• by Karlene Lukovitz  @KLmarketdaily, February 2, 2021

Sell-side ad platform Magnite has launched an open beta for its new Unified Decisioning solution. 

The solution is designed to help CTV/OTT publishers maximize yield by eliminating the need to manage direct-sold and programmatic demand channels independently and allowing them to compete side by side, according to the company.

Unified Decisioning gives publishers tools and controls to define when and how direct sold and programmatic demand should compete. The solution works alongside all major ad servers to ensure that the optimal ad set is chosen that will take into consideration both direct and programmatic deal priority and yield, while ensuring publisher’s business rules, including frequency capping and competitive separation, are enforced.

The solution will also benefit programmatic buyers and brands by unlocking more premium inventory and insights about the available supply, according to Magnite.

Unified Decisioning is ad server-agnostic, and programmatic buyers and brands will have equal opportunity to compete for premium video content, the company says.