Magnite has announced the latest version of its SpringServe video platform.
Developed for CTV and OTT publishers, the latest generation of the ad server provides users with enhanced functionality aiming to streamline workflows and enable smarter yield optimisation.
Features include automated ad routing that dynamically directs traffic to the highest performing channels, intelligent ad decisioning and dynamic mediation and centralised deal management facilitating improved visibility across direct and programmatic demand, and a redesigned user interface. The solution also integrates with Magnite Access, allowing users to access first and third party data.
Sean Buckley, president, revenue at Magnite, said, “As the CTV space matures, there’s a significant opportunity to enhance the advertising process for media owners and buyers. We’re building this next generation of SpringServe specifically to help our clients and partners stay ahead of these emerging opportunities. By unifying the programmatic layer as a complementary step in the buying process, not only does it give buyers greater transparency, predictability, and control over their ad placements, but it lays the foundation for more effective monetisation and yield management for media owners.”
Magnite said initial clients include Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery.
Commenting, Jamie Power, SVP, addressable sales at Disney, said, “Disney continues to expand our global streaming footprint in collaboration with Magnite—unlocking more premium inventory and making it even easier for advertisers to access our portfolio at scale. Together, we’re advancing a shared vision for innovation—one that prioritises automation, flexibility, and smarter tools to help our partners drive meaningful impact in the live streaming space.”
