Business Insider has selected Magnite to provide the advertising infrastructure for its new standalone connected television (CTV) channel as the digital publisher expands its video business beyond YouTube.
Magnite’s SpringServe platform will serve as the channel’s primary ad server and programmatic monetization system, allowing Business Insider to manage direct advertising campaigns and automated demand through one platform.
The free ad-supported streaming television channel will offer a continuous lineup of Business Insider journalism, documentaries and other video programming across third-party CTV platforms.
Business Insider did not identify the platforms that will initially carry the channel or provide a launch date. The companies also did not disclose financial terms of the agreement.
Business Insider already has a substantial audience on YouTube, where its channels have a combined 38 million subscribers. The CTV launch gives the publisher another distribution outlet while allowing it to exercise greater control over programming, advertising inventory and the presentation of its content.
Ryan Dadd, General Manager of Video at Business Insider, said launching a FAST channel represents the next stage of the company’s streaming strategy.
“As our streaming business matures, launching a FAST channel is a natural next step that gives us more control over how our content is experienced and how we partner with advertisers,” Dadd said.
SpringServe will support advertising sold directly by Business Insider as well as programmatic campaigns purchased through automated platforms. Magnite will also connect the publisher with agencies and advertisers through its existing demand relationships, creating additional opportunities to generate revenue from the channel.
The agreement reflects a broader effort by digital publishers to convert established online video audiences into owned streaming products. Operating a branded CTV channel can give publishers more influence over scheduling, audience data and advertising relationships than distribution through social video platforms alone.
Chris Signore, the Senior Vice President of Business Development at Magnite, said Business Insider’s channel allows the publisher to retain the broad accessibility that helped drive its YouTube growth while taking greater ownership of distribution and monetization.
“By building its own CTV channel, Business Insider is taking greater ownership of its content distribution, viewer experience, and monetization strategy, while maintaining the scale and accessibility that fueled its success on platforms like YouTube,” Signore said in a statement. “Magnite is providing the infrastructure to support that transition by combining robust ad serving, transparent programmatic access, and connections to high-quality demand. We’re excited to support Business Insider as it expands its presence in CTV.”
Magnite operates sell-side advertising technology used by publishers, broadcasters and streaming services to manage inventory and connect with buyers. SpringServe specializes in video ad serving and monetization for connected television and streaming media.
