Magnite is getting a nice renewal for the holidays.
LG Ads and Magnite today announced Magnite will continue to be the preferred SSP for LG globally, covering North America, APAC, and EMEA. Relatedly, the partnership allows advertisers to buy LG inventory through Magnite’s ClearLine, sans DSP. Per the press release, this will include “unique ad formats on the LG Home Screen in the first half of next year” for the “first time.” (Hey, why leave us hanging.)
As part of the pact, LG will also extend the use of Magnite’s ad server, SpringServe, to power ad delivery beyond its standard smart TV operating system, webOS. This includes the enhanced “all-in-one” version of webOS, which runs on other devices, like refrigerators, digital signage, auto systems (Kia infotainment centers, for example), and smart home tech.
Why This Matters:
Magnite is closing the year on a high note. A few months ago, the company renewed its partnership with Disney for another two years, extending their relationship to six years. Magnite will remain Disney’s preferred SSP, managing all ad-supported inventory and serving as the main connection to more than 30 DSPs.
The renewal was seen as a big win during the company’s earnings call, helping to calm fears about competition from Disney’s in-house ad platform, DRAX. Speaking of earnings, the company’s stock is up 83% on the year.
Experts React:
Regarding the deal, Kelly McMahon, SVP of Global Operations at LG Ad Solutions, says, “Our partnership with Magnite has been essential in delivering high-quality, seamless ad experiences to our viewers, and this next phase brings even more potential. With the deeper integration of Magnite’s ad-serving technology across our CTV footprint, we’re enhancing ad relevance even further and enriching the connection between brands and their audiences.”
Our Take:
The ClearLine win here is big not just for Magnite, but also for LG, as it opens up more of their inventory to programmatic. It seems to be starting with LG Home Screen ads in 2025, with additional inventory available over time.
Could this eventually include other devices, like refrigerators running the all-in-one webOS? That would be powerful.
