On February 20, 2025, Magnite Inc. (NASDAQ: MGNI), the largest independent sell-side advertising firm, announced a strategic partnership with DIRECTV Advertising, a leader in the converged TV addressable space. This collaboration aims to harness programmatic demand capabilities to enhance the live streaming advertising landscape, particularly during peak viewing events.

2. Tackling Advertising Challenges in Live Streaming

The partnership addresses critical challenges faced by advertisers in the realm of live streaming. One of the primary issues is the unpredictable traffic volume that can occur during high-demand events. This collaboration allows for a seamless response to surges in viewership, ensuring diverse ad experiences are delivered without interruption.

Earlier in 2025, DIRECTV Advertising unveiled the programmatic enablement of its satellite-connected devices, which significantly expands its inventory and audience reach. By leveraging this satellite inventory, advertisers can tap into high-viewership events, particularly live sports, which often see viewership spikes of up to 10 times during significant games. Notably, high-profile events typically attract 20% more new advertisers, while existing buyers often double their bids compared to off-peak times.

3. A New Era in Sports Advertising

DIRECTV has long been known for its extensive regional sports offerings, and the recent launch of MySports—a tailored skinny bundle for passionate sports fans—further cements its status as a leader in the sports broadcasting realm. The service provides viewers with the flexibility to choose their preferred level of service at a value that aligns with their interests.

For advertisers, this collaboration promises a streamlined process for purchasing live inventory. DIRECTV Advertising enhances the buying experience by offering access to rich content metadata signals, which fosters buying transparency and relevancy. Advertisers can now engage with content on a granular level based on network, ratings, and genre, making the advertising process more effective.

4. Innovative Technology and Future Potential

The partnership enables DIRECTV to test Magnite’s Live Stream Acceleration (LSA) technology, which is designed to optimize live inventory programmatically. This innovation is expected to surface new opportunities for advertisers, allowing them to make the most of the dynamic live streaming environment.

Ken Ripley, VP of Growth & Marketing at DIRECTV Advertising, expressed enthusiasm about the collaboration, stating, “We’re excited to create more opportunities for advertisers to access highly sought after live sports inventory during key demand peaks.” He emphasized the importance of expanding programmatically enabled inventory to not only double marketplace supply but also unlock new and unique reach for advertisers.

Mike Laband, Group SVP of Revenue, US at Magnite, echoed this sentiment, highlighting that combining their technology with DIRECTV’s extensive live content footprint is set to drive better outcomes for advertisers while ensuring a high-quality viewing experience for consumers. He remarked on the untapped potential observed during live sporting events and commended DIRECTV for embracing programmatic demand.

5. Conclusion

The partnership between Magnite and DIRECTV Advertising signifies a pivotal moment in the evolution of live streaming advertising. By leveraging advanced technology and expanding inventory access, the two companies are setting new standards in programmatic execution for live CTV. As they work together to navigate the complexities of live events, advertisers can look forward to enhanced opportunities and a more effective engagement with audiences during peak viewing times.

With the future of advertising becoming increasingly digital and data-driven, this collaboration is poised to transform how brands connect with consumers, particularly in the high-stakes arena of live sports.

Original press release