ITN, a leader in automated activation technology for local TV, and Magnite, the largest independent sell-side advertising company, have announced a collaboration to launch the first programmatic solution for local linear TV advertising in the US market. This breakthrough will enable advertisers to programmatically transact live linear ads from local TV stations for the first time. The US local TV advertising market is projected to reach $21 billion this year, and this partnership aims to simplify the buying process for advertisers seeking live local inventory.
ITN and Magnite launch the first programmatic solution for local linear TV in the US.
Advertisers can now programmatically buy live linear ads from local TV stations.
The collaboration builds on ITN's local linear SSP and Magnite's SpringServe ad server.
The integration supports real-time bidding and VAST workflows for linear TV.
A bid multiplier forecasts impressions for linear TV's one-to-many delivery.
Multiple Fox television stations successfully tested the programmatic transactions.
This collaboration builds upon the successful launch of ITN's local linear Sell-Side Platform (SSP) in late 2024. ITN's platform leverages its extensive supplier network, encompassing 75 broadcast ownership groups with over 1,100 stations. ITN's technology converts local linear ad inventory from TV stations into biddable impressions and connects with Magnite's SpringServe ad server, effectively combining the broad reach of local linear TV with the efficiency of digital automation.
The integration offers several key features:
Real-time bidding and VAST workflows: This allows advertisers to programmatically purchase live local linear TV alongside their streaming and online video buys.
A bid multiplier: This feature forecasts impressions for the one-to-many delivery channels inherent in linear TV. Unlike most programmatic platforms focused on individual ad targeting, Magnite's SpringServe platform also supports linear TV delivery, making it easier for advertisers to incorporate local linear into their media plans alongside impression-based digital buys.
A seamless back-end workflow: This enables local TV stations to directly compete for advertising dollars alongside national networks and online streaming alternatives.
"Programmatic linear TV is finally happening," said Todd Watson, CEO of ITN. "Linear TV is still one of the most powerful mediums available to advertisers, but it was getting squeezed out of media plans because it was harder and more expensive to activate than its digital counterparts," Watson added. "This collaboration changes all that."
Matt McLeggon, SVP, Advanced Solutions at Magnite, stated, "Local linear TV represents massive incremental reach and scale for digital advertisers – and it's a very valuable way for them to connect with audiences they may be missing. Our collaboration with ITN marries linear-focused technology with programmatic efficiency to create an ideal TV ad buying experience."
Multiple Fox television stations have already successfully tested programmatic transactions of inventory supplied by ITN.
"As we navigate a new era of selling video impressions, it is imperative to collaborate with those who share our forward-thinking mindset. Being the first station group to participate in programmatic transactions of ITN-supplied inventory reflects that commitment," said Tom Fleming, SVP of Sales, Fox Television Stations. "We understand the unique value our audience delivers to marketers—but we also recognize the need to make that value easier to access and act on. This platform gives our clients a streamlined, digital-like buying experience that helps us compete more effectively in today's media landscape."
In conclusion, the partnership between ITN and Magnite marks a significant step towards modernizing the local TV advertising landscape by introducing programmatic buying, making it more accessible and efficient for advertisers to reach local audiences through linear TV.
ITN (an ITN Holdings, LLC platform) is the leading ad tech developer transforming local TV advertising. By modernizing the activation of local TV across broadcast, cable, and digital channels, ITN enables seamless campaign execution at the national, regional, and local levels.
Our proprietary platforms leverage advanced technology for data organization, analytics, automation, and optimization connecting marketers with key consumers through both linear and digital video. This tech-powered platform portfolio unlocks the full strategic value of local TV—whether self-managed or closely supported, depending on the platform.
We're Magnite, 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.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.