Magnite, the largest independent sell-side advertising company, has announced an exclusive partnership with Playwire, a global leader in ad monetization for web publishers. This collaboration introduces Playwire's Flex Suite creative formats, including Flex Video, Flex Skin, and Flex Rail, to programmatic buyers exclusively through Magnite.

Key Highlights of the Partnership

1. Programmatic Access to Premium Ad Formats
Advertisers can now access Playwire's high-impact creative formats through Magnite, enhancing:

• Viewability: Ad formats designed for superior visibility and engagement.
• Seamless Experience: User-centric formats for uninterrupted browsing experiences.

2. Streamlined Supply Chain
This partnership addresses the disconnect between advertisers and publishers by:

• Ensuring a larger share of ad spend supports publishers directly.
• Sustaining free, ad-supported content while improving advertiser ROI.

3. Certified Inventory for Advertisers
Playwire’s Flex Suite operates exclusively on pre-certified publisher sites, ensuring:

• Correct formatting and collision-free ad placements.
• Premium inventory offering higher performance than standard IAB units.

Leadership Perspectives

Jayson Dubin, CEO of Playwire:
"Our partnership with Magnite scales high-impact creative formats programmatically, giving advertisers access to premium inventory with seamless integration and unmatched performance. Flex certification ensures quality for publishers and advertisers alike."

Sean Buckley, CRO of Magnite:
"Playwire’s custom ad formats redefine programmatic display by moving beyond traditional banners. These innovative units provide media owners and brands with immersive ad experiences, and we're proud to bring them to premium publishers and advertisers through automation."

Innovative Features of Playwire’s Flex Suite

• Flex Video: Large-format mobile video for high visibility.
• Flex Skin: Custom skin placements for immersive branding.
• Flex Rail: Expandable mobile units with options for 100% share-of-voice roadblocks.
• Responsive Design: All formats adapt seamlessly across devices for consistent user engagement.

Impact on the Digital Advertising Landscape

This partnership showcases how high-impact, user-friendly ad formats can drive performance while addressing inefficiencies in the advertising supply chain. By merging automation with premium creative formats, Magnite and Playwire redefine the standards for programmatic advertising.