In a significant industry advancement, ITN and Magnite have jointly launched the first Local Linear TV Private Marketplace (PMP), a solution designed to close the programmatic gap for local broadcast advertising. This collaboration brings the efficiency, precision, and automation of digital trading to the scale and impact of local linear television, enabling a truly converged video strategy for advertisers.
Quick Intel
ITN and Magnite launch the industry's first programmatic Private Marketplace for local linear TV.
The PMP allows for self-service deal creation and digital-like controls for geo, daypart, and program.
Inventory is accessible through Magnite's ClearLine platform alongside digital video.
It provides advertisers with automation and stations with full inventory control.
The solution enables real-time bidding on live local linear TV alongside streaming.
This marks a major step towards fully independent programmatic activation for local TV.
This new marketplace allows buyers to apply familiar digital workflows to local linear TV inventory. Advertisers gain self-service capabilities for creating deal IDs, along with precision controls for geographic targeting, daypart, program genre, and station affiliates. The result is a new level of flexibility and automation for linear TV, while ensuring local broadcast stations retain complete control over their inventory pricing and availability.
A key benefit of this partnership is the unification of supply. Through Magnite's ClearLine platform, buyers can now discover, package, and activate campaigns that include both local linear TV and digital video inventory in a single workflow. This eliminates traditional silos, allowing for holistic planning and execution. Advertisers can activate live local linear TV spots using real-time bidding and VAST workflows, seamlessly integrating them with their streaming and online video strategies.
The launch is recognized as a transformative development for the media industry. By combining ITN's expertise in TV tracking and accountability with Magnite's scale as an independent sell-side platform, the solution delivers the transparency and control buyers demand. As Todd Watson, CEO of ITN, stated, "We've moved well beyond where previous programmatic linear efforts have stalled. This launch delivers the ease, visibility, and automation that will define the future of linear TV." Future enhancements are planned to include advanced audience targeting and specialized features for verticals like political advertising.
The launch of this Local Linear TV PMP represents a pivotal moment for the advertising ecosystem. It successfully merges the trusted, high-impact environment of local broadcast with the operational efficiency of programmatic trading, finally delivering on the long-held promise of a modern, automated future for television advertising.
ITN is a tech-first company with a suite of proprietary platforms offering both managed and self-service solutions. We redefine how local TV is activated across broadcast, cable, and digital channels at the national, regional, and local levels—helping agencies operate more efficiently and deliver greater client value. ITN is bringing local TV fully into the programmatic ecosystem, unlocking revenue for suppliers, and enabling advertisers to realize the total strategic value of local TV with digital-like execution.
We're Magnite (NASDAQ: MGNI), the world's largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world's leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
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