Magnite expands live streaming business with global marketplace and verified inventory

NEW YORK, Sept. 03, 2026 /CourierPR/ -- Magnite, the largest independent sell-side advertising company, has expanded its live streaming business with significant milestones, solidifying its role as the leading partner for live streaming advertising. As the fall media lineup, including the return of NFL and college football, gears up, Magnite has introduced a global marketplace for live streaming, built on verified, event-level transparency.

Traditionally, buyers found it challenging to distinguish between real-time live content and shoulder content. Magnite’s Live Scheduler addresses this issue by allowing media owners to signal upcoming live events well in advance, providing buyers the foresight to plan and execute campaigns with verified live inventory, ensuring engagement with audiences during key moments.

Since its launch in November, Live Scheduler has been adopted by 37 global media owners, which have used the technology to schedule and monetize over 4,000 live events, including high-profile broadcasts such as the FIFA World Cup, NFL Monday Night Football, and the NHL Playoffs. Major cultural moments like the Academy Awards have also been included.

The technology has proven effective, with Magnite seeing a 56% year-over-year increase in global live sports ad spend from January to July. Over 5,800 advertisers have spent on live sports inventory that did not spend in the previous year, highlighting the platform’s growth potential.

“Live programming combines valuable content with attentive audiences, creating powerful opportunities for advertisers,” said Jamie Power, SVP, Addressable Sales at Disney Advertising. “Scalable, reliable technology is crucial for managing the unique demands of live streaming, and Magnite helps us do just that.”

Holly Dunn, Managing Partner, Head of Investment & Activation at Havas Media Network North America, added, “Live events bring people together around shared moments, creating meaningful opportunities for brands to connect with audiences. Marketers are increasingly looking to sports and live programming as a core part of the media mix, and Magnite helps make these opportunities more accessible.”

Magnite’s live streaming capabilities are bolstered by several key features: - Precision activation: Magnite supports sport-specific, daypart-aligned, high-priority line items, ensuring smooth delivery. - Infrastructure built for viewership spikes: Live Stream Acceleration (LSA) automates traffic distribution and decision-making during live viewer surges, optimizing ad performance. - Access via programmatic or agentic workflows: Buyers can easily access Magnite’s live marketplace through programmatic channels or agentic buying workflows.

“Live streaming offers advertisers an unprecedented opportunity to capture massive, highly engaged audiences in real time,” said Mike Laband, Group SVP of Revenue at Magnite. “We are democratizing access to this live inventory, making it work seamlessly for both sides of the market.”

Based in bustling New York City, sunny Los Angeles, mile-high Denver, historic London, colorful Singapore, and Sydney, Magnite operates across North America, EMEA, LATAM, and APAC.