Disney extends Magnite ad tech partnership, expands into Latin American markets
Disney renews two-year partnership with Magnite for programmatic advertising, adding LATAM markets, live sports and podcast monetization.
Disney has renewed its strategic partnership with Magnite (NASDAQ: MGNI) for two additional years, as announced on October 23, 2024. The deal expansion builds upon their existing five-year collaboration, where Magnite serves as Disney's preferred supply-side technology partner for programmatic advertising across its media portfolio.
The renewed agreement significantly expands the partnership's technical capabilities and geographical reach. Magnite's programmatic advertising technology now facilitates transactions for more than 30 demand-side platforms (DSPs) that Disney works with, enabling automated advertising delivery across Disney's entire content ecosystem.
According to Jamie Power, SVP of Addressable Sales at Disney, the company's streaming inventory is now fully available programmatically through Magnite's technology infrastructure. This integration enables seamless automation and improved execution efficiency for Disney's advertising clients.
The partnership's expansion includes substantial growth into Latin American territories. The technical implementation will now cover six key markets:
- Brazil
- Chile
- Colombia
- Mexico
- Peru
- Argentina
A significant technical advancement in the partnership involves the monetization of live sports content. Specifically, Magnite will now support:
- College Football game streaming on ESPN
- ESPN podcast inventory through Private Marketplace (PMP) deals
- ABC News podcast content monetization
- One-to-one advertising deals through Magnite's ClearLine offering
The partnership leverages Magnite's sell-side advertising platform to:
- Process billions of advertising transactions monthly
- Ensure brand-safe inventory access
- Facilitate programmatic transactions across multiple formats:
- Connected TV (CTV)
- Online video
- Display advertising
- Audio content
Sean Buckley, Chief Revenue Officer at Magnite, emphasized the company's focus on innovation in live streaming technologies. The partnership's technical framework supports:
- Automated inventory management
- Real-time bidding capabilities
- Cross-platform content monetization
- Scalable advertising solutions
Key Facts
- Deal Announcement Date: October 23, 2024
- Partnership Extension: 2 years
- Total Partnership Duration: 6 years (including previous collaboration)
- Geographic Coverage: North America, LATAM (6 countries)
- Content Types: Streaming video, live sports, podcasts
- Technical Integration: 30+ DSPs
- Trading Symbol: MGNI (NASDAQ)
- Implementation Timeline: Immediate effect
- Content Formats: CTV, online video, display, audio
- Operational Locations: New York, Los Angeles, Denver, London, Singapore, Sydney