A new offering by sell-side advertising platform Magnite - the new name for Rubicon Project and Telaria - has delivered "promising" results for Australia's Seven West Media.
Trade publication Mumbrella quotes head of programmatic sales Luke Smith that Magnite's Unified Decisioning is being used to ensure optimal delivery of direct and programmatic demand. Working alongside major ad servers, it optimises the choice of ad set to consider both direct and programmatic deal priority and yield, while ensuring publishers' business rules, including frequency capping and competitive separation, are enforced. Decisioning allows Seven "to apply complex business rules, and see data and analytics in real-time."
On the demand side, programmatic buyers have greater insight into available inventory and an equal opportunity to compete for premium video content.