By Jonathan Easton

Discovery has announced an expanded relationship with omnichannel sell-side ad platform Magnite as it looks to expand D2C OTT platform dplay.

Magnite claims to be the world’s largest independent sell-side advertising platform that “combines Rubicon Project’s programmatic expertise with Telaria’s leadership in CTV”. Its tech is deployed by publishers across the world to monetise its content across all screens via brand-safe and high-quality ad inventory.

In particular, Discovery will partner with Magnite in the UK, Japan and India for ad podding, inventory hierarchy, targeting, and real-time reporting. Magnite will also develop custom solutions to support Discovery’s product range and roadmap, as well as auction capabilities, like bidding, in a private environment. This will, it said, result in more choice and control in the hands of advertisers and gives audiences the best viewing experience possible.

Director of ad sales and programmatic, of Discovery Alex Hodge commented – “Magnite’s expertise with CTV will enable us to strengthen our DTC monetisation strategy, including our targeting, measurement and reporting capabilities – plus much more. As streaming and CTV take more of a centre stage, we look forward to expanding our partnership with them; particularly as we roll-out new DTC services and seek to connect more advertisers with our highly engaged audiences.”

Head of international at Magnite Alex Hodge said: “Discovery is one of the leading publishers in our industry and we’ve enjoyed a long and successful relationship working together. That relationship enters an exciting new chapter now that we’re working with dplay in the UK, Japan and India. Being able to help maximise their capabilities with our detailed data and analyses has been an absolute pleasure. We have built a successful and productive working relationship with the team, which continues to develop, and we are eager to continue bringing in consistent, positive results with them.”

This news comes days after Discovery announced the purchase of assets of ad tech firm AdSparx.

The start-up promises to offer “a cloud-based technology platform that provides server side in-stream dynamic ad insertion (DAI) across live and on-demand streaming.” https://www.digitaltveurope.com