Magnite has announced a major evolution of its ClearLine platform, designed to unify curation and activation across its premium omnichannel supply relationships.
Launching in beta, the update will allow buyers and curators to discover, package and activate inventory in a single workflow. The platform will also integrate AI assistance and agentic workflows, powered in part by Magnite’s recent acquisition of streamr.ai.
Because ClearLine is built on the same infrastructure as SpringServe, Magnite’s video platform, curated campaigns will be executed closer to the impression. According to the company, this will improve data fidelity, reduce signal loss and strengthen return on ad spend. Buyers will also have flexibility to define deal terms, pricing and targeting directly, with access to first and third-party audiences through Magnite Access.
“The future of premium media buying lies in creating a frictionless path between advertisers and audiences,” said Mike Laband, Group SVP, US Revenue at Magnite. “This evolution of ClearLine simplifies this process by empowering advertisers with one tool to curate and activate campaigns across every screen, including streaming TV, where they can directly reach 109 million US ad-supported households.”
Agency partners and publishers welcomed the update. Jean Fitzpatrick, EVP, Commercial Strategy at IPG Mediabrands, said: “ClearLine’s unique capabilities provide us with a more simplified path to inventory, positioning us to drive greater performance and unlock new opportunities across CTV and omnichannel video.”
Marika Roque, Chief Innovation Officer at KERV.ai, added: “When you improve efficiency across our industry, you make room for meaningful innovation and change for good. Magnite’s ClearLine evolution does just that, streamlining access and reducing tech layers.”
From a commerce perspective, Carey Piraino, Director, Strategic Partnerships at Kinective Media by United Airlines, said the update “makes (it) achievable to… connect the right product to the right consumer at the right moment.”
Kelly McMahon, EVP, Global Operations at LG Ad Solutions, highlighted the ability to centralise data and inventory: “That ability to centralise assets allows us to effectively streamline programmatic monetisation, making it easier to preserve performance, maintain transparency, and scale curated offerings with efficiency.”
Meanwhile, Jill Steinhauser, Group SVP at Warner Bros. Discovery, said: “ClearLine enhances our strategic initiatives at WBD to simplify access to our premium storytelling across every screen while driving stronger performance outcomes for advertisers.”