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    Tennis Australia implements Magnite’s programmatic advertising on website and mobile app

    Tennis Australia has selected Magnite’s Demand Manager as its Prebid header wrapper solution. It will use it to monetise its display and mobile inventory programmatically for the first time and ahead of the Australian Open.

    Leveraging Demand Manager will provide Tennis Australia with valuable insights, flexibility, and control over header bidding operations and help them to optimise Prebid according to their specific needs in order to improve monetisation.

    Tennis Australia stages a number of international tennis events, including the annual Australian Open. Tennis Australia’s ‘AO Digital’ website and mobile app provide diverse content year-round to 9.5 million users.

    Yael Milbank, managing director of Magnite ANZ, said the team is looking forward to maximising Tennis Australia’s inventory across various formats, driving operational efficiencies and scaling programmatic advertising strategy during and beyond the Australian Open.

    Last year, Magnite introduced machine learning-driven recommendations for A/B testing within its Demand Manager product.

    Built on Prebid technology, Demand Manager empowers leading publishers with the tools, insights, and connections to grow revenue across the ever-changing marketplace of ad exchanges, formats, and vendors.

    The product launch marks the introduction of sophisticated machine-learning algorithms packaged with existing industry-leading capabilities for publishers to manage their Prebid stack.

    See also: Magnite introduces Demand Manager feature to help publishers earn incremental revenue

    The Australian Open is on of the country’s largest and most successful international sporting event and continues to break attendance records – attracting more than 900,000 people in 2023 alone, according to event organisers.

    The event delivers more than $375 million in economic benefit to Melbourne each year and reaches a global audience of more than one billion households.

    The 2024 Australian Open will kick off on Sunday, January 14 and air across Nine’s Channel 9HD and 9GemHD with streaming on 9Now.

    See also: Australian Open 2024: Nine unveils broadcast lineup for iconic tournament

    The post Tennis Australia implements Magnite’s programmatic advertising on website and mobile app appeared first on Mediaweek.

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