Magnite, the largest independent sell-side advertising company, has launched the next generation of its SpringServe video platform, combining its award-winning ad server with the programmatic strength of the Magnite Streaming SSP.
The upgraded CTV/OTT solution is designed to meet the evolving needs of premium streaming clients, with early adopters being Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery.
According to Jounce Media’s March 2025 Supply Path Benchmarking Report, the unified platform connects buyers to 99% of US streaming supply on a dollar-weighted basis. Media owners will benefit from enhanced tools for streamlined workflows and smarter yield optimisation.
“As the CTV space matures, there’s a significant opportunity to enhance the advertising process for media owners and buyers,” said Sean Buckley, President, Revenue at Magnite. “We’re building this next generation of SpringServe specifically to help our clients and partners stay ahead of these emerging opportunities.
“By unifying the programmatic layer as a complementary step in the buying process, not only does it give buyers greater transparency, predictability, and control over their ad placements, but it lays the foundation for more effective monetisation and yield management for media owners.”
Jamie Power, SVP, Addressable Sales at Disney, added: “Disney continues to expand our global streaming footprint in collaboration with Magnite—unlocking more premium inventory and making it even easier for advertisers to access our portfolio at scale. Together, we’re advancing a shared vision for innovation—one that prioritises automation, flexibility, and smarter tools to help our partners drive meaningful impact in the live streaming space.”
Other major media players also praised the platform’s capabilities.
“Controlling demand sources and optimising ad placements in real time is essential to our strategy,” said Kelly McMahon, SVP of Operations at LG Ad Solutions. “SpringServe gives us the power to orchestrate everything in one platform—balancing programmatic demand and direct deals more effectively, without compromising the viewer experience.”
Christopher Owen, SVP, Partnerships at Paramount, said: “Working with valuable partners like Magnite has enabled Paramount to further optimise our programmatic demand sources, driving greater efficiency and performance while preserving a seamless viewing experience for our audiences.”
“Together with Magnite, we can create more opportunities for advertisers that offer platform transparency and flexibility across monetisation, demand access, and user experience optimisation,” said Jay Askinasi, SVP of Global Media Revenue and Growth at Roku.
Jill Steinhauser, SVP Revenue Strategy and Operations at Warner Bros. Discovery, added: “Our long-standing partnership with Magnite has been instrumental in shaping our video monetisation strategy, and we’re excited to partner with Magnite as they advance the SpringServe video platform.”
On the buy-side, agencies and tech companies welcomed the launch as a step forward for the industry.
Will Doherty, SVP of Inventory Development at The Trade Desk, said: “Magnite helps fuel the premium, open internet… the next generation of SpringServe is accretive to advertisers and publishers and most importantly – so consumers can continue to enjoy the content we all love like CTV, journalism and more.”
Key updates to the SpringServe platform include:
- Intelligent ad decisioning and dynamic mediation
- Automated ad routing to top-performing channels
- Centralised deal management for direct and programmatic demand
- Integrated access to first- and third-party data
- A refreshed UI with enhanced reporting for ad ops teams
CONTINUE READING
Related Articles
Here’s a selection of additional articles that may interest you. If there are industry news items, opinions or learning resources you’d like to see here, let us know.
