#ITN #Magnite #Private Marketplace

ITN and Magnite Revolutionize Local TV Advertising

In an industry-first move, ITN, a frontrunner in automated activation technology for local television, has teamed up with Magnite, the leading independent sell-side advertising platform, to launch a Local Linear TV Private Marketplace. This innovative solution is set to transform local broadcast advertising by bridging the gap between traditional television and modern programmatic systems.

Bridging the Programmatic Gap

The introduction of this Private Marketplace allows advertisers to seamlessly replicate digital advertising workflows that they are accustomed to in the online space. Key features include:
1. Self-Service Deal ID Creation: Advertisers can create their own deal IDs, enabling targeted advertising campaigns.
2. Precision Geo-Targeting: Enhanced controls for targeting specific regions, times, and program types.
3. Auto-Bidding for Delivery Management: Automated bid management to optimize ad placements.
4. Digital-Like Delivery Dashboards: Comprehensive dashboards that provide insights similar to digital platforms, ensuring transparency and usability.

Flexibility and Control for Local Stations

This strategic alliance aims to empower local TV stations by giving them full control over their ad inventory while offering advertisers unprecedented flexibility and visibility. By integrating local linear TV inventory into Magnite's ClearLine platform, advertisers can discover, package, and execute comprehensive video ad campaigns combining both linear and digital video.

The Future of Advertising Strategy

The convergence of local linear TV and digital platforms will enable real-time bidding and VAST workflows, establishing a unified media strategy that enhances the advertising impact. As stations adopt these streamlined workflows, they can compete effectively against both national networks and digital platforms, increasing their agility and responsiveness.

Incorporating bid multiplier forecasting extends the traditional impression-based planning to a broader audience in the linear space, thereby enhancing precision in media activation. This allows local broadcasters to strategically engage,