Charter Communication’s advertising unit Spectrum Reach is expanding its partnership with sell-side ad tech company Magnite that will help buyers access an expanded library of premium linear television and streaming inventory, the companies announced on Tuesday.
Through the partnership, Spectrum Reach will expand its use of Magnite’s programmatic technology to deliver more-personalized ad experiences through the Spectrum TV app. The app allows Spectrum customers who want traditional linear television channels to access that programming through streaming platforms instead of the typical set-top box and cable hookup. Citing Comscore data and ratings from app stores, Charter says Spectrum TV is the highest-rated TV app and most-viewed streaming service when evaluated on an hours-per-household basis.
“Our partnership with Magnite will help our clients unlock the full reach and capabilities of programmatic advertising,” Dan Callahan, the Group Vice President of National Sales for Spectrum Reach. “Magnite’s efforts to drive increased interoperability have helped us maximize the value of our inventory to advertisers, so they can reach the desired audience for their campaign.”
That reach comes with enhanced privacy considerations. Ad buyers who leverage Spectrum Reach inventory can get their brand messaging in front of the right customers through a combination of aggregated and de-identified first-party data, which works across different platforms.
Spectrum Reach‘s multi-screen advertising sales inventory works against more than 60 national linear networks and over 450 streaming-first networks and partners. The differentiated channels allow buyers to bring their campaigns to consumers across platforms, at a time when television watching is becoming increasingly fractured.
“Magnite has been a pioneer in the programmatic space and is committed to advancing the growth of automated advertising access across all environments where TV is consumed,” Matt McLeggon, the Senior Vice President of Advanced Solutions at Magnite. “We’re pleased to bring expanded Spectrum Reach streaming access to programmatic buyers and to introduce the advanced capabilities of programmatic to traditional television. These efforts will help Spectrum Reach create enhanced revenue opportunities, ensuring ad buyers benefit from greater efficiencies and targeting capabilities.”
