Magnite to merge ad server with SSP tech in streaming play

Magnite unveiled the next generation of its SpringServe video platform on April 23, combining its streaming ad server with its sell-side platform (SSP) capabilities. The announcement, made just nine days ago, represents a significant shift in how streaming advertising technology will operate by reducing layers between buyers and sellers.

The unified platform, currently entering closed beta testing, will streamline buyers' connection to 99% of US streaming supply according to Jounce Media's March 2025 Supply Path Benchmarking Report. Initial clients include major industry players Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery.

The merger of Magnite's ad server and SSP technologies into a single platform will tackle a fundamental inefficiency in the streaming advertising ecosystem. Ad servers and SSPs traditionally operate as separate layers in the advertising technology stack, creating unnecessary complexity that can hamper efficiency.

Ad servers manage the technical delivery of advertisements, determining which ads appear when and where, while SSPs connect publishers' inventory to potential buyers through programmatic channels. By unifying these technologies, Magnite will eliminate a redundant step in the supply chain.

This consolidation directly addresses a common pain point for both publishers and advertisers: the fragmentation of streaming advertising technology. With multiple systems operating independently, information often becomes siloed, creating discrepancies between what publishers can offer and what advertisers can access.

Sean Buckley, President of Revenue at Magnite, explained the rationale behind the merger: "As the CTV space matures, there's a significant opportunity to enhance the advertising process for media owners and buyers. By unifying the programmatic layer as a complementary step in the buying process, not only does it give buyers greater transparency, predictability, and control over their ad placements, but it lays the foundation for more effective monetization and yield management for media owners."

The technical advantages of combining ad server and SSP functionality will extend beyond mere convenience. The integration will create a seamless flow of information between previously separate systems, enabling more sophisticated ad decisioning and yield optimization.

One key benefit of the unified platform will be intelligent ad decisioning and dynamic mediation. This will allow the system to evaluate multiple demand sources simultaneously and route ad requests to the highest-performing channels in real-time, maximizing revenue for publishers while ensuring efficient ad delivery.

For publishers who previously managed separate workflows for direct-sold and programmatic inventory, the platform will offer centralized deal management. This will provide comprehensive visibility across all demand sources, including ClearLine deals, enabling publishers to make more informed monetization decisions.

Kelly McMahon, SVP of Operations at LG Ad Solutions, highlighted these benefits: "Controlling demand sources and optimizing ad placements in real time is essential to our strategy. SpringServe gives us the power to orchestrate everything in one platform—balancing programmatic demand and direct deals more effectively, without compromising the viewer experience."

The integration will also strengthen data capabilities, with the platform incorporating Magnite Access for streamlined utilization of first-party and third-party data. This addresses another critical challenge in the streaming advertising ecosystem: effective audience targeting without relying on cookies or device identifiers.

By bringing together the ad server and SSP, Magnite will provide a more coherent approach to data activation. Publishers will be able to apply audience segments consistently across both direct and programmatic sales channels, while advertisers will gain more reliable access to targeted inventory.

For streaming platforms like Roku, this represents a significant advancement. Jay Askinasi, SVP of Global Media Revenue and Growth at Roku, noted: "Together with Magnite, we can create more opportunities for advertisers that offer platform transparency and flexibility across monetization, demand access, and user experience optimization. SpringServe connects us more directly with DSPs, streamlining operations and augmenting revenue potential."

The consolidation of ad server and SSP technology carries significant implications for the broader advertising market. For advertisers, the unified platform promises greater transparency into the supply path and more direct access to premium inventory.

Susan Schiekofer, Chief Media Officer at GroupM US, emphasized this point: "Magnite's unified SpringServe platform offers significant clarity and cohesion in the streaming TV marketplace. By providing deeper insight into the supply path and stronger alignment with premium inventory at scale, it empowers us to make smarter, faster buying decisions and ultimately deliver better outcomes for our clients."

For publishers, the platform aims to enhance yield through more intelligent optimization. By combining direct and programmatic demand sources into a single decisioning layer, publishers will be able to extract maximum value from their inventory while maintaining control over the viewer experience.

Jill Steinhauser, SVP Revenue Strategy and Operations at Warner Bros. Discovery, pointed to performance enhancements as a key benefit: "We're particularly looking forward to benefiting from the performance enhancements that enable faster ad loads and real-time pacing."

Technical specifications

The SpringServe video platform will provide CTV and OTT publishers with several technical enhancements:

• Intelligent ad decisioning and dynamic mediation
• Automated ad routing that dynamically directs ad traffic to the highest-performing channels
• Centralized deal management for better visibility across direct and programmatic demand
• Integration of Magnite Access for easy access to first- and third-party data
• A streamlined user interface and reporting for ad operations

These features collectively address common operational challenges in streaming advertising technology, from complex workflow management to inconsistent reporting across platforms.

Magnite's move comes amid increasing competition in the streaming advertising technology space. As streaming continues to grow as a primary video consumption channel, technology providers are racing to develop more efficient and effective monetization solutions.

The merger of ad server and SSP functionality represents an acknowledgment that the traditional separation between these technologies has become outdated in the streaming context. Unlike traditional linear TV or desktop display advertising, streaming requires more integrated technology to deliver a seamless viewing experience while maximizing monetization.

Will Doherty, SVP of Inventory Development at The Trade Desk, underscored the significance of this approach: "Magnite helps fuel the premium, open internet. Combined with tools like OpenPath, the next generation of SpringServe is accretive to advertisers and publishers and most importantly – so consumers can continue to enjoy the content we all love like CTV, journalism and more."

Why this matters for the marketing community

For marketers, the consolidation of ad server and SSP technology represents a significant shift in how streaming campaigns will be executed. By reducing the layers between buyers and sellers, the platform potentially addresses several longstanding challenges:

1. Supply path clarity: With a direct connection between the buy and sell sides, marketers will gain greater visibility into where their ad dollars are going and can make more informed decisions about inventory sources.
2. Improved targeting accuracy: The unified approach to data management means audience targeting parameters can be applied more consistently across both direct and programmatic channels.
3. Enhanced campaign performance: More efficient ad decisioning and delivery systems will reduce latency and improve the viewer experience, potentially leading to better campaign outcomes.
4. Operational efficiency: Centralizing multiple functions into a single platform will simplify workflow management and reporting, allowing marketing teams to operate more efficiently.

Ryan Eusanio, SVP of Video and Programmatic at Omnicom Media Group, emphasized the control aspect: "At OMG, we believe it's a core right for advertisers to control and know where their ads deliver. Magnite's SpringServe video platform helps us give our clients more control of their premium video strategy and enables better curation and targeting for campaigns."

Timeline and availability

The unified SpringServe platform represents a year-long development effort by Magnite. Currently in closed beta testing with initial clients, the platform is expected to become available for general audiences in early to mid-summer 2025.

Timeline

• April 23, 2025: Magnite announces next generation of SpringServe platform
• April 2025 - Early Summer 2025: Closed beta testing with initial clients
• Early to Mid-Summer 2025: Expected general availability
• March 2025: Jounce Media Supply Path Benchmarking Report verified Magnite's access to 99% of US streaming supply
• 2021: Magnite acquired SpringServe ad server technology
• Early 2023: Magnite Streaming launched as a CTV and OTT monetization platform