Advanced Television

Spectrum Reach, Magnite ad partnership

June 18, 2024

Magnite, the independent sell-side advertising company, and Spectrum Reach, the advertising sales business of Charter Communications, have announced an expanded partnership that enhances programmatic ad-buying access across Spectrum Reach’s library of 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.

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 centralised 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,” added 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.”

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