• by Karlene Lukovitz  @KLmarketdaily, September 29, 2020

Discovery, which has been working with the Magnite sell-side advertising platform in the United States, has also tapped Magnite to support its dplay streaming service in the U.K., Japan and India.

Magnite, which does not own any media, was the name adopted this past spring after connected TV specialist Telaria merged with scaled programmatic exchange Rubicon Project. The company’s advertising platform lets publishers monetize across all auction types and formats, including CTV, desktop display, video, audio and mobile,

Discovery said the platform provides it with control and efficiency for ad podding, inventory hierarchy, targeting, and real-time reporting.

Magnite will develop custom solutions to support Discovery’s product range and roadmap, as well as auction capabilities, like bidding, in a private environment. This will result “in more choice and control in the hands of advertisers and gives audiences the best viewing experience possible,” according to Discovery.

Discovery will also employ Magnite’s real-time data feeds and activity reports to enable diagnostics and measurement across its inventory.

Using the power of programmatic, this collaboration will help Discovery bring its inventory to a greater number of advertisers who are looking to reach highly engaged audiences in premium, brand-safe content environments on any screen size.

Discovery plans to continue expanding its partnership with Magnite, particularly as it rolls out new direct-to-consumer services, said Alex Hodge, Discovery’s director of ad sales ad programmatic.

Last week, Discovery, which is preparing to launch its own streaming video service next year, acquired ad-tech startup AdSparx, a cloud-based platform that provides server-side in-stream dynamic ad insertion and on-demand streaming. The acquisition will enable Discovery to deliver personalized and contextual ads across its global D2C offerings.