Paramount Australia partners with Magnite for programmatic streaming ads

Paramount Australia and Magnite announced a partnership on July 15, 2025, to provide programmatic access to Paramount+ premium streaming television inventory in Australia. This marks the first time advertisers can purchase Paramount+ ad-supported tier inventory through programmatic channels in the Australian market.

According to the announcement, the partnership leverages Magnite's SpringServe video platform combined with Paramount's mediation capabilities to streamline advertiser access to premium streaming inventory. The collaboration follows Paramount's launch of its ad-supported plan in Australia and represents a significant step in the company's business and technology transformation toward Paramount Connect.

Summary

Who: Paramount Australia and Magnite, the largest independent sell-side advertising company

What: Partnership to provide programmatic access to Paramount+ premium streaming television inventory in Australia for the first time

When: Announced July 15, 2025, following Paramount's launch of its ad-supported plan in the Australian market

Where: Australia, specifically targeting Paramount+'s streaming television inventory across the market

Why: To offer advertisers greater flexibility and efficiency in media buying strategies while supporting Paramount's business transformation toward Paramount Connect, capitalizing on growing programmatic CTV adoption and streaming audience engagement

Technical infrastructure and capabilities

The integration utilizes Magnite's SpringServe technology platform, which the company merged with its supply-side platform capabilities earlier in 2025. This unified approach eliminates redundant steps in the supply chain while providing publishers with enhanced workflow management and yield optimization tools.

Milan Blazevic, Head of Programmatic at Paramount Australia, emphasized the strategic importance of this development. "As the Paramount+ ad tier continues to expand its footprint in Australia, we are committed to offering innovative ways for advertisers to connect with our engaged, high-value audiences," Blazevic stated. "By partnering with Magnite, we are unlocking programmatic access to our premium inventory in this market for the first time, providing advertisers with greater flexibility and efficiency in their media buying strategies."

The technical architecture addresses longstanding challenges in streaming advertising technology. Traditional approaches often required separate systems for ad serving and programmatic transactions, creating information silos between what publishers could offer and what advertisers could access. Magnite's unified platform approach aims to resolve these inefficiencies.

Market positioning and competitive landscape

Magnite operates as the world's largest independent sell-side advertising company according to its own descriptions. The company maintains 99% coverage of the connected television supply market, positioning it as the dominant force in programmatic CTV advertising. This extensive coverage spans direct partnerships with major streaming platforms including Netflix, Roku, Warner Bros. Discovery, and Disney.

The Australian partnership aligns with broader industry trends toward programmatic adoption in streaming environments. According to recent industry data, 72% of marketers plan to increase programmatic advertising investment in 2025, with Connected TV budgets projected to double from 14% in 2023 to 28% in 2025.

Yael Milbank, Managing Director for Australia and New Zealand at Magnite, highlighted the strategic advantages for brands. "Magnite is dedicated to driving streaming TV innovation, and our partnership with Paramount+ will unlock access to one of Australia's most compelling streaming platforms through our industry-leading technology offering brands a first-mover advantage," Milbank explained. "As programmatic CTV adoption accelerates, this partnership will empower advertisers with smarter automation, enhanced targeting, and more effective data-driven buying strategies for greater efficiency in campaign execution."

Industry transformation and advertiser benefits

The partnership emerges during a period of significant transformation in television advertising allocation. Traditional television faces mounting pressure as 46% of marketers indicate plans to reallocate funds from linear TV to connected television platforms. Web and mobile digital channels also experience budget constraints, with 34% of marketers planning to redirect investments toward streaming platforms.

Paramount+ offers extensive premium entertainment content including local original series, global shows, popular movies, and live sports programming. This diverse content portfolio creates multiple opportunities for targeted advertising across different audience segments and viewing contexts.

The technical implementation provides several operational advantages for advertisers. Programmatic access enables automated purchasing processes, reducing manual workflow requirements while improving campaign execution efficiency. Enhanced targeting capabilities allow for more precise audience segmentation based on viewing behaviors and content preferences.

Real-time data availability represents another significant benefit. According to the announcement details, advertisers gain access to comprehensive reporting and measurement capabilities across Paramount's streaming inventory. This data-driven approach enables continuous campaign optimization and performance assessment.

Global context and strategic implications

The Australian launch occurs within Paramount's broader international expansion strategy. Paramount Global previously announced worldwide expansion of its EyeQ premium digital video advertising platform, with plans to introduce Paramount+ ad tiers in select international markets including Australia and Canada throughout 2024.

Magnite's involvement in this expansion reflects the company's growing international presence. The ad tech firm recently expanded programmatic advertising capabilities across Southeast Asia through partnerships with Samsung TV Plus, demonstrating consistent geographic growth in streaming advertising technology.

The partnership timing coincides with increasing industry focus on measurement and attribution capabilities. Paramount recently became the first implementation partner for iSpot's new attribution solution, which connects verified ad delivery to business outcomes in near real-time.

Technical specifications and implementation details

Magnite's SpringServe platform incorporates several advanced features designed specifically for streaming environments. The system provides sub-second data feeds and comprehensive activity reporting, enabling detailed diagnostics across entire inventory portfolios. Custom auction capabilities support private marketplace environments while maintaining programmatic efficiency.

The integration supports various advertising formats and targeting parameters. Advertisers can leverage demographic targeting, behavioral segmentation, and contextual placement options while accessing Paramount's premium content environments. Geographic targeting enables localized campaign execution across Australian markets.

Measurement capabilities extend beyond traditional impression-based metrics. The platform provides viewability verification, fraud detection, and comprehensive campaign performance analytics. These features address growing advertiser demands for transparency and accountability in streaming advertising investments.

Market significance and future implications

This partnership represents a significant development for Australia's streaming advertising ecosystem. Paramount+ joins other major platforms in offering programmatic access to premium streaming inventory, intensifying competition within the connected television advertising space.

The collaboration provides insights into evolving advertiser preferences and platform strategies. Premium content environments increasingly recognize programmatic capabilities as essential for competing effectively against established streaming advertising platforms. Direct-sold inventory alone no longer meets advertiser requirements for automation and data integration.

For the broader marketing community, this development signals continued maturation of programmatic streaming advertising. As more premium content providers embrace automated buying processes, advertisers gain access to previously unavailable inventory through familiar purchasing workflows.

The technical architecture established through this partnership may serve as a model for similar collaborations across international markets. Magnite's unified platform approach addresses common operational challenges while maintaining the premium positioning that differentiates streaming advertising from other digital formats.

Looking ahead, successful implementation of this partnership could accelerate similar arrangements across Paramount's international portfolio. The company's streaming momentum globally, combined with Magnite's extensive supply coverage, creates opportunities for expanded programmatic access across multiple geographic markets.

Timeline

• July 2021: Paramount launches EyeQ advertising platform as single point of entry for streaming inventory
• January 2023: Paramount EyeQ adopts Unified ID 2.0 for privacy-conscious targeting
• October 2023: Paramount EyeQ integrates Amazon Publisher Direct expanding programmatic access
• November 2023: Paramount Global announces worldwide EyeQ expansion including Australia
• March 2025: Paramount becomes first partner for iSpot attribution solution
• May 2025: Magnite merges ad server with SSP technology in SpringServe platform
• July 15, 2025: Paramount Australia partners with Magnite for programmatic access to Paramount+ inventory