Paramount Australia Partners with Magnite to Unlock Programmatic Access to the Paramount+ Ad Tier
Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, has partnered with Paramount Australia to enable programmatic access to Paramount+'s streaming TV inventory in Australia. This marks the first time Paramount+ inventory will be available programmatically in the Australian market.
The partnership leverages Magnite SpringServe video platform combined with Paramount's mediation capabilities to streamline advertiser access to premium streaming content. The collaboration follows the launch of Paramount+'s ad-supported tier and represents a significant step in Paramount Australia's business and technology transformation through Paramount Connect.
Magnite (NASDAQ: MGNI), la più grande società indipendente di advertising lato venditore, ha stretto una collaborazione con Paramount Australia per consentire l'accesso programmatico all'inventario TV in streaming di Paramount+ in Australia. Questa è la prima volta che l'inventario di Paramount+ sarà disponibile programmaticamente nel mercato australiano.
La partnership sfrutta la piattaforma video Magnite SpringServe combinata con le capacità di mediazione di Paramount per facilitare l'accesso degli inserzionisti a contenuti streaming premium. Questa collaborazione segue il lancio del livello supportato da pubblicità di Paramount+ e rappresenta un passo importante nella trasformazione aziendale e tecnologica di Paramount Australia attraverso Paramount Connect.
Magnite (NASDAQ: MGNI), la mayor empresa independiente de publicidad del lado vendedor, se ha asociado con Paramount Australia para habilitar el acceso programático al inventario de TV en streaming de Paramount+ en Australia. Esta es la primera vez que el inventario de Paramount+ estará disponible programáticamente en el mercado australiano.
La asociación aprovecha la plataforma de video Magnite SpringServe combinada con las capacidades de mediación de Paramount para facilitar el acceso de los anunciantes a contenido premium en streaming. La colaboración sigue el lanzamiento del nivel con publicidad de Paramount+ y representa un paso significativo en la transformación empresarial y tecnológica de Paramount Australia a través de Paramount Connect.
Magnite (NASDAQ: MGNI)는 독립적인 최대 판매측 광고 회사로서 Paramount Australia와 협력하여 호주에서 Paramount+의 스트리밍 TV 인벤토리에 프로그래매틱 접근을 가능하게 했습니다. 이는 Paramount+ 인벤토리가 호주 시장에서 프로그래매틱 방식으로 제공되는 첫 사례입니다.
이번 파트너십은 Magnite SpringServe 비디오 플랫폼과 Paramount의 중개 역량을 결합하여 광고주가 프리미엄 스트리밍 콘텐츠에 보다 원활하게 접근할 수 있도록 합니다. 이 협력은 Paramount+의 광고 지원 등급 출시 이후 진행된 것으로, Paramount Connect를 통한 Paramount Australia의 비즈니스 및 기술 혁신에 중요한 진전입니다.
Magnite (NASDAQ : MGNI), la plus grande entreprise indépendante de publicité côté vendeur, s'est associée à Paramount Australia pour permettre un accès programmatique à l'inventaire TV en streaming de Paramount+ en Australie. C'est la première fois que l'inventaire de Paramount+ sera disponible de manière programmatique sur le marché australien.
Ce partenariat exploite la plateforme vidéo Magnite SpringServe combinée aux capacités de médiation de Paramount pour faciliter l'accès des annonceurs à du contenu premium en streaming. Cette collaboration fait suite au lancement du niveau supporté par la publicité de Paramount+ et représente une étape majeure dans la transformation commerciale et technologique de Paramount Australia via Paramount Connect.
Magnite (NASDAQ: MGNI), das größte unabhängige Sell-Side-Werbeunternehmen, hat eine Partnerschaft mit Paramount Australia geschlossen, um den programmatischen Zugriff auf das Streaming-TV-Inventar von Paramount+ in Australien zu ermöglichen. Dies ist das erste Mal, dass Paramount+-Inventar programmatisch auf dem australischen Markt verfügbar sein wird.
Die Partnerschaft nutzt die Magnite SpringServe Videoplattform in Kombination mit den Vermittlungsfähigkeiten von Paramount, um Werbetreibenden den Zugang zu Premium-Streaming-Inhalten zu erleichtern. Die Zusammenarbeit folgt dem Start der werbeunterstützten Ebene von Paramount+ und stellt einen bedeutenden Schritt in der Geschäfts- und Technologietransformation von Paramount Australia durch Paramount Connect dar.
- First-mover advantage in Australian programmatic CTV advertising market
- Access to Paramount+'s premium streaming inventory and engaged audience
- Enhanced targeting and data-driven buying capabilities for advertisers
- Strategic expansion of Magnite's advertising technology platform
- None.
Insights
Magnite expands reach through Paramount+ Australia partnership, potentially boosting its ad tech revenue stream in the growing APAC CTV market.
This partnership represents a strategic expansion for Magnite in the Asia-Pacific region by securing privileged access to Paramount+'s premium streaming inventory in Australia. As the largest independent sell-side advertising platform, Magnite will leverage its SpringServe technology to enable programmatic advertising on Paramount+'s newly launched ad-supported tier in Australia—a first for this market.
The deal highlights Magnite's continuing execution of its connected TV growth strategy. By integrating with Paramount's mediation capabilities, Magnite strengthens its position in the rapidly evolving streaming ecosystem where programmatic advertising is becoming increasingly prevalent. For context, programmatic CTV advertising allows for automated, data-driven ad placements that typically command higher CPMs than traditional digital advertising.
This partnership aligns with global streaming trends where major platforms are launching ad-supported tiers to capture additional revenue streams beyond subscription fees. For Magnite, each new premium content partner enhances its supply-side ecosystem, potentially increasing transaction volume flowing through its platform. The company generates revenue by taking a percentage of advertising spend facilitated through its technology.
While financial terms weren't disclosed, the arrangement adds a high-profile content partner to Magnite's portfolio in a developed market with strong digital ad spending. The Australian digital advertising market represents a significant opportunity, with CTV advertising showing double-digit growth in recent years as viewers continue migrating from traditional broadcast to streaming platforms.
SYDNEY, July 14, 2025 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, and Paramount Australia today announced a partnership to unlock programmatic access to Paramount+’s premium streaming TV inventory in Australia for the first time. Following the launch of its ad-supported plan in the market, Paramount will leverage Magnite technology to give advertisers an unparalleled opportunity to reach engaged streaming audiences with greater efficiency and transparency in a premium environment. This announcement marks another key milestone in Paramount Australia’s business and technology transformation, paving the way for Paramount Connect.
Paramount+ offers a mountain of premium entertainment for all audiences boasting an expansive library of local original series, global hit shows, popular movies and live sport, making it a prime destination for engaged streaming audiences. The Magnite SpringServe video platform combined with Paramount’s mediation capabilities streamline advertiser access to Paramount’s premium streaming inventory.
“As the Paramount+ ad tier continues to expand its footprint in Australia, we are committed to offering innovative ways for advertisers to connect with our engaged, high-value audiences,” said Milan Blazevic, Head of Programmatic at Paramount Australia. “By partnering with Magnite, we are unlocking programmatic access to our premium inventory in this market for the first time, providing advertisers with greater flexibility and efficiency in their media buying strategies.”
“Magnite is dedicated to driving streaming TV innovation, and our partnership with Paramount+ will unlock access to one of Australia’s most compelling streaming platforms through our industry-leading technology offering brands a first-mover advantage,” said Yael Milbank, Managing Director, ANZ at Magnite. “As programmatic CTV adoption accelerates, this partnership will empower advertisers with smarter automation, enhanced targeting, and more effective data-driven buying strategies for greater efficiency in campaign execution.”
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 Paramount Australia
Paramount Australia is a leading media and entertainment company that creates premium content and experiences for audiences, worldwide. Paramount Australia’s portfolio of consumer brands includes Network 10, Paramount+, Paramount Pictures, Nickelodeon and MTV.
Media Contact
Magnite:
Einsteinz Communications
Carlotta Vittori
carlotta@einsteinz.com.au
+61 449 207 228
Paramount Australia:
Bronwyn Fardon
bfardon@networkten.com.au
FAQ
What does the Magnite-Paramount Australia partnership mean for advertisers?
How will the Magnite partnership affect Paramount+ in Australia?
What technology is Magnite providing to Paramount Australia?
When will Magnite's programmatic access to Paramount+ inventory be available in Australia?
What content will advertisers have access to through the MGNI-Paramount partnership?
