The local TV advertising market is expected to reach $21 billion in the US this year, making it a lucrative space for advertisers to reach their target audiences. However, traditional methods of buying local TV advertising can be time-consuming and costly, limiting the potential of this medium.
The Problem with Traditional Local TV Advertising
Advertisers have long struggled with the complexity and expense of buying local TV advertising. The traditional method of purchasing local TV ads involves negotiating with individual TV stations, which can be a time-consuming and costly process. This approach can lead to missed opportunities and inefficient use of advertising budgets.
ITN and Magnite Collaboration: A Breakthrough Solution
Enter ITN and Magnite, two industry leaders in ad tech, who have announced a groundbreaking collaboration to modernize the execution of local TV advertising. This partnership brings together the strengths of both companies, enabling advertisers to buy live linear ads from local TV stations programmatically for the first time.
- ITN’s platform is built on its extensive supplier network, which includes 75 broadcast ownership groups spanning over 1,100 stations.
- ITN’s technology translates local linear ad supply from TV stations into biddable impressions and connects to Magnite’s SpringServe ad server to combine the scale of local linear with the ease of digital automation.
- Magnite’s SpringServe platform supports real-time bidding and VAST workflows, allowing advertisers to buy live local linear TV programmatically alongside streaming and online video buys.
The Benefits of the ITN-Magnite Collaboration
The integration of ITN and Magnite’s platforms offers several benefits to advertisers, including:
- Real-time bidding and VAST workflows enable advertisers to buy live local linear TV programmatically alongside streaming and online video buys.
- A bid multiplier that forecasts impressions for one-to-many delivery channels allows advertisers to easily add local linear to their media plans alongside impression-based buys.
- A seamless back-end workflow that allows local TV stations to compete directly for advertising dollars alongside national networks and online streaming alternatives.
Expert Insights
Todd Watson, CEO of ITN, believes that “programmatic linear TV is finally happening.” He notes that traditional methods of buying local TV advertising were limited by the complexity and expense of negotiating with individual TV stations. The ITN-Magnite collaboration changes all that, making it easier and more efficient for advertisers to buy local TV advertising. Matt McLeggon, SVP, Advanced Solutions at Magnite, agrees that local linear TV represents “massive incremental reach and scale for digital advertisers.” He highlights the benefits of the partnership, stating that it “marries linear-focused technology with programmatic efficiency to create an ideal TV ad buying experience.”
Real-World Success Stories
The ITN-Magnite collaboration has already seen success in the real world. Multiple Fox television stations successfully tested programmatic transactions of ITN-supplied inventory. Tom Fleming, SVP of Sales, Fox Television Stations, praised the partnership, saying that it “gives our clients a streamlined, digital-like buying experience that helps us compete more effectively in today’s media landscape.”
About ITN and Magnite
ITN is the leading ad tech developer transforming local TV advertising. Magnite is the world’s largest independent sell-side advertising company. Both companies are committed to making local TV advertising easier and more efficient for advertisers.
“Programmatic linear TV is finally happening. Linear TV is still one of the most powerful mediums available to advertisers, but it was getting squeezed out of media plans because it was harder and more expensive to activate than its digital counterparts,” said Todd Watson, CEO of ITN.
Magnite’s SpringServe platform supports real-time bidding and VAST workflows, allowing advertisers to buy live local linear TV programmatically alongside streaming and online video buys.
| Feature | Description |
|---|---|
| Real-time bidding and VAST workflows | Enable advertisers to buy live local linear TV programmatically alongside streaming and online video buys. |
| Bid multiplier | Forecasts impressions for one-to-many delivery channels, allowing advertisers to easily add local linear to their media plans. |
| Seamless back-end workflow | Allows local TV stations to compete directly for advertising dollars alongside national networks and online streaming alternatives. |
Contact Information
If you are interested in leveraging this technology for your station or advertiser, please contact Craig Sulema at [email protected] to learn more about the ITN-Magnite collaboration and how it can benefit your business. About ITN and Magnite
About ITN
ITN (an ITN Holdings, LLC platform, ITN.tv) is the leading ad tech developer transforming local TV advertising. By modernizing the activation of local TV across broadcast, cable, and digital channels, ITN enables seamless campaign execution at the national, regional, and local levels. About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
