ITN, a leader in local TV automation, and Magnite, the biggest independent sell-side ad company, have launched the first Local Linear TV Private Marketplace. This marketplace aims to connect traditional linear TV with programmatic advertising.
This first-of-its-kind innovation lets advertisers use digital-like automation for local broadcast TV. They can plan, buy, and measure campaigns more efficiently. Local broadcasters maintain complete control over their inventory and pricing.
Also Read: Imgix Enhances Platform with Advanced Video Capabilities to Simplify and Scale Visual Content Creation
The new marketplace enables buyers to seamlessly replicate digital workflows, featuring:
- Self-service deal ID creation
- Granular geo-targeting and daypart controls
- Auto-bidding for delivery management
- Digital-style delivery dashboards
This partnership combines local linear TV’s wide reach with the flexibility and automation of programmatic buying. This is a big step toward a fully converged video advertising ecosystem.
With Magnite’s ClearLine platform, buyers can easily access, package, and activate local linear TV and digital video inventory in one spot. This unified access lets advertisers run data-driven campaigns. These omnichannel campaigns perform better on different formats and screens.
The partnership enables a range of advanced capabilities:
- Real-time activation of live local TV alongside streaming and digital video.
- Streamlined workflows that allow stations to operate with the efficiency of national networks.
- Bid multiplier forecasting that brings impression-level precision to linear media planning.
In addition, ITN-renowned for its leadership in TV tracking and accountability-has integrated enhanced campaign management tools that deliver end-to-end transparency and digital-like control for advertisers.
“We’ve moved well beyond where previous programmatic linear efforts have stalled,” said Todd Watson, CEO of ITN. “This launch delivers the ease, visibility, and automation that will define the future of linear TV. The difference now is that activating it is just as simple as buying digital.”
“The expansion of our partnership with ITN brings programmatic buyers closer to local linear TV inventory and makes it much easier to holistically activate, manage, and measure their total video advertising investments,” added Matt McLeggon, SVP of Advanced Solutions at Magnite. “Bringing valuable local linear TV inventory to ClearLine gives digital-native advertisers a more comprehensive access point to premium video supply with executional ease and efficiency.”
“Today’s announcement has been a long time in the making,” said Jennifer Hungerbuhler, Chief Publisher Direct Officer at Dentsu. “We are now witnessing technology that has the potential to revolutionize the local TV workflow and unlock the inherent value that agencies have always seen in this medium.”
This launch is a big step for local TV. It combines the reliable reach of local broadcasts with the smart automation of programmatic ads. This sets the stage for a new era in media buying.