Magnite, the independent sell-side advertising company, has scaled its global live-streaming advertising business as demand for programmatic access to major live events grows.
As media owners prepare for the upcoming AFL and NRL Grand Finals and the return of NFL season, Magnite is scaling a global ecosystem for live, built on a foundation of verified, event-level transparency for the industry’s biggest live moments.
Magnite’s Live Scheduler allows media owners to signal upcoming live events well in advance. It gives buyers the foresight needed to plan and execute campaigns with verified live inventory, so they can reach engaged audiences when key moments happen.
Since launching Live Scheduler last November, 37 media owners globally have utilised the technology to schedule and monetise over 4,000 live events, including high-stakes broadcasts like the FIFA World Cup, NFL Monday Night Football, and the NHL Playoffs, as well as major cultural moments including the Academy Awards.
“Across our extensive sports footprint, live sport represents an increasingly important part of Seven’s premium streaming offering. Working with Magnite enables us to deliver greater value through programmatic access, creating compelling opportunities that attract advertiser investment across our entire live portfolio year-round,” said Southern Cross Media Group director of sales, TV & streaming Katie Finney.
“Magnite continues to deliver innovative solutions that support our ability to optimise and monetise premium live inventory, “ said SBS senior programmatic manager Deborah Sadler.
“As we look to build on opportunities around major live events like the World Cup, we’re excited by the potential of Magnite’s evolving live capabilities to help us unlock even greater value from these moments.”
From January to July, Magnite has seen a 56 per cent year over year increase in global live sports ad spend, with over 5,800 advertisers spending on live sports inventory that did not spend in the year prior.
Magnite’s live strength is underpinned by several key capabilities designed to drive seamless monetisation:
Precision activation: Magnite supports sport-specific, daypart-aligned, high-priority line items, backed by pacing algorithms built to ensure smooth delivery.
Infrastructure built for viewership spikes: Live Stream Acceleration(LSA) automates traffic distribution and decisioning during live viewer surges, managing performance and optimisation challenges.
Access via programmatic or agentic workflows: Buyers can access Magnite’s live ecosystem via programmatic channels or discover relevant live events for advertisers through agentic buying workflows via Magnite’s Buyer Agent.
“Magnite is making it easier for media owners to bring that inventory to market with greater transparency while enabling buyers to identify and activate verified live opportunities with confidence. We’re committed to fine-tuning our infrastructure so that it helps both sides capture more value from live streaming,” said Magnite SVP head of JAPAC Juliette Stead.
