ITN and Magnite Empower Advertisers with Programmatic Access to Local Linear TV through New Private Marketplace
MWN-AI** Summary
ITN and Magnite have joined forces to launch the industry's first Local Linear TV Private Marketplace, aiming to modernize the way local broadcast inventory is utilized through programmatic technology. Announced on October 30, 2025, this innovative platform enables advertisers to manage local linear TV alongside digital video, enhancing the ease and effectiveness of their advertising campaigns.
Through this private marketplace, buyers can benefit from a range of digital-like features. These include self-service deal ID creation, precise geo-targeting options, auto-bidding for delivery management, and real-time delivery dashboards, all designed to streamline the campaign activation process. This system allows local TV stations to retain control over their inventory while providing advertisers with greater flexibility and visibility.
Magnite's ClearLine platform serves as the backbone for this offering, where advertisers can seamlessly discover and activate local linear TV and digital video campaigns in one efficient location. The integration of local inventory with sophisticated digital tools is expected to enhance the effectiveness of advertising strategies, allowing for live linear TV activation alongside streaming video through advanced workflows.
Todd Watson, CEO of ITN, highlighted that this advancement signifies a significant leap forward in the activation of linear TV, drawing parallels to the simplicity of digital purchases. Magnite's SVP of Advanced Solutions, Matt McLeggon, echoed this sentiment, stating that the collaboration greatly simplifies access for programmatic buyers to local linear TV inventory.
Future enhancements to this marketplace promise to introduce even more refined targeting options and features tailored to specific advertising sectors, such as political campaigns. Overall, this partnership represents a pivotal development in the integration of local TV into the programmatic advertising landscape, unlocking new opportunities for advertisers and broadcasters alike.
MWN-AI** Analysis
The recent collaboration between ITN and Magnite is poised to significantly elevate the advertising landscape by integrating programmatic access to local linear TV. This innovative Local Linear TV Private Marketplace represents a monumental leap towards merging traditional broadcast with the precision of digital advertising. Advertisers should view this development as a strategic opportunity to harness the strengths of both mediums.
Local linear TV has often been overlooked in favor of more easily measurable digital ad formats. However, this newly launched capability allows advertisers to replicate digital workflows, which provides greater flexibility, geo-targeting options, and more effective budget management through auto-bidding and digital-like dashboards. Such attributes enable advertisers to craft more targeted campaigns that resonate with local audiences—something that is particularly critical as brands continue to seek personalized consumer engagement.
Investors and advertisers should consider the following points:
1. **Enhanced Campaign Control**: The ability to manage local linear TV and digital video from a single platform simplifies campaign execution. Buyers can leverage real-time bidding to optimize ad spend, ensuring maximum reach and impact.
2. **Streamlined Workflows**: The partnership streamlines operational processes for local TV stations, boosting their competitiveness and allowing them to respond rapidly to market demands. This could lead to more dynamic advertising opportunities in local markets.
3. **Future Growth Potential**: As the marketplace evolves, we can anticipate advanced features that will cater to unique advertiser needs, like precision audience targeting and direct access to stations. This continuous enhancement reaffirms the potential of local linear TV to capture more of the advertising pie.
In conclusion, both ITN and Magnite are laying the groundwork for a transformed advertising ecosystem. As they roll out this marketplace, applicants should align their strategies to fully leverage this evolution in advertising capabilities, ensuring they remain competitive in an increasingly digital world. Investors may also want to keep an eye on Magnite (NASDAQ: MGNI) as they benefit from this innovative growth trajectory.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
NEW YORK, Oct. 30, 2025 /PRNewswire/ -- ITN, the leader in automated activation technology for local TV, and Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, today announced the launch of the industry's first Local Linear TV Private Marketplace designed to close the programmatic gap for local broadcast.
This new functionality allows buyers to replicate digital-like workflows seamlessly, offering:
- Self-service deal ID creation
- Precision controls for geo targeting, daypart, affiliate, program, and genre
- Auto-bidding for delivery management
- Digital-like delivery dashboards
The result is a new level of flexibility, visibility, and automation for linear TV—while ensuring local stations retain full control of their inventory.
Through this collaboration, local linear TV inventory is available through Magnite's ClearLine platform, where buyers can discover, package, and activate video ad campaigns. Within Magnite's ClearLine solution, buyers can now access local linear TV and digital video programmatically in one place.
This advancement combines the scale, reach, and cultural impact of local broadcast with the efficiency, precision, and automation of digital execution, marking a major step toward the industry's long-held goal of fully independent local TV programmatic activation.
Advertisers have access to a powerful suite of capabilities that bring linear and digital video together for maximum campaign impact.
- Buyers can now activate live local linear TV alongside streaming and digital video through real-time bidding and VAST workflows—enabling a truly converged media strategy.
- Stations gain streamlined workflows that enhance their ability to operate with the speed of national networks and digital platforms.
Bid multiplier forecasting extends impression-based planning to one-to-many linear delivery, unlocking greater precision and efficiency in media activation.
In parallel, ITN—long recognized as the gold standard in TV tracking and accountability—has layered in advanced campaign management tools that give buyers digital-like control and transparency from start to finish.
"We've moved well beyond where previous programmatic linear efforts have stalled," said Todd Watson, CEO of ITN. "This launch delivers the ease, visibility, and automation that will define the future of linear TV. The difference now is that activating it is just as simple as buying digital."
"The expansion of our partnership with ITN brings programmatic buyers closer to local linear TV inventory and makes it much easier to holistically activate, manage, and measure their total video advertising investments," added Matt McLeggon, SVP of Advanced Solutions at Magnite. "Bringing valuable local linear TV inventory to ClearLine gives digital-native advertisers a more comprehensive access point to premium video supply with executional ease and efficiency."
"Today's announcement has been a long time in the making," said Jennifer Hungerbuhler, Chief Publisher Direct Officer at Dentsu. "We are now witnessing technology that has the potential to revolutionize the local TV workflow and unlock the inherent value that agencies have always seen in this medium."
Future enhancements will include advanced capabilities for spot TV, direct-to-station access, more precision audience targeting, and specialized features for key verticals such as political advertising, further cementing linear TV's place in the modern programmatic landscape.
About ITN
ITN is a tech-first company with a suite of proprietary platforms offering both managed and self-service solutions. We redefine how local TV is activated across broadcast, cable, and digital channels at the national, regional, and local levels—helping agencies operate more efficiently and deliver greater client value. ITN is bringing local TV fully into the programmatic ecosystem, unlocking revenue for suppliers, and enabling advertisers to realize the total strategic value of local TV with digital-like execution.
For more information, visit itn.tv
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.
CONTACTS:
Craig Sulema
CSulema@itnnetworks.com
Charlstie Veith
CVeith@magnite.com
SOURCE ITN
FAQ**
How does the collaboration between ITN and Magnite Inc. MGNI enhance the programmatic capabilities for advertisers seeking local linear TV inventory?
What specific features within Magnite’s ClearLine platform allow advertisers to access both local linear TV and digital video programmatically, according to the recent announcement?
In what ways does the newly launched Local Linear TV Private Marketplace aim to close the programmatic gap for local broadcast as highlighted by ITN and Magnite Inc. MGNI?
How will advanced capabilities for spot TV and more precise audience targeting impact advertising strategies for agencies using ITN and Magnite Inc. MGNI's new offerings?
**MWN-AI FAQ is based on asking OpenAI questions about Magnite Inc. (NASDAQ: MGNI).
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