Magnite has introduced Live Scheduler, a new workflow tool aimed at simplifying how media owners and advertisers plan and activate advertising around live streaming events.
The feature, now live within Magnite’s SpringServe platform, is designed to bring more structure and visibility to live programmatic buying.
Live Scheduler lets media owners log upcoming live events, including details such as timing, league, broadcaster and expected concurrency, creating a consistent framework for buyers.
Magnite says the tool reduces fragmentation across live environments and gives DSPs such as Amazon DSP clearer advance visibility of high-attention moments.
What Live Scheduler means for buyers and publishers
The tool builds on Magnite’s existing live infrastructure, including its Live Stream Acceleration (LSA) technology, which has supported major global sporting and entertainment broadcasts.
“Our deep expertise powering live advertising has given us a clear perspective on what the industry needs next,” Adam Soroca, Chief Product Officer at Magnite, said.
“While we introduced LSA to address delivery and optimisation challenges, Live Scheduler advances this effort by removing operational barriers.”
From the demand side, Amazon Ads welcomed the move. “The complexity of scaling programmatic activations has posed challenges for advertisers,” Chris Conetta, Director of Supply at Amazon Ads, said.
“We’re excited to work with partners to increase digital-level precision and flexibility for live campaigns.”
Roku and APAC media owners among first to engage
Roku is among the first platforms to adopt Live Scheduler. “As Live TV shifts to streaming, monetisation is key,” Charlie Goodman, Head of Video Ad Product at Roku, said.
“Magnite’s expanded live capabilities will help Roku connect advertisers to live audiences more efficiently.”
Magnite says APAC remains a high-growth region for live streaming, with media owners seeking more scalable tools to monetise live inventory.
“Live streaming has emerged as one of the fastest-growing formats in the region,” Juliette Stead, SVP, Head of JAPAC at Magnite, said. “We are focused on creating new opportunities for buyers to reach audiences in real time.”
Publisher response in Australia and Asia
Australian broadcaster Nine is also exploring the technology. “Magnite continues to deliver innovative solutions that support our ability to optimise and monetise premium live inventory,” Steve Hines, Director, Programmatic Trading at Nine, said.
Indonesian media group Emtek Media noted the benefits of added precision.
“These expanded capabilities will allow us to be more nimble and precise in connecting advertisers to live audiences,” Haswar Hafid, Deputy Director at Emtek Media, said.