Magnite, DIRECTV Advertising enhance live streaming programmatic demand

Magnite (MGNI) and DIRECTV Advertising are leveraging programmatic demand capabilities to unlock the full potential of live streaming advertising. Magnite and DIRECTV Advertising’s collaboration addresses significant advertising challenges in live streaming, from responding to unpredictable traffic volume to delivering diverse ad experiences. Earlier this year, DIRECTV Advertising announced the programmatic enablement of their satellite-connected devices. The unbridling of DIRECTV’s satellite inventory represents greater scale and access to new audiences within linear programming, high-viewership events, and live sports. There’s a clear opportunity with sports, as both viewership and traffic increase during live events, with viewership growing as much as 10X for big games. While high-profile events attract approximately 20% more net-new advertisers, about half of existing and active buyers double their bids when compared to off-peak levels. By matching programmatic demand with real-time traffic surges, DIRECTV and Magnite can effectively manage incremental supply and serve uninterrupted ads during key moments.