Magnite Inc. Unveils Groundbreaking Live Scheduler to Transform Live Streaming Advertising

On November 18, 2025, Magnite Inc. (NASDAQ: MGNI), the largest independent sell-side advertising company, made waves in the advertising industry with the launch of its innovative Live Scheduler. This industry-first offering is designed to enhance the way media owners and advertisers transact around live streaming content, thereby creating new scalable opportunities during real-time events such as major sports matches and political debates.

The Live Scheduler allows media owners to efficiently plan, activate, and measure advertisements for upcoming live events within Magnite’s SpringServe platform. By providing a standardized framework, the tool enables media owners to share crucial event details including event name, timing, sport, league, broadcaster, and concurrency estimates. This structured approach aims to mitigate fragmentation in the live streaming space, empowering media owners to optimize their advertising outcomes significantly.

Advertisers and Demand-Side Platforms (DSPs), including major players like Amazon DSP, will benefit from increased visibility into upcoming live inventory. This enhancement allows for more precise campaign planning and pacing, ensuring that brands can reach engaged audiences during peak attention moments. The deployment of Live Scheduler represents a significant step toward bridging the operational gaps that have historically hindered effective programmatic activations in live environments.

Magnite’s robust live infrastructure has already supported many critical live streaming moments around the globe, from high-stakes sporting events to major entertainment showcases. The introduction of Live Scheduler is a natural extension of this infrastructure, further reinforcing Magnite’s commitment to meeting the evolving demands of real-time streaming. The new feature complements the company’s existing Live Stream Acceleration (LSA) technology, which focuses on enhancing delivery and optimization challenges for media owners.

Adam Soroca, Chief Product Officer at Magnite, emphasized the company’s deep expertise in live advertising, stating, “Our clear perspective on what the industry needs next continues to inform how we evolve our live capabilities.” He added that the Live Scheduler is a purpose-built system designed to empower both media owners and advertisers, removing operational barriers to maximize the programmatic potential of live events.

Chris Conetta, Director of Supply at Amazon Ads, noted the challenges advertisers face in scaling programmatic activations for live events. He expressed enthusiasm about collaborating with partners to enhance digital-level precision and flexibility for live campaigns, allowing advertisers to connect with consumers during culturally significant moments.

Roku's Head of Video Ad Product, Charlie Goodman, also recognized the importance of live TV as a medium for audience engagement, particularly during high-impact moments. He highlighted that as live TV transitions to streaming, effective monetization becomes essential. Magnite's expanded live capabilities, he noted, will facilitate more efficient connections between advertisers and live audiences while maintaining quality viewing experiences through Roku's leading identity framework.

With the launch of Live Scheduler, Magnite is poised to revolutionize the live streaming advertising landscape. By providing a comprehensive solution that addresses operational complexities, Magnite not only enhances the capabilities of media owners but also strengthens the effectiveness of advertisers in engaging with audiences during live events. As the industry continues to evolve, Magnite remains at the forefront, driving innovation and setting new standards for live advertising.