. For advertisers, this means access to premium, pre-vetted inventory that delivers better performance than standard IAB units while maintaining the efficiency of programmatic buying."
”Playwire’s custom formats move the industry beyond the traditional banner ad, offering media owners and brands unique edge-to-edge ad experiences to complement their content and campaigns,” said Sean Buckley, CRO at Magnite. “Making these innovative ad formats available with automation will change how buyers perceive programmatic display for the better. We’re proud to be the first SSP working with Playwire to bring these dynamic ad units to more premium publishers and advertisers.”
Playwire's Flex Suite formats include large-format mobile video, custom skin placements, and expandable mobile units that can be upgraded to
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 Playwire
Playwire is a global technology company focused on maximizing revenue for digital publishers. The company's revenue amplification platform leverages proprietary technology and advertising relationships to drive superior ad monetization for publishers through high-impact ad formats and revenue optimization tools.
Media Contacts
Kar Yi Lim
klim@magnite.com
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