Magnite, the largest independent sell-side advertising company, announced TELUS, a world-leading communications technology company, has selected Magnite’s SpringServe ad server and Magnite Streaming SSP as its preferred ad technology solutions in Canada. TELUS will utilize Magnite’s ad server for its Free Ad-Supported TV (FAST) and online video advertising inventory.
The partnership comes at a time when the TV industry is undergoing a seismic shift, with consumers increasingly watching TV content through ad-supported streaming. According to research conducted by Magnite, 74% of Canadian consumers are watching streaming TV compared to only 51% who are watching paid traditional TV1. Since rolling out FAST channels to TELUS TV+ customers in April, TELUS has enabled additional TV offerings at no cost to customers. The FAST channels, including TIME, Tastemade, The Washington Post, and more, also provide a unique opportunity for advertisers and agencies to elevate their digital strategies and connect with TV audiences.
Magnite’s SpringServe ad serving platform is built for connected TV (CTV) and video advertising, providing TELUS with better insight, transparency, and control to deliver more optimal video ad experiences. Magnite’s Streaming SSP enables TELUS to manage and monetize its CTV inventory with tools specifically designed to support premium, long-form video, and high-quality viewing experiences.
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“Being selected to support one of the largest telecommunications companies in Canada and amplifying their CTV and streaming TV business is a great privilege for us,” said Damien Véran, Head of Canada and LATAM at Magnite. “As TELUS’ primary ad tech partner, TELUS is activating their set-top box, streaming, and online video inventory on the Magnite ad server and consolidating their audiences to combat fragmentation challenges for buyers. We are eager to forge new pathways that will redefine the Canadian advertising landscape for the better and create more impactful advertising experiences for their customers.”
“Our collaboration with Magnite equips us with the best technology needed to deliver a premium advertising experience for both consumers and brands,” said Amit Nag, Vice-President of Smarthome, Entertainment and Transformation at TELUS. “FAST channels represent a substantial growth area for our business, and we’re excited to work with the Magnite team to create better advertising-supported content experiences for our customers and to make it easier and more efficient for advertisers to connect with Canadian viewers.”
SOURCE: PRNewsWire