Case Study: Magnite achieves incremental CTV reach insights with AudienceProject

Magnite Measuring the Incremental Reach of CTV to Linear Tv

Magnite, the world’s largest independent sell-side advertising platform, needed a way to prove the value of CTV and the quality of its ad inventory for a global sports brand running a CTV campaign alongside linear TV around a major boxing match. Working with AudienceProject, Magnite used its MetriX measurement solution to understand audience composition and incremental reach across channels.

AudienceProject’s AudienceReport platform, integrated with TechEdge and BARB TV panel data, enabled Magnite to measure net reach, reach by channel, and incremental reach for the sports brand’s CTV and linear TV campaigns. The results showed that CTV reached 32% of the total audience, 56% of 25-44-year-olds, and delivered 104,000 in-target households in incremental reach, helping Magnite demonstrate the effectiveness of CTV in reaching audiences not accessible through linear TV.

Magnite

Graeme Lynch

Vice President Demand, EMEA