B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Anthony Albanese
  • Thinkerbell
  • NRL
  • Federal Election
  • Cannes Lions
  • State of Origin
  • AI
  • B&T Women in Media
  • Spotlight on Sponsors
  • ARN
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Seven West Media Implements Magnite’s New Unified Decisioning Solution For CTV
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Technology > Seven West Media Implements Magnite’s New Unified Decisioning Solution For CTV
Technology

Seven West Media Implements Magnite’s New Unified Decisioning Solution For CTV

Staff Writers
Published on: 3rd February 2021 at 9:41 AM
Staff Writers
Share
3 Min Read
Smart TV on the blue wall in living room,3d rendering
SHARE

Magnite has launched the open beta of Unified Decisioning, a solution that empowers CTV and OTT publishers to maximize yield by removing the need to manage direct sold and programmatic demand channels independently and allowing them to compete side by side.  As the TV industry transitions away from manual processes and splintered transaction channels, Magnite’s solution brings the same control and flexibility that have long existed in the direct world to the realm of programmatic media.

Unified Decisioning gives publishers the tools and controls to define when and how direct sold and programmatic demand should compete. The solution works alongside all major ad servers to ensure that the optimal ad set is chosen to consider both direct and programmatic deal priority and yield while ensuring publishers’ business rules, including frequency capping and competitive separation, are enforced.

“We’ve designed and built Unified Decisioning to address the barriers between unifying direct sold and programmatic demand with the specific needs of CTV publishers in mind,” commented Paige Bilins, Vice President of Video Product Management at Magnite. “Publishers are eager to tap into the efficiencies that programmatic provides without relinquishing the control they are used to when selling directly to buyers. Unified Decisioning enables them to do both and we’re excited to bring these capabilities to leading CTV publishers.”

Luke Smith, Head of Programmatic Sales at Seven West Media commented “The early results we’ve seen using Magnite’s Unified Decisioning to ensure optimal delivery of direct and programmatic demand have been promising. We’ve set ourselves the goal of improving the value for advertisers and audiences and are so far pleased with the ability to apply complex business rules and see the valuable data and analytics in real-time.

Magnite has been a long-trusted partner and has a history of delivering innovative solutions to support our continued growth. We look forward to continuing that partnership with the use of the Unified Decisioning across our BVOD business,” said Smith.

Unified Decisioning brings benefits to the demand side as well. Programmatic buyers and brands will have greater insight into available inventory and have an equal opportunity to compete for premium video content. As an independent solution, Unified Decisioning is ad server agnostic and has no conflicting demand agenda.

“As connected TV becomes a more significant part of advertisers’ media plans, we applaud Magnite for instituting Unified Decisioning that unlocks more premium video inventory and deeper insights into available supply,” said Jon Tabak, General Manager, Strategic Partnerships, The Trade Desk. “The industry continues to grow together to make the TV marketplace more transparent and efficient for buyers and sellers amidst the generational shift of consumers from linear TV to CTV.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Seven West Media
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Diversity Council Australia Celebrate Its 40th Birthday With New Brand Identity
23/06/2025
The B&T Awards Are Back!
23/06/2025
Cannes Lions Investigating Grand Prix Win Amid Claims Of Manipulated Submission
23/06/2025
Carat & The South Australian Tourism Commission Continue Their partnership With ‘The Simple Pleasures Guide To Winter
23/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?