OSN partners with Magnite to launch addressable TV advertising
Magnite's SpringServe will manage ad delivery for MENA-based broadcaster.
OSN has chosen Magnite, the independent sell-side advertising company, to power its new 'Advanced TV' advertising solution. This marks the first time OSN will offer addressable advertising across its set-top box (STB) linear broadcast and video-on-demand (VOD) inventory. Using Magnite's SpringServe video platform, targeted ads will now be delivered to OSN set-top boxes across the MENA region.
By opening its premium linear and VOD content to addressable advertising, OSN enables brands to reach highly engaged, brand-conscious audiences with personalised, measurable campaigns. SpringServe's ad server equips OSN with advanced tools to manage and distribute ads that were traditionally limited to digital platforms, expanding advertiser access to OSN's direct-to-home households—audiences often difficult to reach through free-to-air TV or free streaming services.
Hamid Davari, Director – Ad Sales at OSN, said: 'As the digital landscape evolves in MENA, buyers are increasingly focused on solutions to drive campaign efficiency. With our differentiated STB a mainstay in our overall strategy, it was important to us to find a partner who could help us meet the unique needs of buyers in this market and unlock the value of this inventory. Magnite stood out not only because of the caliber of their technology but also for their collaborative and solutions-oriented approach to meeting our business needs. We look forward to working with them to deliver more impactful and data-driven advertising experiences.'
Leon Siotis, SVP, Business Development, International at Magnite, added: 'We're pleased to be working with OSN, a premier broadcaster in MENA, to help them unlock the full value of their inventory and bring previously untapped supply to advertisers. With programmatic expected to grow quickly in MENA over the next several years, we're committed to driving innovation and efficiency to bring value to publishers and buyers in the market.'
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