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.

Also Read: PubMatic Launches Next-Generation AI-Powered Media Buying Platform to Transform Programmatic Advertising

Key Integration Highlights:

• Real-Time Bidding for Local Linear TV: Advertisers can now purchase live local linear inventory programmatically, using VAST workflows that align with their existing streaming and online video campaigns.
• Impression Forecasting with Bid Multipliers: Magnite’s SpringServe platform supports one-to-many delivery models, enabling efficient planning and buying of local TV at scale.
• Seamless Workflow for Broadcasters: Local stations gain the tools to directly compete for ad dollars alongside national TV and digital platforms—without overhauling existing infrastructure.

“Programmatic linear TV is finally happening,” said Todd Watson, CEO of ITN. “Linear TV is still one of the most powerful mediums available to advertisers, but it was getting squeezed out of media plans because it was harder and more expensive to activate than its digital counterparts. This collaboration changes all that.”

Matt McLeggon, SVP of Advanced Solutions at Magnite, added: “Local linear TV represents massive incremental reach and scale for digital advertisers—and it’s a very valuable way for them to connect with audiences they may be missing. Our collaboration with ITN marries linear-focused technology with programmatic efficiency to create an ideal TV ad buying experience.”

The solution has already seen success in early deployments. Multiple Fox Television Stations have completed programmatic transactions using ITN-supplied inventory, signaling strong market validation.

“As we navigate a new era of selling video impressions, it is imperative to collaborate with those who share our forward-thinking mindset. Being the first station group to participate in programmatic transactions of ITN-supplied inventory reflects that commitment,” said Tom Fleming, SVP of Sales, Fox Television Stations. “We understand the unique value our audience delivers to marketers—but we also recognize the need to make that value easier to access and act on. This platform gives our clients a streamlined, digital-like buying experience that helps us compete more effectively in today’s media landscape.”

As programmatic infrastructure continues to evolve, ITN and Magnite’s partnership marks a major milestone in bridging traditional broadcast with the agility of digital media, helping advertisers reach more viewers efficiently and at scale.