ITN and Magnite Empower Advertisers with Programmatic Access to Local Linear TV through New Private Marketplace

Core Insights - ITN and Magnite have launched the first Local Linear TV Private Marketplace, aiming to bridge the programmatic gap for local broadcast [1][3] - This initiative allows buyers to utilize digital-like workflows for local linear TV, enhancing flexibility, visibility, and automation while maintaining local stations' control over their inventory [1][3] Group 1: Collaboration and Technology - Local linear TV inventory is now accessible through Magnite's ClearLine platform, enabling buyers to discover, package, and activate video ad campaigns in one place [2] - The integration of local broadcast's scale and cultural impact with digital execution's efficiency marks a significant advancement towards independent local TV programmatic activation [3][4] - Future enhancements will include advanced capabilities for spot TV, direct-to-station access, and precision audience targeting, solidifying linear TV's role in the programmatic landscape [5] Group 2: Features and Benefits - Bid multiplier forecasting allows for impression-based planning in linear delivery, improving precision and efficiency in media activation [4] - ITN has introduced advanced campaign management tools that provide buyers with digital-like control and transparency throughout the campaign process [4][6] - Buyers can now activate live local linear TV alongside streaming and digital video through real-time bidding, creating a converged media strategy [7] Group 3: Company Profiles - ITN is recognized for its automated activation technology and aims to redefine local TV activation across various channels, enhancing operational efficiency for agencies [8] - Magnite, as the largest independent sell-side advertising company, provides technology for publishers to monetize content across multiple formats, ensuring access to high-quality ad inventory [9]