Tennis Australia Taps Magnite for Programmatic Advertising and Implements Demand Manager

Rhea-AI Summary

Magnite (MGNI) selected by Tennis Australia to provide Demand Manager as their Prebid header bidding wrapper solution. Tennis Australia will leverage Magnite’s DV+ platform and solely implement Demand Manager to monetise their display and mobile inventory programmatically for the first time and ahead of the Australian Open. The Australian Open attracts more than 900,000 people and delivers over $375 million in economic benefit to Melbourne each year, reaching a global audience of more than one billion households.

Insights

Digital Advertising Expert

The partnership between Magnite and Tennis Australia signifies a strategic move in the digital advertising landscape. The adoption of Magnite's Demand Manager for Tennis Australia's programmatic advertising needs reflects an industry trend towards more sophisticated and efficient ad monetization tools. By leveraging a Prebid header bidding wrapper, Tennis Australia can expect an increase in ad revenue due to the competitive auction environment it creates, where multiple ad exchanges bid in real-time for advertising space.

Furthermore, the timing of this implementation, ahead of the Australian Open, is critical. The high traffic during such a major event presents an opportunity for Tennis Australia to capitalize on peak user engagement, thereby maximizing ad inventory value. This could set a precedent for other sporting bodies to follow, potentially disrupting traditional advertising approaches in the sports industry.

From a broader perspective, such advancements in programmatic advertising technologies could lead to increased revenues for content providers and a shift in how advertisers allocate budgets, favoring digital platforms with high engagement and targeted reach capabilities.

Market Analyst

The announcement of Tennis Australia selecting Magnite's Demand Manager is a testament to Magnite's growing influence in the ad tech sector. This collaboration is likely to be viewed positively by investors and could potentially lead to an uptick in Magnite's stock (Nasdaq: MGNI), as it represents expansion into new market segments, specifically in sports event-driven digital content.

With the Australian Open's considerable economic impact and viewership, the deal could considerably enhance Magnite's revenue streams and market share. The anticipated operational efficiencies and improved monetization for Tennis Australia also highlight Magnite's value proposition to potential clients in the sports and entertainment industries.

It's essential to monitor how this partnership affects Magnite's financial performance in subsequent quarters, especially with the Australian Open's global reach. Success here could lead to more deals of a similar nature, thereby reinforcing Magnite's position in the market.

Sports Industry Analyst

The decision by Tennis Australia to partner with Magnite for programmatic advertising is a significant development in the sports media and marketing industry. The Australian Open's status as a premier event offers a lucrative platform for programmatic advertising, which has become increasingly important for sports organizations looking to diversify revenue streams beyond traditional broadcast deals.

This move is indicative of a broader trend where sports entities are increasingly leveraging digital channels to engage audiences and generate revenue. The integration of Magnite's technology could serve as a case study for the potential of programmatic advertising in sports, particularly concerning how such technology can be used to tailor advertising experiences to the diverse content consumption habits of modern sports fans.

The economic benefits to Melbourne also underscore the importance of effective advertising strategies in amplifying the financial impact of major sporting events. The ability to deliver targeted advertising to a global audience can significantly enhance the value proposition for sponsors and advertisers, potentially attracting higher investment in the sports sector.

SYDNEY, Jan. 11, 2024 (GLOBE NEWSWIRE) -- Magnite (Nasdaq: MGNI), the world’s largest independent sell-side advertising company, announced that Tennis Australia has selected Demand Manager as their Prebid header bidding wrapper solution. Tennis Australia will leverage Magnite’s DV+ platform and solely implement Demand Manager as their wrapper solution to monetise their display and mobile inventory programmatically for the first time and ahead of the Australian Open.

Tennis Australia is the governing body for tennis in Australia and stages a number of international tennis events including the Australian Open, one of four major tennis championships held each year. Tennis Australia’s ‘AO Digital’ website and mobile app provide diverse content year-round to 9.5 million users.

The Australian Open is Australia’s largest and most successful international sporting event and continues to break attendance records – attracting more than 900,000 people in 2023 alone. The event delivers more than $375 million in economic benefit to Melbourne each year and reaches a global audience of more than one billion households.

Leveraging Demand Manager, Magnite’s header bidding wrapper services solution, will provide Tennis Australia with valuable insights, flexibility, and control over header bidding operations and help them to optimise Prebid according to their specific needs in order to improve monetisation.

“We’re excited to be working with Tennis Australia to help them maximise the value of their inventory across various formats,” said Yael Milbank, Managing Director, ANZ at Magnite. “We look forward to helping them drive operational efficiencies through our technology and supporting them in their efforts to scale their programmatic advertising strategy during and beyond the Australian Open.”

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.

Media Contact:
Einsteinz Communications
Carlotta Vittori
carlotta@einsteinz.com.au
0449 207 228

FAQ

What is the latest announcement from Magnite (MGNI) regarding Tennis Australia?

Magnite (MGNI) has been selected by Tennis Australia to provide Demand Manager as their Prebid header bidding wrapper solution.

What is the significance of Tennis Australia leveraging Magnite’s DV+ platform?

Tennis Australia will monetise their display and mobile inventory programmatically for the first time and ahead of the Australian Open.

How many people attend the Australian Open and what is its economic impact?

The Australian Open attracts more than 900,000 people and delivers over $375 million in economic benefit to Melbourne each year.

What is the global reach of the Australian Open?

The event reaches a global audience of more than one billion households.

Who is the Managing Director, ANZ at Magnite?

Yael Milbank is the Managing Director, ANZ at Magnite.

What are the benefits of leveraging Demand Manager for Tennis Australia?

Leveraging Demand Manager will provide Tennis Australia with valuable insights, flexibility, and control over header bidding operations and help them to optimise Prebid according to their specific needs in order to improve monetisation.