Magnite’s CTV Spend Swelled By 20% In 2023
Total ad spend from deals transacted through Magnite’s platform topped $5 billion for the full year, representing nearly 20% YOY growth, while full-year CTV ad spend was also up 20%.
Total ad spend from deals transacted through Magnite’s platform topped $5 billion for the full year, representing nearly 20% YOY growth, while full-year CTV ad spend was also up 20%.
In today’s newsletter: The Trade Desk opens up OpenPath to CTV inventory; subscriptions remain an important revenue source for news publishers; and a class-action lawsuit alleges PHE violated the California Invasion of Privacy Act.
2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.
Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.
CTV contributed $52.5 million to Magnite’s Q3 earnings, actually declining 6% from $56 million at the same time last year. CTV comprised 39% of overall revenue this quarter, compared to 41% for mobile ads and 20% for desktop ads.
While Backstage does cut out SSPs for the most part, it also resurrects some aspects of Yahoo’s own SSP tech.
Disintermediation is in the air. If The Trade Desk’s OpenPath cuts out SSPs (while claiming not to), Magnite’s ClearLine cuts out DSPs (while claiming not to).
Connected TV could learn from linear’s simplicity. As CTV becomes a dominant platform, advertisers should consider the ingredients that have enabled traditional TV to thrive for as long as it has, writes Joe Hirsch, general manager of SpringServe.
Magnite acquired connected TV ad server SpringServe in July for $31 million as part of its ongoing ambition to go big in CTV. But SpringServe continues to operate largely independently, and that’s by design, said Joe Hirsch, general manager of SpringServe.
Sell-side platform Magnite acquired connected TV ad server SpringServe Thursday for $31 million, in a deal that will improve its access to all of a publisher’s CTV inventory. SpringServe’s video clients include Vizio, Univision, Tastemade and Pluto TV. SpringServe and Magnite work with many of the same clients, the company said. While SpotX (the video […]