Magnite and Viasat launch programmatic video ads for 4,000 aircraft

This move converts one of the last major 'offline' video environments into a premium, addressable channel for programmatic buyers. By integrating Magnite’s SSP with Viasat’s connectivity, airlines can monetize captive audiences with the same precision and measurement standards used in terrestrial CTV. For the broader ecosystem, it signals the maturation of travel media as a high-attention subset of digital video, moving beyond static placements toward real-time auction dynamics. Watch for Magnite’s Q3 2026 earnings to see if this aviation inventory significantly moves the needle on international ad revenue, which currently accounts for roughly 25% of the company's business.

The partnership follows a multi-year expansion of Magnite’s travel media footprint. In April 2026, the company partnered with Expedia Group to allow advertisers to activate travel-intent data across its programmatic network. This broader strategy aims to capture high-value consumers throughout their journey, from booking to the in-flight experience. Financial analysts at S&P Global noted in March 2026 that Magnite’s revenue growth is increasingly driven by such diversified CTV and video partnerships, forecasting high-single-digit growth for the fiscal year as it moves below 2.0x gross leverage.

Viasat’s ability to offer this inventory at scale stems from its $7.3 billion acquisition of Inmarsat, completed in May 2023. Per PRNewswire, that merger combined two of the largest global satellite fleets, granting Viasat the coverage and bandwidth necessary to support high-fidelity video advertising on 100% of global flight paths. This technical foundation is critical for real-time programmatic bidding, which requires reliable, low-latency connectivity to deliver ads dynamically during flight.

The global connected aircraft market is experiencing rapid acceleration, valued at approximately $9.75 billion in 2026 with a projected CAGR of over 10% through 2031, according to Mordor Intelligence. As more aircraft are retrofitted with broadband Wi-Fi to meet passenger expectations for gate-to-gate connectivity, the available inventory for digital video ads is expected to grow. Airlines are increasingly viewing these digital services not just as a cost of operation, but as a vital recurring revenue stream to offset hardware investment costs.