SpringServe's New Iteration Unveiled by Magnite, Blending Streaming Ad Server and Supply-Side Platform Functions
City of Dreams: Magnite, leading the independent sell-side advertising game, just dropped the latest iteration of its SpringServe video platform—a CTV/OTT powerhouse melding its SpringServe ad server with Magnite Streaming SSP's advanced programmatic capabilities. Excited clients such as Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery have jumped on board.
Crafted for the world's cutting-edge streaming contenders, this unified powerhouse streamlines advertisers' access to 99% of US streaming inventory (verified by Jounce Media in their March 2025 Supply Path Benchmarking Report). As for media owners, they'll be armed with powerful tools for a seamless workflow and smarter yield optimization.
Sean Buckley, President of Revenue at Magnite, put it this way: "As CTV evolves, there's a golden opportunity to elevate the ad process for media owners and buyers. With this next-gen SpringServe, we're building it specifically to keep our clients and partners ahead of the game. By unifying the programmatic layer within the buying process, buyers gain better transparency, predictability, and control over their ad placements, priming the scene for more effective monetization and yield management for media owners."
Disney's Jamie Power, SVP of Addressable Sales, shared their excitement: "We're teaming up with Magnite to broaden our global streaming footprint—opening more premier inventory and smoothing the path for advertisers to reach our portfolio at scale. Together, we're driving a shared vision for innovation—one that emphasizes automation, versatility, and smarter tools to help our partners make an impact in the live streaming sphere."
LG Ad Solutions' Kelly McMahon emphasized control: "Navigating demand sources and optimizing ad placements in real-time is essential to our strategy. SpringsServe gives us the power to orchestrate everything in one platform—balancing programmatic demand and direct deals without compromising the viewer experience."
"Partnering with game-changers like Magnite has enabled Paramount to further optimize our programmatic demand sources, boosting efficiency and performance while preserving a seamless viewing experience for our audiences," said Christopher Owen, SVP of Partnerships at Paramount. "Continued programmatic advancements play a crucial role in our ongoing success as a company and the broader industry."
Roku's Jay Askinasi underscored the partnership's potential: "By teaming up with Magnite, we're creating more chances for advertisers—offering a platform with transparency and flexibility across monetization, demand access, and user experience optimization. SpringsServe links us more directly with DSPs, simplifying operations and expanding revenue potential. This strategy is something we believe will attract more ad investment into the CTV ecosystem."
Warner Bros. Discovery's Jill Steinhauser expressed excitement about the collaboration and upcoming improvements: "Our ongoing partnership with Magnite has been integral in forming our video monetization plan, and we're thrilled to join Magnite as they evolve the SpringServe video platform—particularly the features that boost performance and enable faster ad loads and real-time pacing."
The Trade Desk's Will Doherty elaborated on Magnite's role in sustaining the premium, open internet: "When combined with tools like OpenPath, the next generation of SpringsServe is a boon for advertisers and publishers—most importantly for consumers to continue enjoying their favorite content like CTV, journalism, and more."
GroupM US's Susan Schiekofer praised Magnite's contributions to the streaming TV marketplace: "The unified SpringsServe platform offers significant clarity and harmony in the streaming TV landscape. By providing deeper insight into the supply path and stronger alignment with premium inventory at scale, it empowers us to make wiser, quicker buying decisions, ultimately leading to better outcomes for our clients."
OMG's Ryan Eusanio spoke on the importance of controls in advertising: "At OMG, we believe it's a core right for advertisers to control and know where their ads deliver. SpringsServe video platform helps us provide our clients with more control over their premium video strategy, enabling better curation and targeting for campaigns."
The new SpringsServe video platform boasts improved features such as:
- Smart ad decision-making and adaptive mediation;
- Automated ad routing, directing ad traffic to the top-performing channels for efficient ad delivery;
- Clearline deal management, offering better visibility across direct and programmatic demand;
- Magnite Access integration, for easy access to first- and third-party data;
- A streamlined user interface and reporting for ad operations.
For more information about the updated SpringsServe video platform, visit magnite.com.
[1] Industry Alerts: November 2024 | Contextual Advertising Integration in CTV | Link[2] OSN and Magnite Partner for Addressable TV Advertising in the MENA Region | Link[3] Anoki on Board: Magnite Teams Up with Contextual Ad Tech Company | Link[4] Magnite Reveals Next-Gen SpringsServe CTV Platform in April 2025; Details Scant | Link
- The latest SpringServe video platform, crafted for streaming contenders, provides advertisers with seamless access to 99% of US streaming inventory, as reported by Jounce Media.
- By unifying the programmatic layer within the buying process, ad buyers gain better transparency, predictability, and control over their ad placements, leading to more effective monetization and yield management for media owners.
- LG Ad Solutions, one of the excited clients on board, values SpringsServe for its ability to balance programmatic demand and direct deals without compromising the viewer experience.
- The new platform offers automated ad routing, directing ad traffic to the top-performing channels, and Clearline deal management, providing better visibility across direct and programmatic demand.
- In the financial landscape of the media business, the updated SpringsServe video platform could potentially attract more ad investment into the CTV ecosystem, benefiting technology companies like Magnite and their partners.
