Advanced Television

Magnite launches Live Stream Acceleration

February 22, 2022

Magnite, the independent sell side advertising platform, has announced the launch of Live Stream Acceleration (LSA), a technology designed to help CTV publishers optimise their live inventory programmatically.

Magnite says that LSA helps publishers more effectively monetise their supply, ensuring that ads are served in a timely manner without burdening their technical infrastructure.

By leveraging LSA for live sports over a five week period, Sling TV – the US streaming TV service – saw a 47 per cent lift in ad conversions compared to the previous five weeks. Efficiencies via LSA implementation allowed for ad delivery which otherwise would have been lost (ie timed out) – which is equivalent to 51 seconds of advertising air time on a standard 1 hour live event.

“Live CTV is a key differentiator for Sling, there is no better or more valuable medium for advertisers to reach highly engaged viewers, in real time, with personalised, relevant messaging,” said Jessica DuFresne, Head of Ad Ops and Digital Ad Tech, DISH Media. “Utilising LSA allowed us even greater, more efficient, deliveries of live-viewing audiences to our advertisers, while simultaneously delivering an enhanced experience for our customers, all while maintaining the highest privacy standards.“

“Live CTV offers a can’t-miss opportunity to engage with a highly receptive audience, but has historically been harder for advertisers to activate against due to its unpredictable nature and limited available inventory,” added Paige Bilins, Senior Vice President of Product Management at Magnite. “LSA is built to handle the complexities of live CTV, creating efficiencies that benefit publishers, advertisers and viewers alike.”

Categories: Advertising, Articles, Connected TV

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