Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, has announced that TELUS (TSX: T, NYSE: TU), a leading communications technology company, has chosen Magnite’s SpringServe ad server and Magnite Streaming SSP as its preferred ad technology solutions in Canada. This partnership will see TELUS leveraging Magnite’s ad server for its Free Ad-Supported TV (FAST) and online video advertising inventory.
The collaboration comes amidst a significant transformation in the TV industry, with more consumers turning to ad-supported streaming TV. Magnite’s research indicates that 74% of Canadian consumers now watch streaming TV, compared to 51% viewing traditional paid TV. Since introducing FAST channels to TELUS TV+ customers in April, TELUS has expanded its TV offerings at no cost to users. These channels, which include TIME, Tastemade, The Washington Post, and others, present a unique opportunity for advertisers and agencies to enhance their digital strategies and engage with TV audiences effectively.
Magnite’s SpringServe ad server is purpose-built for connected TV (CTV) and video advertising, providing TELUS with enhanced insights, transparency, and control to deliver optimized video ad experiences. Additionally, Magnite’s Streaming SSP enables TELUS to effectively manage and monetize its CTV inventory, offering specialized tools for premium, long-form video content and ensuring high-quality viewing experiences.
Damien Véran, Head of Canada and LATAM at Magnite, expressed enthusiasm about the collaboration: “Being chosen to support one of Canada’s largest telecommunications firms and enhance their CTV and streaming TV business is a tremendous honor for us. As TELUS’ primary ad tech partner, we are integrating their set-top box, streaming, and online video inventory onto the Magnite ad server, consolidating audiences to address fragmentation challenges for buyers. We look forward to pioneering new paths that will redefine the Canadian advertising landscape and deliver more impactful advertising experiences for their customers.”
Amit Nag, Vice-President of Smarthome, Entertainment, and Transformation at TELUS, emphasized the strategic importance of the partnership: “Our collaboration with Magnite equips us with state-of-the-art technology to deliver premium advertising experiences for consumers and brands alike. FAST channels represent a significant growth opportunity for our business, and we are excited to collaborate with the Magnite team to enhance advertising-supported content experiences for our customers, making it easier and more efficient for advertisers to engage with Canadian viewers.”
