Magna Global grows programmatic network
February 24, 2015
A few years ago, IPGMediabrands announced a huge push into automated buying, saying it wanted to do half its buys through automated services within the next three years.
Here’s the latest move toward achieving that goal: Magna Global is expanding on a consortium it formed in 2013 with partners including A&E Networks, Tribune Broadcasting and Clear Channel to sell TV inventory online.
Now it has formed an online network with 15 smaller cable networks, including Ovation, Reelz and Fuse, which will allow buyers to use its data to find the right buys for their clients.
This will include ads served up based on user behavior, giving spots a greater chance to connect with viewers, Magna argues.
The new effort will not include real-time bidding.
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