AMC Taps Magnite to Unify Linear, Streaming Ad Buying Programmatically
AMC Global Media is expanding its partnership with Magnite, making its unified linear and streaming ad inventory programmatically available via a single access point powered by Magnite's ClearLine. AMC is also using Magnite’s Live Scheduler to optimize live linear addressable inventory across its linear networks, FAST channels, and AMC+. The partnership aims to streamline media buying workflows and simplify access to AMC's content.
Key Takeaways
- AMC is now offering unified linear and streaming inventory through a single programmatic access point powered by Magnite’s ClearLine.
- The company is also using Magnite’s Live Scheduler to optimize addressable inventory across its linear networks, FAST channels, and AMC+.
- The strategy shift follows full-year 2025 results where AMC's streaming revenue grew 12% but its advertising revenue fell 15%.
- This partnership expands on a 2021 initiative that was limited to linear addressable programmatic buys, reflecting a broader market shift to cross-platform buying.
Why It Matters
This partnership gives ad buyers a single programmatic workflow for AMC's cross-platform inventory, removing the operational silos that traditionally separate linear and digital sales. As streaming revenue surpasses affiliate fees for media companies like AMC, their ad tech infrastructure must adapt. This deal shows how SSPs like Magnite are positioning themselves as themiddleware connecting legacy linear systems to new streaming monetization needs. Watch AMC's advertising revenue in upcoming quarters to see if the unified approach helps reverse the 15% decline reported for 2025.
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