Magnite's ClearLine Equips Cross Screen Media with the Tools to Maximize Voter Reach
MWN-AI** Summary
Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, has announced an expanded partnership with Cross Screen Media following a successful collaboration during the 2024 election cycle. This partnership harnesses ClearLine, Magnite's self-service buying solution, to enhance voter outreach and optimize advertising spend for political campaigns. By employing ClearLine, Cross Screen Media eliminated intermediaries, allowing campaigns to directly allocate resources towards impactful media while achieving significant voter reach.
During a critical two-week period in October 2024, ClearLine was utilized alongside existing Digital Supply Platforms (DSPs) and linear TV schedules, resulting in notable improvements in campaign effectiveness. Cross Screen Media’s measurement tools revealed that ClearLine achieved a 4% incremental reach over other digital and TV components and an impressive 8% over DSPs, illustrating its capability to enhance voter engagement substantially.
Chauncey Southworth, the CEO of Cross Screen Media, stressed the importance of targeting swing voters effectively, emphasizing ClearLine's role in establishing a more direct connection between ad spending and voter interactions. This streamlined approach supports immediate adjustments to budgets, ad creatives, and targeting, all crucial in the fast-evolving political landscape.
Erik Brydges, Head of Political Demand at Magnite, reinforced the significance of ClearLine in offering advertisers innovative, efficient, and measurable ways to connect with voters. As Connected TV (CTV) continues to grow in advertising spend, ClearLine represents a pivotal shift in how political campaigns transact, ensuring they can reach more potential voters effectively.
Founded in 2017, Cross Screen Media specializes in advertising technology for political campaigns, underscoring the importance of direct access to CTV inventory in maximizing voter outreach during elections.
MWN-AI** Analysis
Magnite's recent partnership expansion with Cross Screen Media to enhance voter outreach through ClearLine represents a pivotal moment for political advertisers. As election cycles become increasingly competitive, campaigns require tools that ensure they reach the right audiences efficiently and effectively. The reported success of ClearLine in the 2024 elections, demonstrating 4% and 8% incremental reach compared to traditional advertising methods, underscores the platform's potential to redefine political advertising strategies.
For investors considering Magnite (NASDAQ: MGNI), this expanded partnership signals multiple growth avenues. As political budgets intensify and the demand for effective messaging heightens, Magnite stands to benefit significantly from the increased expenditure in connected TV (CTV) advertising. The company's approach to eliminate intermediaries allows campaigns to direct more funds towards impactful media, which is crucial in a landscape where swing voters are often unreachable through conventional channels.
Moreover, the growth of CTV advertising—expected to capture a larger share of political ad budgets—positions Magnite strategically within the evolving ads ecosystem. The ability of ClearLine to adapt to rapid changes in market conditions reflects an agile solution that can meet the pressing needs of political advertisers. This responsiveness is vital in a field where campaigns can pivot quickly based on polling data or emerging issues.
In light of these developments, investors are advised to watch for Magnite’s upcoming earnings reports and guidance, which are likely to reflect the benefits of this partnership. Given the increasing importance of efficient voter outreach and data-driven advertising strategies in politics, Magnite could emerge as a key player in this lucrative sector. Long-term investors might find value in this stock as CTV continues to reshape advertising dynamics in both political and commercial realms.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
WASHINGTON, March 19, 2025 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, announced an expanded partnership with Cross Screen Media following a successful 2024 election cycle. The adoption of ClearLine, Magnite’s self-service buying solution, helped Cross Screen Media bypass middlemen, put more spend toward working media, and drive incremental voter reach.
In a 2024 statewide race, ClearLine was used in parallel with two DSPs and a linear TV schedule. Cross Screen Media’s measurement solution found that over a two-week period in October, ClearLine drove 4% incremental reach beyond the other digital and TV components, and 8% incremental reach beyond the DSPs alone.
“It’s the job of every political advertiser to identify the voters that will swing an election and ensure your message is reaching them,” said Chauncey Southworth, CEO of Cross Screen Media. “Adding ClearLine removes intermediaries, creates a more direct line between campaign ad dollars and voters, and in combination with our cross-screen measurement solution, drives incremental reach that can be the difference in an election.”
Founded in 2017, Cross Screen Media offers advertising technology built for politics, empowering agencies and their campaigns to win elections through data-driven media planning, activation, and measurement. With 40% of swing voters nationwide unreachable via linear TV, and elections often decided by fractions of a percent, direct avenues to CTV inventory are crucial to ensuring advertisers can maximize reach amongst likely voters. The fast-paced nature of politics means buyers need a responsive platform that makes it easy to adjust budgets, creatives, and targeting in an instant. Magnite’s ClearLine delivers on this by streamlining the buying process, establishing a more direct and efficient route to premium inventory, and significantly increasing spend allocated toward working media.
“The savviest political advertisers are always seeking innovative, highly efficient, and measurable ways to connect with voters,” said Erik Brydges, Head of Political Demand at Magnite. “ClearLine helps Cross Screen Media and their agency customers accomplish this goal, and represents the future of how we believe CTV will be transacted. As CTV's share of spend continues to grow, executing budgets directly within the supply side tech ecosystem provides immediate advantages to political campaigns.”
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.
About Cross Screen Media
Cross Screen Media is a leading CTV activation managed service for political and public affairs agencies, built on a proprietary technology platform that enables advertisers to plan and measure local advertising across Connected TV and audience-driven Linear TV. We seamlessly fit into existing workflows to help agencies scale, differentiate and deliver high-impact campaigns for their clients.
Media Contact:
Megan Hughes
mhughes@magnite.com
FAQ**
How does Magnite's partnership with Cross Screen Media enhance the effectiveness of advertising compared to past collaborations, particularly regarding performance metrics associated with the Rubicon Project RUBI?
In what ways does the ClearLine solution differ from previous methods used in the Rubicon Project RUBI when it comes to facilitating direct connections between political advertisers and voters?
Given the successes reported from the 2024 election cycle, what specific strategies does Magnite plan to implement to increase adoption of the ClearLine solution compared to features previously associated with the Rubicon Project RUBI?
How does the growth of CTV as a primary advertising medium affect the competitive landscape for companies like Magnite and Cross Screen Media, especially in relation to the performance of the Rubicon Project RUBI?
**MWN-AI FAQ is based on asking OpenAI questions about Magnite Inc. (NASDAQ: MGNI).
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