Paramount Australia has partnered with independent sell-side platform Magnite to enable programmatic access to the ad-supported tier of Paramount+ in Australia for the first time.
The move follows the local launch of Paramount+’s ad-supported subscription and is designed to improve how advertisers connect with streaming audiences in premium content environments. It also marks a milestone in Paramount’s broader business and tech evolution, as it gears up to launch its new advertising platform, Paramount Connect.
The integration will see advertisers access Paramount+ inventory through Magnite’s SpringServe video ad server, streamlining how buyers reach local viewers across the platform’s library of originals, global series, films and live sport.
“As the Paramount+ ad tier continues to expand its footprint in Australia, we are committed to offering innovative ways for advertisers to connect with our engaged, high-value audiences,” said Milan Blazevic, Head of Programmatic at Paramount Australia. “By partnering with Magnite, we are unlocking programmatic access to our premium inventory in this market for the first time, providing advertisers with greater flexibility and efficiency in their media buying strategies.”
Yael Milbank, Managing Director, ANZ at Magnite, added: “Magnite is dedicated to driving streaming TV innovation, and our partnership with Paramount+ will unlock access to one of Australia’s most compelling streaming platforms through our industry-leading technology offering brands a first-mover advantage.”
Milan Blazevic and Yael Milbank
Magnite positions itself as the world’s largest independent sell-side advertising company, working with publishers across connected TV, online video, display and audio.
Paramount Australia, meanwhile, continues to expand its ad tech and streaming presence via platforms including Network 10, Nickelodeon, MTV and Paramount Pictures.