Seven West Media signs up for new ad solution from Magnite
Independent sell-side advertising platform, Magnite, has launched a solution that provides CTV and over-the-top (OTT) publishers with the ability to manage and sell demand channels independently, allowing them to compete side-by-side. Seven West Media is one of the first global publishers to implement the solution, known as Unified Decisioning.
According to Magnite Unified Decisioning brings the same control and flexibility that have long existed in the direct ad world to the realm of programmatic media.
Seven West Media head of programmatic sales, Luke Smith, said of the solution: “The early results we’ve seen using Magnite’s Unified Decisioning to ensure optimal delivery of direct and programmatic demand have been promising.”
Luke Smith, Seven West Media
The solution works alongside major ad servers to facilitate that the optimal ad set is chosen to consider both direct and programmatic deal priority and yield, while ensuring publishers’ business rules, including frequency capping and competitive separation, are enforced.
Smith added: “We’ve set ourselves the goal of improving the value for advertisers and audiences and are so far pleased with the ability to apply complex business rules, and see the valuable data and analytics in real-time.”
Magnite managing director Australia, James Young, said Magnite built Unified Decisioning due to the need for publishers to handle complex OTT supply.
“This solution is meant to deliver superior opportunities for buyers, better results for publishers and ultimately a great experience for viewers,” said Young. “We’re helping to ensure buyers have equal access to OTT inventory regardless of the means in which they choose to buy with Unified Decisioning and we’re excited to introduce this to the market.”
Unified Decisioning assists the demand side also. Programmatic buyers and brands will have greater insight into available inventory and have an equal opportunity to compete for premium video content. As an independent solution, Unified Decisioning is ad server agnostic and has no conflicting demand agenda.
“Magnite has been a long-trusted partner and has a history of delivering innovative solutions to support our continued growth,” Smith said. “We look forward to continuing that partnership with the use of the Unified Decisioning across our BVOD business.”
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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