Magnite and Spectrum Reach have joined forces to enhance programmatic advertising access, as announced in a recent press release. Magnite, known as the world’s largest independent sell-side advertising company, and Spectrum Reach, the advertising sales business of Charter Communications, have expanded their partnership to provide improved programmatic ad-buying access across Spectrum Reach’s wide range of premium linear and streaming television inventory.
This collaboration allows Spectrum Reach to utilize Magnite’s technology to deliver targeted ads in a programmatic and privacy-focused manner to consumers using the Spectrum TV App. The Spectrum TV App is highly rated and is the most viewed streaming service in the U.S. on an hours-per-household basis. With this agreement, ad buyers can now bid on individual impression opportunities available on the app in real-time, along with centralized planning and frequency management capabilities across linear and digital platforms.
Dan Callahan, Group Vice President of National Sales for Spectrum Reach, expressed excitement about the partnership with Magnite, stating that it will help clients unlock the full reach and capabilities of programmatic advertising. The expanded capabilities provided by Magnite will enable Spectrum Reach to create enhanced revenue opportunities and ensure that ad buyers benefit from greater efficiencies and targeting capabilities.
The partnership between Magnite and Spectrum Reach will also benefit ad-buying agencies by driving media effectiveness for their clients. David Nyurenburg at Rain the Growth Agency highlighted the value of dynamic ad insertion into linear content, emphasizing Spectrum Reach’s transparency and detailed data signals that help fine-tune campaign strategies for improved performance and client satisfaction.
Magnite, being a pioneer in the programmatic space, is dedicated to advancing the growth of automated advertising access across all TV consumption environments. Matt McLeggon, Senior Vice President of Advanced Solutions at Magnite, expressed pleasure in bringing expanded Spectrum Reach streaming access to programmatic buyers and introducing advanced programmatic capabilities to traditional television.
In conclusion, this partnership between Magnite and Spectrum Reach marks a significant step towards enhancing programmatic advertising access and providing advanced capabilities to ad buyers in the ever-evolving digital advertising landscape. The collaboration aims to drive increased efficiencies, targeting capabilities, and revenue opportunities for both parties involved, ultimately benefiting clients and consumers alike.