Benzinga | May 18, 2021 08:20AM EDT

Magnite Reports EW Scripps Has Selected Co. To Serve As Co.'s Preferred Sell-Side Platform Across Its Connected TV Inventory, No Terms Disclosed

Magnite (NASDAQ:MGNI), the world's largest independent omnichannel sell-side advertising platform, today announced The E.W. Scripps Company (NASDAQ:SSP) has selected Magnite to serve as the company's preferred sell-side platform (SSP) across its connected TV inventory. Scripps also will leverage the Magnite platform to give buyers access to its programmatic inventory across all channels.

Magnite's robust CTV platform provides Scripps with technology optimized for long-form video, supporting high-quality advertising and viewing experiences. Magnite will be the preferred SSP connected directly to Scripps' ad server, giving buyers access to 100% of Scripps' omnichannel programmatic inventory. The two companies will work together on custom technology and product solutions to support Scripps businesses.

Scripps is a television industry leader, serving local and national audiences with news and entertainment on every platform. Through its Local Media portfolio, Scripps serves communities with quality, objective local journalism and operates 61 stations in 41 markets. The company's newly created Scripps Networks reach nearly every American through national news networks Court TV and Newsy and popular entertainment networks ION, Bounce, Grit, Laff and Court TV Mystery.

"We take great care in selecting the right ad technology partners who understand the intricacies of broadcast-quality video and have a forward-looking digital perspective," said Tom Sly, Vice President of Programmatic Strategy and External Partnerships at The E.W. Scripps Company. "Magnite's CTV and video capabilities provide Scripps with best-in-class technology for omnichannel monetization, which is why we are enthusiastic about the potential this partnership brings to our businesses."

"Scripps is an industry-leading media company with a strong history of innovation and we are excited to work closely with them on these omnichannel monetization efforts," said Chris Signore, Vice President of Publisher Partnerships at Magnite. "We look forward to innovating with Scripps to give more brands and advertisers access to their rich inventory at scale while shaping the future of programmatic advertising."