TF1 PUB expands programmatic advertising with Magnite

TF1 PUB, the leading video advertising network in France, has announced a strategic partnership with Magnite, the largest independent sell-side advertising company. This collaboration, revealed on September 10, 2024, aims to streamline TF1 PUB's programmatic advertising capabilities and support the TF1 group's digital acceleration efforts.

The partnership comes five days after the announcement and marks a significant step in TF1 PUB's mission to optimize its advertising strategy in the rapidly evolving streaming landscape. By leveraging Magnite's technology, TF1 PUB seeks to enhance its ability to monetize content across various screens and formats, with a particular focus on Connected TV (CTV) and streaming platforms.

TF1 Group, a major player in the French media industry, recently launched TF1+, a free streaming platform that has quickly gained traction among French viewers. According to TF1 PUB, TF1+ has attracted 35 million monthly streamers since its inception earlier this year. This impressive user base positions TF1+ as the leading free French streaming platform, presenting a substantial opportunity for advertisers to reach a wide and engaged audience.

The collaboration between TF1 PUB and Magnite is set to utilize two key technologies: Magnite Streaming and SpringServe. These platforms are designed to help broadcasters like TF1 optimize their programmatic advertising efforts while maintaining a high-quality viewer experience. By integrating Magnite's solutions into its existing advertising stack, TF1 PUB aims to unlock new revenue streams and enhance its programmatic capabilities.

Sylvia Tassan Toffola, General Manager at TF1 PUB, emphasized the importance of this partnership in light of the changing television consumption habits. "As we continue to strengthen our position in the French streaming market with the recent launch of TF1+, it's important that we're aligning with all technology providers who can help us reach consumers as the way they're watching television evolves while delivering a superior ad experience," Toffola stated.

The partnership is expected to benefit from Magnite's expertise in video environments, which is particularly relevant for TF1 PUB's diverse content offerings. Magnite's technology is specifically designed to handle the complexities of video advertising, making it well-suited to support TF1 PUB's ambitions in the streaming and CTV sectors.

Leon Siotis, Senior Vice President of SpringServe International at Magnite, expressed enthusiasm about the collaboration. "We're pleased that TF1 has chosen to work with Magnite to streamline their programmatic capabilities," Siotis remarked. He further added, "We look forward to unlocking new opportunities as they grow their business and supporting their diverse slate of content with engaging advertising experiences across different screens and formats."

One of the key features that TF1+ brings to the table is Synchro, described as the first recommendation engine for content to watch with family and friends. This innovative approach to content discovery aligns with TF1 PUB's goal of revolutionizing the streaming experience and establishing itself as a leading advertising platform for brands.

The partnership between TF1 PUB and Magnite reflects broader industry trends, where traditional broadcasters are increasingly embracing digital technologies to remain competitive in a market dominated by streaming giants. By enhancing its programmatic advertising capabilities, TF1 PUB aims to offer more targeted and efficient advertising solutions to its clients, potentially increasing the value of its advertising inventory.

Magnite, a NASDAQ-listed company (MGNI), brings to the table a global presence with offices across North America, EMEA, LATAM, and APAC regions. This international footprint could potentially help TF1 PUB expand its reach beyond the French market, although no specific plans for international expansion were mentioned in the announcement.

For advertisers, this partnership promises more streamlined access to TF1 PUB's valuable inventory. The integration of Magnite's demand facilitation capabilities is expected to unlock new demand sources through both the Magnite Streaming platform and the company's international agency relationships.

As the streaming landscape continues to evolve, partnerships like this between content providers and ad tech companies are likely to become more common. These collaborations allow broadcasters to maximize the value of their content while providing advertisers with more efficient ways to reach their target audiences.

The success of this partnership will likely be measured by several factors, including:

1. The growth in programmatic advertising revenue for TF1 PUB
2. Improvements in ad targeting and effectiveness
3. The ability to maintain or enhance the viewer experience on TF1+ and other TF1 Group platforms
4. The expansion of TF1 PUB's advertiser base, particularly in the digital and CTV spaces

As the partnership unfolds, industry observers will be watching closely to see how it impacts both TF1 PUB's market position and the broader landscape of programmatic advertising in the French media market.

Key facts

• Partnership announced on September 10, 2024
• TF1+ has 35 million monthly streamers
• TF1+ is positioned as the leading free French streaming platform
• Magnite will integrate into TF1 PUB's existing advertising stack
• The collaboration will utilize Magnite Streaming and SpringServe technologies
• TF1+ features Synchro, a recommendation engine for group viewing
• Magnite is listed on NASDAQ under the ticker MGNI
• TF1 PUB is the leading multi-media advertising network in France