On January 7, 2025, Magnite, the largest independent sell-side advertising platform, and Playwire, a global technology company specializing in ad monetization for web publishers, announced a strategic partnership. This collaboration will make Playwire’s Flex Suite creative ad formats, including Flex Video, Flex Skin, and Flex Rail, exclusively available to programmatic buyers through Magnite.
The partnership allows advertisers to programmatically access Playwire’s high-impact ad formats across a network of pre-certified publishers. These formats are designed to enhance viewability and engagement while ensuring a seamless user experience. By addressing inefficiencies in the digital advertising supply chain, the collaboration aims to direct more advertising revenue to publishers, supporting free ad-supported content and improving performance for advertisers.
Playwire emphasized that their partnership with Magnite enables programmatic buyers to scale high-impact creative formats efficiently. Each site in their network is Flex certified, ensuring ad units function without formatting issues. This provides advertisers with premium inventory that outperforms standard ad units.
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Magnite highlighted the industry’s shift away from traditional banner ads, stating that Playwire’s custom formats offer unique, edge-to-edge ad experiences for media owners and brands. Automating these innovative formats is expected to redefine programmatic display, benefiting both publishers and advertisers.
The Flex Suite includes large-format mobile video, custom skin placements, and expandable mobile units, which can scale to 100% share-of-voice roadblocks. Designed for responsiveness, these formats deliver engaging user experiences across all devices.