Maya Robertson
Magnite is rolling out a consolidated version of its SpringServe platform, integrating its streaming ad server and sell-side platform (SSP) into a single, cohesive solution. This move aims to simplify the programmatic advertising process across connected TV (CTV) and over-the-top (OTT) streaming environments.
The unified platform is currently entering a new phase of beta testing with key clients such as Disney Advertising, Paramount, Roku, LG Ad Solutions, Samsung, and Warner Bros. Discovery. A broader rollout is expected in early to midsummer.
The reengineered SpringServe platform combines the capabilities of Magnite Streaming—its programmatic SSP born from earlier Magnite CTV and SpotX technologies—and the SpringServe ad server, which Magnite acquired in 2021. The integration reflects growing demand from clients for a streamlined interface that reduces operational friction and enhances transparency in the ad-buying process.
The new system allows advertisers and media owners to operate within one environment rather than toggling between separate platforms. This consolidation offers features such as centralized deal management, intelligent ad decisioning, dynamic mediation, and integrated access to both first- and third-party data. These tools are designed to maximize yield and improve workflow efficiency for media owners while offering more control and visibility to advertisers.
According to Magnite, the unified platform connects buyers to 99% of the U.S. streaming supply—a figure backed by Jounce Media’s recent benchmarking report. By simplifying access to inventory and streamlining operations, Magnite aims to lower the barriers between demand and supply in the increasingly complex CTV landscape.
The platform also introduces new functionalities like automated ad routing and improved pacing, features that early clients say contribute to better performance without sacrificing the viewer experience. Additionally, future updates are expected to incorporate capabilities in areas such as purchase intelligence, forecasting, and livestream monetization.
Magnite executives describe this merger as a response to shifting industry needs, where transparency, automation, and actionable insights are essential for media buyers and sellers alike. As the CTV ad market grows, the unified SpringServe platform represents Magnite’s attempt to consolidate its offerings and stay aligned with the demands of an evolving digital advertising ecosystem.
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