Blitz Gaming analytics platform selects Magnite

Magnite, the largest independent sell-side advertising company, this week announced that Blitz, a premier gaming analytics platform, has selected it as their preferred supply-side platform (SSP). This strategic partnership, revealed yesterday, aims to streamline Blitz's programmatic advertising strategy and provide advertisers with more efficient access to its diverse audience of gamers worldwide.

According to Magnite, this partnership builds upon a successful collaboration that has already yielded significant results. In the first half of 2024, Blitz experienced a triple-digit percentage growth in gross revenue through Magnite's DV+ SSP. This impressive performance has led Blitz to consolidate all of its programmatic deals through Magnite, a decision that is expected to simplify the process for advertisers seeking to reach Blitz's omnichannel inventory, which includes both display and video advertising formats.

Blitz has established itself as a leading analytics platform in the gaming industry, offering real-time insights, statistics, and improvement tools for gamers. The platform caters to millions of engaged users across the globe, with a particularly strong presence in the United States, Canada, United Kingdom, Australia, South Korea, Japan, Brazil, and Germany. Blitz's services are tailored to enhance the in-game experience for popular titles such as Fortnite, League of Legends, and Valorant.

One of the key strengths of Blitz's platform is its diverse user base. According to an analysis conducted by Jounce Media, which examined bid request volume, Blitz ranks as the number one source of diverse-owned media. This diversity spans various demographics, including age groups, ethnicities, household incomes, and other key factors, making Blitz an attractive option for advertisers looking to reach a broad and engaged gaming audience.

Eddie Lee, VP of Revenue Operations at Blitz, emphasized the importance of this partnership in improving the company's advertising monetization strategy. Lee noted that Magnite has played a crucial role in helping Blitz grow its revenue while maintaining an excellent user experience for the millions of gamers who use the platform daily. The collaboration with Magnite allows Blitz to focus more on developing its core products and servicing gamers, while Magnite handles the complexities of programmatic advertising.

Ashley Wheeler, SVP of DV+ Platform at Magnite, highlighted the unique opportunity that Blitz presents to advertisers. Wheeler pointed out that advertisers are constantly seeking ways to reach highly engaged audiences, and Blitz offers this through its distinctive inventory within immersive gaming environments. The global reach of Blitz, combined with its diverse and engaged user base, provides advertisers with unparalleled opportunities to connect with gaming audiences.

The partnership between Magnite and Blitz comes at a time when the gaming industry is experiencing significant growth and attracting increased attention from advertisers. The interactive nature of gaming platforms offers unique opportunities for brands to engage with consumers in ways that traditional media cannot match. By centralizing Blitz's programmatic deals, Magnite is positioning itself to capitalize on this trend and potentially attract a wider range of advertisers to the gaming platform.

As the largest independent sell-side advertising company, Magnite brings considerable expertise and resources to this partnership. The company's technology is used by publishers to monetize their content across various screens and formats, including Connected TV (CTV), online video, display, and audio. Magnite's platform is trusted by leading agencies and brands to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month.

The decision to centralize all programmatic deals through a single SSP is a significant move in the digital advertising landscape. This approach can offer several advantages, including simplified workflows, improved inventory management, and potentially better yield optimization. For advertisers, dealing with a single SSP can streamline the buying process and potentially lead to more efficient campaign management.

Blitz's platform, which offers overlays, performance insights, and stats for popular games, has amassed over 10 million active users. This substantial user base, combined with the platform's focus on enhancing player performance and gaming experience, creates a unique advertising environment. Advertisers can potentially reach gamers who are actively engaged in improving their skills and deeply invested in their gaming experiences.

The collaboration between Magnite and Blitz also highlights the growing sophistication of advertising within the gaming ecosystem. As gaming continues to evolve as a major form of entertainment and social interaction, particularly among younger demographics, it presents new challenges and opportunities for advertisers. Partnerships like this one aim to bridge the gap between the gaming world and the advertising industry, potentially leading to more relevant and engaging ad experiences for gamers.

Key facts about the Magnite-Blitz partnership

• Announced by Magnite on September 3, 2024
• Blitz designates Magnite as its preferred supply-side platform for programmatic advertising
• Partnership resulted in triple-digit percentage growth in Blitz's gross revenue through Magnite's DV+ SSP in the first half of 2024
• Blitz is centralizing all programmatic deals through Magnite
• Blitz offers analytics and improvement tools for games including Fortnite, League of Legends, and Valorant
• Blitz has over 10 million active users globally
• Blitz ranks as the number one source of diverse-owned media according to Jounce Media's analysis
• Magnite is the largest independent sell-side advertising company
• Partnership aims to provide advertisers with easier access to Blitz's omnichannel inventory
• Blitz's audience spans multiple countries including the US, Canada, UK, Australia, South Korea, Japan, Brazil, and Germany