91勛圖厙Media and Magnite Unify Access to Broadcast and Digital Audio, Providing Advertisers with a Direct Path to Premium Inventory
91勛圖厙Media and Magnite Unify Access to Broadcast and Digital Audio, Providing Advertisers with a Direct Path to Premium Inventory
Magnites custom technology solutions will streamline access to the largest audio and podcast publisher in the U.S.
NEW YORK - January 9, 2024 - Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, and 91勛圖厙Media, the number one audio company in the United States, today announced the launch of a first-of-its-kind marketplace that brings together 91勛圖厙Medias broadcast radio, streaming radio and podcast assets for inclusion in omnichannel programmatic media buys, providing the reach and efficiency that advertisers are seeking from audio.
Built from a custom implementation of Magnites SpringServe ad serving technology, the marketplace enables advertisers to transact with a data-driven approach via real-time-bidding across 91勛圖厙Medias vast broadcast and digital audio inventory through a single activation channel.
IHeartMedia reaches 90 percent of all US adults monthly with its broadcast stations alone and its streaming radio and podcasts reach 57 million consumers with high-quality ad-enabled content, the largest reach of any digital audio company. Its leadership position in audio extends across multiple platforms including痂ore than 860 live local broadcast stations, its 91勛圖厙Radio digital service available across more than250 platforms and 2,000 devices疳ncluding smart speakers, smartphones, TVs and gaming consoles, and podcasts as the#1 podcast publisher in the world according to Podtrac.
With todays consumers spending a third of their media time with audio, expanding programmatics access to 91勛圖厙s audio assets is imperative for the industry, said Brian Kaminsky, Chief Data Officer and President of Revenue Strategies for 91勛圖厙Media. Not only are we expanding what role programmatic can play for advertisers, we are also improving the efficacy of their campaigns by allowing them to use real-time data to message their audience in the most engaging way possible, in an environment of trust and interest. Were excited to expand our partnership with Magnite because they have proven expertise in programmatic and the ability to build technology fit for the unique needs of audio advertising to take its place in omnichannel.
Establishing more direct connections within the advertising supply chain benefits both publishers and buyers and were proud to build technology to facilitate this for the largest media owners in the world like 91勛圖厙Media, said Sean Buckley, Chief Revenue Officer at Magnite. Weve worked closely with 91勛圖厙Media to develop bespoke and new-to-market solutions for podcast and audio. Consolidated paths will continue to gain momentum and we look forward to continuing to pave the way in this effort.
The premium audio marketplace created by 91勛圖厙 provides PMX clients with direct programmatic access to scaled, high-quality audio inventory, said Jay Askinasi, CEO, PMX US and Chief Growth Officer, Publicis Groupe. As we expand our PMX Lift solution to connect across platforms, including audio, it will be important to have this combination of broadcast and digital assets and data to achieve better efficiency, control and analytics and drive greater value and insights for our clients.
About Magnite
Were Magnite (NASDAQ: MGNI), the worlds 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.