Paramount Australia has partnered with ad tech provider Magnite to roll out programmatic advertising on Paramount+ following the launch of the streamer’s ad-supported tier.
The partnership will see Paramount leverage Magnite’s technology, including its SpringServe video platform, to give advertisers more efficient and transparent access to its streaming inventory. The move forms part of a broader digital transformation strategy and paves the way for the rollout of Paramount Connect.
“As the Paramount+ ad tier continues to expand its footprint in Australia, we are committed to offering innovative ways for advertisers to connect with our engaged, high-value audiences,” said Milan Blazevic, head of programmatic at Paramount Australia.
“By partnering with Magnite, we are unlocking programmatic access to our premium inventory in this market for the first time, providing advertisers with greater flexibility and efficiency in their media buying strategies.”
Paramount+ offers a broad slate of content, spanning local original productions, global hit shows, movies and live sport. Magnite’s integration with Paramount’s mediation layer will streamline advertiser access to this inventory.
“Magnite is dedicated to driving streaming TV innovation, and our partnership with Paramount+ will unlock access to one of Australia’s most compelling streaming platforms through our industry-leading technology offering brands a first-mover advantage,” said Yael Milbank, managing director, ANZ, at Magnite.
“As programmatic CTV adoption accelerates, this partnership will empower advertisers with smarter automation, enhanced targeting and more effective data-driven buying strategies for greater efficiency in campaign execution.”
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