• by Laurie Sullivan  @lauriesullivan, April 24, 2025

Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery are the initial brands using Magnite’s SpringServe newly combined video platform for connected TV (CTV) and over the top (OTT) performance-minded media buyers.

While Magnite has traditionally focused on large media buyers, it's putting its sights on new business from small and medium-sized businesses (SMBs) looking for another performance channel.

“There’s been a lot of focus of money moving from traditional TV to streaming,” said Sean Buckley, President, Revenue at Magnite. “This move alone will not become the big win. The real benefit will come from bringing in advertisers who have not historically advertised in traditional television media and pull in budgets from other areas.”

Magnite combined its ad server with advanced programmatic capabilities of Streaming SSP, giving brands a way to access all through one dashboard. It reduces a layer in the supply chain.

Combining the measuring and the targeting provides the foundation for a stronger performance media channel to measure things like return on ad spend, Buckley said.

The company estimates the combined platform connects buyers to 99% of the U.S. streaming supply, an estimate from verified by Jounce Media in their March 2025 Supply Path Benchmarking Report. The goal of this project was to streamline tools and workflows to produce smarter yield optimization for media owners.

“During the next three to five years, this could become between a $7 billion to $10 billion market, but that’s my opinion,” Buckley estimates.

Buckley expects “aggregate growth” based on economic conditions, but the bigger move will come from moving budgets, as well as attracting SMBs that have traditionally used other performance channels like search.

“It’s a complex industry moving toward simplification,” he said, hoping that simplifying ad buying will attract SMBs.

When asked if Magnite has the backbone and infrastructure to support the number of new media buyers it hopes to lure through simplifying its business, Buckley said the company has partnered with many companies—Tatari, tvScientific, MNTN and others—supporting the additional business that could come from SMBs.