Magnite upgrades SpringServe video platform

Magnite has introduced an upgraded version of its SpringServe video platform that integrates the SpringServe ad server with the programmatic features of its Streaming SSP. Currently in its closed beta phase, next generation SpringServe’s early clients are Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery. SpringServe, the ad serving platform for CTV, was acquired by Magnite for $31 million in July 2021.

The unified platform aims to optimise the connection between buyers and 99% of US streaming supply I.e. the advertising inventory available from streaming services in the US. This figure, based on dollar-weighted data, was verified by Jounce Media in its March 2025 Supply Path Benchmarking Report, according to a company press release. The platform provides media owners with solutions to streamline the workflows and maximise yield.

“As the CTV space matures, there is an opportunity to enhance the advertising process for media owners and buyers. The next generation SpringServe will help them tap this opportunity. By unifying the programmatic layer as a complementary step in the buying process it gives buyers greater transparency, predictability, and control over their ad placements and simplifies monetisation and yield management for media owners,” said Sean Buckley, president – Revenue, Magnite.

The SpringServe video platform promises to provide CTV and OTT players with improved functionality including intelligent ad decisioning and dynamic mediation. It features automated ad routing that directs ad traffic to the highest-performing channels. The platform offers centralised deal management for improved visibility across direct and programmatic demand, including ClearLine deals.

Launched in April 2023, Magnite’s ClearLine is a self-service solution that provides agencies with direct access to buy premium video inventory on the company’s platforms. ClearLine aims to improve ROAS by maximising spends going to ads rather than towards administrative costs.

Kelly McMahon, SVP—operations, LG Ad Solutions, said, “Controlling demand sources and optimising ad placements in real-time is essential to our strategy. SpringServe gives us the power to orchestrate everything in one platform—balancing programmatic demand and direct deals more effectively, without compromising the viewer experience.” LG Ad Solutions is one of the closed beta phase users of the next-generation SpringServe video platform.

The upgraded SpringServe platform is also integrated with Magnite Access for simplified access to first- and third-party data. Introduced in June 2023, Magnite Access is a suite of omnichannel audience tools that aim to make it easier for display, online video, and streaming media owners–and their advertising partners–to maximise the value of their data assets.

Magnite Access achieves this through a range of actions including smart audience segmentation and their right-pairing with preferred platforms, discovery and activation of buyer and seller data—either first-party or third-party, anonymised data sharing, and cross-publisher segmentation of high-value audiences at scale. According to Magnite, it has also improved the user interface and reporting capabilities of its next-generation SpringServe platform.

“Magnite helps fuel the premium, open internet. Combined with tools like OpenPath, the next generation of SpringServe is accretive to advertisers and publishers,” said Will Doherty, SVP of Inventory Development, The Trade Desk.

The Trade Desk’s proprietary platform, OpenPath is a buy- and sell-side solution that enables direct connections between advertisers and a publisher’s ad server. It is designed to streamline the ad trading process and potentially reduce intermediary costs. In September 2023, Magnite issued an integration with The Trade Desk’s OpenPath (along with Yahoo’s Backstage) to allow publishers to access demand available through the DSP products, while still being able to leverage the premium features available through our exchange, all in one place.