Magnite Expands Programmatic Reach to Viasat Aviation's 4,000 Aircraft Fleet

The deal signals the maturation of programmatic infrastructure beyond the living room and mobile device, moving into captive, high-attention transit environments. By treating airplane screens as a standardized video surface via its Orchestration layer, Magnite is positioning itself to capture travel-sector budgets that were previously siloed. This diversification helps mitigate Magnite's heavy reliance on major CTV streamers, though it introduces new technical complexities regarding intermittent connectivity. Watch for whether this inventory achieves CPM parity with premium CTV, which will indicate if buyers view in-flight as a true extension of the digital video ecosystem.

The expansion into aviation follows a broader industry trend of transforming transit hubs into digital ad networks. Per United Airlines in June 2024, the carrier launched Kinective Media, its own media network designed to leverage traveler data for personalized ads on seatback screens and mobile apps. This move highlights the competitive pressure on independent SSPs like Magnite as airlines begin to build proprietary walled gardens. Furthermore, GroupM reported in late 2023 that out-of-home programmatic spending was expected to grow significantly as data-driven targeting improves in non-residential settings, suggesting Magnite’s move aligns with shifting agency appetites for high-dwell-time environments.

In the broader ad-tech landscape, Magnite's focus on the Orchestration platform comes as the industry faces the deprecation of third-party cookies. According to AdExchanger reports from May 2024, the shift toward first-party data environments—like an airline's passenger manifest—provides a safer harbor for advertisers concerned about signal loss. While Magnite's revenue is still heavily anchored to the CTV market, analysts at B. Riley and Needham have noted that the company’s ability to win dominant share in 'niche' addressable markets like aviation could provide a necessary buffer against potential volatility in open web budgets and ongoing antitrust litigation involving major tech incumbents.