Magnite, the omnichannel sell-side advertising platform that combines the capabilities of what used to be Rubicon Project and Telaria, is helping Discovery open up inventory on its dplay streaming service to a greater number of advertisers, using programmatic capabilities. Magnite’s platform provides Discovery with control and efficiency for ad podding, inventory hierarchy, targeting and real-time reporting. The solution provides comprehensive diagnostics and measurement across the Discovery inventory.
This deal expands on an existing and long-lasting relationship between the adtech firm and Discovery. Magnite will also develop custom solutions to support Discovery’s unique product range and roadmap, as well as auction capabilities, like bidding, in a private environment.
Alex Hodge, Director of Ad Sales & Programmatic at Discovery, comments: “Magnite’s expertise with connected TV will enable us to strengthen our DTC (direct to consumer) monetisation strategy, including our targeting, measurement and reporting capabilities – plus much more. As streaming and CTV take more of a centre stage, we look forward to expanding our partnership with them [Magnite], particularly as we roll-out new DTC services and seek to connect more advertisers with our highly engaged audiences.”
Magnite works with dplay in the UK, Japan and India. “Being able to help maximise their capabilities with our detailed data and analyses has been an absolute pleasure,” says James Brown, Head of International at Magnite.