DIRECTV Advertising and Magnite Enhance Live Streaming Programmatic Demand During Peak Viewing Events

Core Insights - DIRECTV Advertising and Magnite are collaborating to enhance live streaming advertising capabilities, addressing challenges such as unpredictable traffic and diverse ad experiences [1][2] - The programmatic enablement of DIRECTV's satellite-connected devices allows for greater scale and access to new audiences, particularly during high-viewership events and live sports [2][3] - DIRECTV has launched MySports, a tailored bundle aimed at sports fans, reinforcing its position as a leader in live sports broadcasting [3] Advertising Opportunities - Live inventory purchasing has been simplified for advertisers, with access to rich content metadata signals enhancing transparency and ad relevance [4] - DIRECTV is expanding its premium TV supply, providing marketers with additional live sports inventory through Magnite's platform [4][5] - The collaboration aims to optimize programmatic advertising in live CTV environments, driving better outcomes for advertisers while maintaining a quality viewing experience for consumers [5] Company Background - Magnite is the largest independent sell-side advertising company, facilitating monetization across various formats including CTV, online video, display, and audio [6] - DIRECTV Advertising specializes in audience-based, digital media solutions, leveraging decades of experience to optimize campaign impact and insights [7]