In a major step towards transforming the programmatic advertising ecosystem for connected TV (CTV) and OTT, Magnite, the world’s largest independent sell-side advertising platform, has launched the next generation of its SpringServe video platform.

This unified CTV/OTT solution seamlessly merges SpringServe’s ad serving capabilities with the programmatic strength of Magnite’s Streaming SSP, enabling greater transparency, efficiency, and control for media owners and buyers alike.

As per an official press release issued by Magnite, the new SpringServe platform is now in closed beta with key launch partners including Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery.

According to the March 2025 Supply Path Benchmarking Report by Jounce Media, the upgraded platform provides access to 99% of US streaming supply, measured on a dollar-weighted basis. This unified approach is designed to eliminate unnecessary layers between buyers and streaming inventory while enhancing monetisation opportunities for media companies.

Sean Buckley, President of Revenue at Magnite, emphasized the importance of this launch in keeping pace with the rapidly maturing CTV space. “We’re building this next generation of SpringServe specifically to help our clients and partners stay ahead of emerging opportunities. By unifying the programmatic layer, we’re giving buyers better visibility and more control, while empowering media owners to optimise yield with greater precision,” he said.

The move has received praise from some of the most prominent players in the streaming industry. Jamie Power, SVP, Addressable Sales at Disney, noted that this evolution aligns with Disney’s efforts to scale its global streaming footprint through smarter automation and broader inventory access. LG Ad Solutions’ SVP of Operations, Kelly McMahon, highlighted how SpringServe’s all-in-one orchestration boosts operational efficiency, balancing both programmatic and direct ad deals without compromising the user experience.

Senior executives from Paramount, Roku, and Warner Bros. Discovery echoed similar sentiments. Paramount’s Christopher Owen called the partnership “instrumental in maintaining a seamless viewing experience,” while Roku’s Jay Askinasi lauded SpringServe for enhancing platform transparency and monetisation potential. Jill Steinhauser from Warner Bros. Discovery said the platform’s performance improvements—particularly in faster ad loads and real-time pacing—will have a tangible impact on viewer satisfaction and revenue growth.

Media buying groups have also taken note of the platform’s potential. Will Doherty from The Trade Desk described the integration as a step forward for “a premium, open internet,” and Susan Schiekofer of GroupM US said the unified solution offers better alignment with premium inventory at scale. Omnicom Media Group’s Ryan Eusanio added that Magnite’s innovation ensures advertisers have the control and clarity they need in premium video strategy.

Built to serve the demands of modern digital advertising, the SpringServe platform features intelligent ad decisioning, automated traffic mediation, centralized deal management, seamless access to data via Magnite Access, and an enhanced user interface for ad operations. With a strong mix of programmatic intelligence and operational transparency, the next-generation SpringServe aims to set a new standard in connected TV advertising.