Magnite Expands Programmatic Access for Live Sports in Australian Streaming
Magnite is enabling programmatic access for advertisers to premium live streaming inventory in Australia, including major sports and broadcast events across multiple streaming platforms. This initiative provides greater flexibility for brands to reach engaged audiences and complements traditional sponsorship deals by scaling campaigns across various live environments. The company also introduced Live Scheduler to coordinate programmatic campaigns around live programming efficiently.
Key Takeaways
- Magnite provides programmatic access to live streaming inventory from Seven, Nine, Kayo Sports, Foxtel, Stan Sport, Paramount+, ESPN on Disney+, and SBS in Australia.
- The programmatic offering complements traditional sponsorship deals by adding scale and flexibility for advertisers across multiple live environments.
- Magnite introduced 'Live Scheduler' to help broadcasters and buyers coordinate programmatic campaigns around live programming schedules.
- Yael Milbank, Magnite's MD for ANZ, notes programmatic infrastructure now connects buyers to these environments "more seamlessly."
- Live sports and major broadcast events on Australian streaming platforms represent a significant growth area for programmatic video advertising.
Why It Matters
This expansion by Magnite signifies a maturing programmatic CTV market in Australia, addressing the challenge of reaching fragmented yet highly engaged live audiences across multiple streaming services. By offering a single workflow for premium live inventory, Magnite helps advertisers efficiently scale campaigns beyond traditional sponsorships. This move could accelerate programmatic adoption for tentpole events and sports, influencing how media buyers allocate budgets in competitive markets. Industry participants should monitor the reported uptake by broadcasters and advertisers, specifically tracking the growth in programmatic spend for live content on platforms like 7plus and 9Now, compared to traditional direct deals.
Read full article at adnews.com.au