Posts for 'Magnite'

Connected TV audiences reflect the diversity and age profiles of the U.S. population, making it a better platform for advertisers to achieve their key performance objectives compared to traditional TV (TV consumed though set-top boxes or over the air), according to Magnite’s new “CTV is for Everyone: U.S. 2021” report.

The percentage of Black viewers (13%) and Hispanic/LatinX viewers (20%) watching CTV match their respective share of the U.S. population. Asian viewers watching CTV slightly over-indexes their share of the U.S. population (8% vs. 7%). White viewers watching CTV slightly under-indexes their share of the U.S. population 59% vs. 60%). Importantly, the research found that traditional TV over-indexes for white viewers (69% vs. 60%) while under-indexing across Black, Hispanic and Asian audiences.

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IRIS.TV and SpotX (part of Magnite) announced this morning they’re partnering to offer industry-standard contextual targeting segments to SpotX’s video ad supply. The move will give ad buyers the ability to target and verify the category of video on all screens.

SpotX will be able to give ad buyers access to video-level metadata that has been “IRIS-enabled” for targeting in CTV and digital video, driving more value for content owners, especially in in brand-safe CTV where viewership is soaring and ad performance is superior.

Noting the challenges the partnership will overcome, SpotX’s SVP of Strategic Partnerships Kristen William said, “Our clients have been demanding increased visibility into the content they are advertising in, but access to contextual data is extremely complicated as it comes in a variety of formats as well as being locked behind content management systems and video players.”

For more on how IRIS.TV enables video data for contextual segmentation to create more value for both ad buyers and content owners, see my interview below with VP of Publisher Partnerships Lauren Gabriele. Lauren will also be moderating a session at this week’s VideoNuze Connected TV Ad Summit virtual “Targeting in CTV: The New Data Paradigm,” with Xumo, Index Exchange and Icon Media Direct.

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Last Friday’s announcement that Magnite is acquiring SpotX from RTL Group for almost $1.2 billion was further evidence of connected TV advertising’s momentum and the combined company’s market opportunity. Considering Magnite’s pro forma financial results with eMarketer’s forecast of CTV ad revenue shows how much potential growth lies ahead for the combined company.

In its release, Magnite said the combined company would have $42 million of pro forma CTV ad revenue ($15.3 million from Magnite and around $27 million from SpotX) in Q4 ’20. Magnite also said the $42 million would have represented around 34% of Q4’s revenue for the combined company. It further said the combined company would have had pro forma revenue for 2020 of $350 million, so applying the same 34% proportion, the combined company would have had approximately $119 million in CTV revenue in 2020.

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Sell-side ad platform Magnite has unveiled an open beta of its “Unified Decisioning” solution which gives CTV and OTT publishers the ability to have direct sold and programmatic demand compete for available inventory. By doing so publishers can maximize yield while the decisioning still respects deal priority and business rules such as frequency capping and competitive separation.

Paige Bilins, Magnite’s VP of Video Product Management said “publishers are eager to tap into the efficiencies that programmatic provides without relinquishing the control they are used to when selling directly to buyers.” Magnite said that Unified Decisioning works with all major ad servers.

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