ITN and Magnite have announced a groundbreaking collaboration aimed at modernizing local TV advertising. For the first time, advertisers can now transact live linear ads from local TV stations programmatically. This partnership leverages ITN’s extensive supplier network and Magnite’s SpringServe ad server to combine the reach of local linear TV with the ease of digital automation.
- Real-Time Bidding and VAST Workflows
The integration allows advertisers to buy live local linear TV programmatically, alongside streaming and online video buys, using real-time bidding and VAST workflows. This new capability enables a more efficient and automated advertising experience. - Bid Multiplier for One-to-Many Delivery Channels
Magnite’s SpringServe platform supports linear TV delivery and allows advertisers to seamlessly integrate local linear TV into their media plans. It helps forecast impressions across multiple delivery channels, making it easier to add local TV to impression-based buys. - Seamless Back-End Workflow
The integration provides a streamlined back-end workflow, enabling local TV stations to compete directly with national networks and online streaming alternatives. This fosters a more competitive landscape for advertising dollars. - Programmatic Linear TV is Here
As Todd Watson, CEO of ITN, states, this collaboration marks the arrival of programmatic linear TV. Local TV, despite its power, was previously difficult to access for advertisers. With this partnership, advertisers can now engage with local TV in a more cost-effective and efficient manner. - Testing and Success with Fox Television Stations
Fox television stations successfully tested programmatic transactions of ITN-supplied inventory, showcasing the viability and effectiveness of this new programmatic approach.
The collaboration between ITN and Magnite represents a major milestone in the evolution of local TV advertising. By combining the power of linear TV with programmatic efficiency, this partnership offers advertisers an ideal way to access local TV inventory, opening up new opportunities for reach and scale in media planning.
