Magnite (NASDAQ: MGNI), the world’s largest independent omnichannel sell-side advertising platform, today announced its expanded relationship with Discovery in support of its leading real life entertainment streaming service, dplay platform, to maximise programmatic advertising capabilities.

Magnite’s platform provides Discovery with control and efficiency for ad podding, inventory hierarchy, targeting, and real-time reporting. Magnite will also develop custom solutions to support Discovery’s unique product range and roadmap, as well as auction capabilities, like bidding, in a private environment. This will result in more choice and control in the hands of advertisers and gives audiences the best viewing experience possible.

Discovery will also benefit from Magnite’s real-time, sub second data feeds and rich activity reports, allowing for comprehensive diagnostics and measurement across the entirety of Discovery’s inventory. Using the power of programmatic, this collaboration will help Discovery bring its inventory to a greater number of advertisers who are looking to reach highly engaged audiences in premium, brand-safe content environments on any screen size.

Alex Hodge, director of ad sales & programmatic, of Discovery commented – “Magnite’s expertise with CTV will enable us to strengthen our DTC monetisation strategy, including our targeting, measurement and reporting capabilities - plus much more. As streaming and CTV take more of a centre stage, we look forward to expanding our partnership with them; particularly as we roll-out new DTC services and seek to connect more advertisers with our highly engaged audiences.”

James Brown, head of international at Magnite stated – “Discovery is one of the leading publishers in our industry and we’ve enjoyed a long and successful relationship working together. That relationship enters an exciting new chapter now that we’re working with dplay in the UK, Japan and India. Being able to help maximise their capabilities with our detailed data and analyses has been an absolute pleasure. We have built a successful and productive working relationship with the team, which continues to develop, and we are eager to continue bringing in consistent, positive results with them.”