Magnite and Playwire Partner to Scale High-Impact Ad Formats Through Programmatic Channels

Core Insights - Magnite and Playwire have formed a strategic partnership to offer Playwire's Flex Suite creative formats exclusively through Magnite, enhancing programmatic advertising capabilities [1][2] - The collaboration aims to bridge the gap between advertisers and publishers, ensuring more advertising dollars reach publishers directly and supporting the sustainability of ad-supported content [3] Company Overview - Magnite is the largest independent sell-side advertising company, providing technology for publishers to monetize content across various formats including CTV, online video, display, and audio [5] - Playwire specializes in ad monetization for digital publishers, utilizing proprietary technology to enhance revenue through high-impact ad formats [6] Partnership Details - The partnership allows advertisers to programmatically access Playwire's high-impact ad formats, such as Flex Video, Flex Skin, and Flex Rail, across a network of pre-certified publishers [2] - Playwire's Flex Suite includes large-format mobile video, custom skin placements, and expandable mobile units, all designed to provide engaging user experiences across devices [4] Industry Impact - This collaboration is expected to change the perception of programmatic display advertising by offering innovative ad formats that go beyond traditional banner ads, thus improving performance for advertisers [4]