ITN and Magnite Introduce First-Ever Programmatic Solution for Local Linear TV in the U.S.

ITN, a leader in automated activation technology for local television, has partnered with Magnite, the largest independent sell-side advertising platform, to launch a groundbreaking solution that enables programmatic buying of live local linear TV—a first for the U.S. advertising market.

With the local TV advertising market projected to hit $21 billion this year, the demand for live, localized inventory has never been higher. This collaboration between ITN and Magnite streamlines access to local TV spots, allowing advertisers to seamlessly buy local linear ads using the same programmatic infrastructure they rely on for digital media.

The initiative builds on the momentum of ITN’s Local Linear SSP, which debuted in late 2024. This proprietary platform leverages a vast network of over 1,100 local TV stations across 75 broadcast ownership groups, converting traditional TV ad inventory into biddable impressions.

By integrating with Magnite’s SpringServe ad server, the platform enables advertisers to programmatically transact on live local linear TV while aligning it with digital video and streaming strategies—offering a unified buying experience that bridges the gap between traditional and digital channels.

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