Magnite and Spectrum Reach Team Up To Enhance Access to Programmatic Advertising

Rhea-AI Summary

Magnite (NASDAQ:MGNI) and Spectrum Reach, the advertising arm of Charter Communications, have expanded their partnership to enhance programmatic ad-buying across Spectrum's linear and streaming TV inventory.

This deal extends Magnite's programmatic capabilities to Spectrum's video delivery technology, enabling real-time bidding on ad impressions via the Spectrum TV App, the U.S.'s highest-rated and most-viewed streaming service. Ad buyers will gain from centralized planning and frequency management across various platforms.

Magnite's technology aims to deliver targeted ads in a privacy-focused manner, while Spectrum Reach's detailed data signals will enable precise campaign strategies and improved media effectiveness.

Positive

• Expanded partnership with Spectrum Reach enhances Magnite's programmatic ad-buying capabilities.
• Extends Magnite's technology to Spectrum's video delivery, allowing real-time bidding.
• Centralized planning and frequency management benefits ad buyers.
• Spectrum TV App is the highest-rated and most-viewed streaming service in the U.S.
• Magnite's technology focuses on privacy in delivering targeted ads.
• Enhanced revenue opportunities for Spectrum Reach through advanced programmatic capabilities.

Negative

• No specific financial data or projections are provided in the PR.
• Potential over-reliance on Spectrum Reach's first-party data for targeting.

Insights

Financial Analyst

The expanded partnership between Magnite and Spectrum Reach is a promising development for the programmatic advertising industry. Magnite's technological capabilities in automated ad delivery will now be fully integrated with Spectrum Reach's linear and streaming TV inventory. The agreement could enhance revenue streams for both companies. From a financial perspective, this partnership might increase ad spend on Spectrum’s platforms, improving Magnite's revenue. Investors should watch for growth in MGNI stock as the company strengthens its position as a major player in programmatic advertising. However, there are potential risks such as market competition and the implementation of privacy regulations that could impact the partnership's success.

Market Research Analyst

From a market perspective, this partnership addresses the growing demand for programmatic advertising. By integrating advanced targeting and real-time bidding into Spectrum Reach’s ad inventory, the collaboration aims to offer advertisers improved reach and efficiency. The programmatic advertising market is expected to grow significantly, making this a timely move. However, it's essential to consider the competitive landscape, with other major players like Google and The Trade Desk also vying for market share. This partnership could be a differentiator for Spectrum Reach if executed effectively.

Tech Expert

The technical integration between Magnite and Spectrum Reach signifies a leap in programmatic technology. Magnite’s platform supports real-time, targeted ad delivery, which can optimize ad performance across both linear and digital channels. The ability to bid on individual impressions in real-time could lead to more efficient ad spend and better ROI for advertisers. However, the technical implementation will need to be seamless to avoid any disruptions in ad delivery. Additionally, the efficacy of the targeting algorithms will be important in determining the actual impact on ad performance.

Expanded Partnership Extends Automated Advertising Capability Across Spectrum’s Linear and Streaming TV Inventory

NEW YORK , June 18, 2024 (GLOBE NEWSWIRE) -- Magnite (NASDAQ:MGNI), the world’s largest independent sell-side advertising company, and Spectrum Reach^®, the advertising sales business of Charter Communications, Inc., today announced an expanded partnership that enhances programmatic ad-buying access across Spectrum Reach’s extensive library of premium linear and streaming television inventory. 

With the agreement, Spectrum Reach will expand on the current use of Magnite’s technology, which is focused on delivering targeted ads in a programmatic, or automated, fashion in a privacy-focused way to consumers watching TV via the Spectrum TV App. Spectrum TV App is the country’s highest-rated pay TV streaming app¹ and most-viewed streaming service in the U.S. on an hours-per-household basis.²

The two parties’ agreement effectively extends Magnite’s full programmatic capabilities to Spectrum’s newest video delivery technology, allowing ad buyers to bid on individual impression opportunities available on the app in real-time. Ad buyers will also benefit from centralized planning and frequency management capabilities across linear and digital platforms.

“Our partnership with Magnite will help our clients unlock the full reach and capabilities of programmatic advertising,” said Dan Callahan, Group Vice President of National Sales for Spectrum Reach. “Magnite’s efforts to drive increased interoperability have helped us maximize the value of our inventory to advertisers so they can reach the desired audience for their campaign.”

Spectrum Reach provides custom advertising solutions for local, regional, and national clients, using its aggregated and de-identified first-party data to reach audiences on any platform. Spectrum Reach’s multiscreen advertising sales inventory offers access to more than 60 linear networks and over 450 streaming networks and partners, enabling advertisers to reach consumers on TV, streaming, online video, display, search and social media platforms.

“Magnite has been a pioneer in the programmatic space and is committed to advancing the growth of automated advertising access across all environments where TV is consumed,” said Matt McLeggon, Senior Vice President, Advanced Solutions at Magnite. “We’re pleased to bring expanded Spectrum Reach streaming access to programmatic buyers and to introduce the advanced capabilities of programmatic to traditional television. These efforts will help Spectrum Reach create enhanced revenue opportunities, ensuring ad buyers benefit from greater efficiencies and targeting capabilities.”

These new capabilities will benefit ad-buying agencies by helping them drive media effectiveness for their clients. "Our partnership with Spectrum Reach now allows for dynamic ad insertion into linear content, offering a distinct and valuable targeting capability,” said David Nyurenburg at Rain the Growth Agency. “Spectrum Reach's transparency and detailed data signals are instrumental in our ability to fine-tune campaign strategies, driving improved performance and achieving higher levels of client satisfaction.”

More information about activating programmatic demand with Spectrum Reach is available at www.SpectrumReach.com.

¹iOS (App Store) and Android (Google Play) average ratings as of Feb. 1, 2024. Apps must have at least 150k reviews through combination of iOS & Android store reviews as of Feb. 1, 2024.
²Comscore CTV Intelligence Report 2022 through Dec 2023, U.S. Statement based on measurement of Average Hours Per HH Per Month for Spectrum TV App vs. top streaming providers as measured on connected TVs, gaming consoles and streaming devices.

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 Spectrum Reach
Spectrum Reach^®, the advertising sales business of Charter Communications, Inc. (NASDAQ:CHTR), provides custom advertising solutions for local, regional and national clients. Operating in 36 states and 91 markets, Spectrum Reach creates scalable advertising and marketing services driven by aggregated and de-identified data insights and award-winning creative services. Spectrum Reach helps businesses of all sizes reach anyone, anywhere, on any screen. Additional information about Spectrum Reach can be found at https://www.spectrumreach.com.

Media Contacts:
Magnite
Megan Hughes, mhughes@magnite.com

Spectrum Reach
Andrew Russell, andrew.russell@charter.com

FAQ

What is the expanded partnership between Magnite and Spectrum Reach?

The expanded partnership enhances programmatic ad-buying access across Spectrum Reach’s linear and streaming TV inventory using Magnite's technology.

How will Magnite's technology be used in this expanded partnership?

Magnite's technology will deliver targeted ads in a privacy-focused way, enabling real-time bidding on individual impression opportunities available on Spectrum TV App.

What benefits do ad buyers gain from the Magnite and Spectrum Reach partnership?

Ad buyers benefit from centralized planning, frequency management, and enhanced media effectiveness across linear and digital platforms.

Why is the Spectrum TV App significant in this partnership?

The Spectrum TV App is the highest-rated and most-viewed streaming service in the U.S., offering extensive reach for programmatic advertising.

How does this partnership affect Spectrum Reach’s advertising capabilities?

The partnership enables Spectrum Reach to offer custom advertising solutions with advanced targeting and revenue opportunities through programmatic capabilities.