Magnite, the world’s largest independent sell-side advertising platform, has officially introduced the next generation of its SpringServe video technology. This enhanced solution merges the capabilities of SpringServe’s award-winning CTV/OTT ad server with the programmatic sophistication of the Magnite Streaming SSP, creating a unified platform tailored for today’s premium streaming media landscape.
Among the first to adopt the upgraded platform are industry giants including Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery.
Purpose-built for leading streaming publishers, the unified platform streamlines the path to premium ad inventory, enabling buyers to access 99% of U.S. streaming supply, based on a dollar-weighted metric validated by Jounce Media’s March 2025 Supply Path Benchmarking Report. For media owners, it offers advanced tools for managing ad operations with greater efficiency and precision-driving smarter yield and operational agility.
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“As the CTV space matures, there’s a significant opportunity to enhance the advertising process for media owners and buyers,” said Sean Buckley, President, Revenue at Magnite. “We’re building this next generation of SpringServe specifically to help our clients and partners stay ahead of these emerging opportunities. 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 evolution of SpringServe reflects Magnite’s broader strategy to simplify complex ad tech environments while enhancing control, transparency, and performance across the digital TV ecosystem.
“Disney continues to expand our global streaming footprint in collaboration with Magnite-unlocking more premium inventory and making it even easier for advertisers to access our portfolio at scale,” said Jamie Power, SVP, Addressable Sales at Disney. “Together, we’re advancing a shared vision for innovation—one that prioritizes automation, flexibility, and smarter tools to help our partners drive meaningful impact in the live streaming space.”
“Controlling demand sources and optimizing ad placements in real time is essential to our strategy,” said Kelly McMahon, SVP of Operations at LG Ad Solutions. “SpringServe gives us the power to orchestrate everything in one platform-balancing programmatic demand and direct deals more effectively, without compromising the viewer experience.”