Magnite, the world’s largest independent sell-side advertising platform, and GroupM, announced exceptional initial results for GroupM’s Premium Marketplace. The exclusive integrations have enabled GroupM clients to maximize the value of their omnichannel buys and the proportion of working media for publishers. As a result, a series of top-tier media owners are now participating in the offering several months after its launch.
Magnite and SpringServe’s sophisticated technology, which underpins the GroupM Premium Marketplace, provides advanced inventory access and direct connections into the publisher. The marketplace has enabled clients to achieve greater value, transparency and insights into their buys. AMC Networks, LG Ads and Univision, among others, have already benefited from the simplicity the Marketplace offers, with bids through the Premium Marketplace yielding high win rates on broadcast supply. Additionally, the iSpotCTV verification standards will be enabled through the GroupM Premium Marketplace exclusively through Magnite.
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“With GroupM Premium Marketplace, we have seen a noticeable increase in win rates through Magnite when compared to the same inventory in other supply paths. This allows us to better scale across our campaigns,” says Esra Bacher, Managing Partner, Programmatic Investment Lead at GroupM. “With the additional level of insights we’ve been able to gain within the Premium Marketplace, we’re now able to more clearly understand where and how bids are competing, and better prioritize our demand.”
“GroupM’s Premium Marketplace has been proven to generate meaningful results for its clients and delivers greater control and transparency into supply and demand leads, which are critical to programmatic success,” said Sean Buckley, Chief Revenue Officer at Magnite. “We’re encouraged by adoption thus far and look forward to seeing continued exceptional results as we work with GroupM and continue scaling.”
Magnite and GroupM are pleased to garner the support of media owners:
“We have curated exclusive ad-supported channels on a wide variety of leading platforms, programmed with our high-quality and popular original content. Our integration with the GroupM Premium Marketplace provides programmatic access to our valuable and engaged viewers,” said Evan Adlman, Senior Vice President of Advanced Advertising and Digital Partnerships for AMC Networks. “AMC has had a programmatic first approach for years, so the GroupM Premium Marketplace’s partnership promotes and enables direct access to all of our distinctive content through a programmatic transaction without compromising scale for GroupM’s clients.”