ITN and Magnite Launch First Programmatic Solution for Local Linear TV in the US Market
MWN-AI** Summary
On May 8, 2025, ITN, a pioneer in automated local TV advertising, and Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, announced the launch of the first programmatic solution for local linear TV advertising in the U.S. This innovative collaboration is set to reshape how advertisers manage local TV campaigns, facilitating the purchase of live linear ads from local stations through programmatic channels for the very first time.
With the local TV advertising market projected to reach $21 billion this year, the partnership aims to streamline access to live local inventory amid increasing demand from advertisers. ITN's platform, which encompasses a broad network of 75 broadcast ownership groups and over 1,100 stations, converts traditional local linear ad supply into biddable impressions, integrated with Magnite's SpringServe ad server. This integration enhances the ad buying experience by combining local linear TV with digital automation.
Notable features include real-time bidding capabilities and workflows that allow seamless acquisition of local linear TV ads alongside streaming and online video buys. The platform offers advertisers scalable reach to local audiences while simplifying the activation process, making linear TV more competitive against online alternatives.
Todd Watson, CEO of ITN, emphasized the significance of this collaboration in modernizing local TV advertising, while Matt McLeggon, SVP of Advanced Solutions at Magnite, highlighted the added value of connecting with previously unreachable audiences through programmatic linear TV. Initial tests with Fox television stations have demonstrated the efficacy of this new programmatic approach, paving the way for a transformed media landscape where local TV can effectively compete with digital formats.
For further inquiries about leveraging this technology, interested parties can reach out to Craig Sulema at ITN.
MWN-AI** Analysis
The recent collaboration between ITN and Magnite, which has launched the first programmatic solution for local linear TV advertising in the U.S. market, indicates a significant evolution in how local TV advertising is managed and optimized. As the local TV advertising sector is poised to approach $21 billion this year, this partnership presents an enticing opportunity for advertisers looking to maximize their reach and effectiveness.
The key benefits of this programmatic solution include real-time bidding capabilities, a seamless workflow, and access to an extensive inventory of local TV stations through ITN's network of over 1,100 stations. This allows advertisers to buy local linear TV inventory with the same ease as digital media, thereby fostering greater integration in media planning.
Investors and advertisers should note that this automated approach not only enhances accessibility but also capitalizes on the growing demand for live local content. With the integration of linear TV into the digital buying ecosystem, a broader array of advertiser needs can be met, including the ability to reach key demographics that traditional digital channels may overlook.
For companies in the advertising space, the integration of ITN’s technology with Magnite’s capabilities could be a game changer, potentially increasing competition among local TV stations. This may lead to more competitive pricing and innovative advertising solutions for clients. Advertisers should consider this new tool as a viable component of their media strategies, allowing them to optimize their campaigns by including local TV alongside online and streaming alternatives.
In summary, with an anticipated growth trajectory in local TV advertising and the advent of programmatic solutions, stakeholders should closely monitor this development. Adopting this technology can significantly enhance campaign effectiveness and improve overall media reach, ultimately driving better ROI for advertising investments.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
NEW YORK , May 8, 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 a breakthrough collaboration to modernize the execution of local TV advertising, enabling advertisers to transact live linear ads from local TV stations programmatically for the first time.
The local TV advertising market is expected to reach $21 billion in the US this year. As advertiser demand for live local inventory rises, ITN and Magnite are making local TV supply easier to buy.
This collaboration builds on the successful launch of ITN's local linear SSP in late 2024. 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.
The integration supports:
- Real-time bidding and VAST workflows that allow 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. While most programmatic platforms focus on individual ad targeting, Magnite's SpringServe platform also supports linear TV delivery, allowing 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.
"Programmatic linear TV is finally happening," said Todd Watson , CEO of ITN. "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," Watson said. "This collaboration changes all that."
Said Matt McLeggon , SVP, Advanced Solutions at Magnite: "Local linear TV represents massive incremental reach and scale for digital advertisers – and it's a very valuable way for them to connect with audiences they may be missing. Our collaboration with ITN marries linear-focused technology with programmatic efficiency to create an ideal TV ad buying experience."
Multiple Fox television stations successfully tested programmatic transactions of ITN-supplied inventory.
"As we navigate a new era of selling video impressions, it is imperative to collaborate with those who share our forward-thinking mindset. Being the first station group to participate in programmatic transactions of ITN-supplied inventory reflects that commitment," said Tom Fleming , SVP of Sales, Fox Television Stations. "We understand the unique value our audience delivers to marketers—but we also recognize the need to make that value easier to access and act on. This platform gives our clients a streamlined, digital-like buying experience that helps us compete more effectively in today's media landscape."
If you are interested in leveraging this technology for your station or advertiser, please contact: Craig Sulema at CSulema@ITNNetworks.com
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.
Our proprietary platforms leverage advanced technology for data organization, analytics, automation, and optimization connecting marketers with key consumers through both linear and digital video. This tech-powered platform portfolio unlocks the full strategic value of local TV—whether self-managed or closely supported, depending on the platform.
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.
Media contact:
Charlstie Veith
CVeith@magnite.com
SOURCE ITN
FAQ**
How will the collaboration between ITN and Magnite Inc. MGNI impact the efficiency and cost-effectiveness of local TV advertising for advertisers entering the programmatic space?
What specific advantages does Magnite Inc. MGNI's SpringServe platform provide in terms of real-time bidding for local linear TV compared to traditional methods?
Can you share any data on the success of the pilot program with Fox television stations and how it may influence investor confidence in ITN and Magnite Inc. MGNI's long-term growth potential?
How do ITN and Magnite Inc. MGNI plan to differentiate their programmatic solution in a competitive landscape dominated by digital platforms?
**MWN-AI FAQ is based on asking OpenAI questions about Magnite Inc. (NASDAQ: MGNI).
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