Mumbai: JioHotstar has expanded its partnership with Magnite, the independent sell-side advertising company, to enhance programmatic monetisation and mediation capabilities across its live sports and entertainment portfolio.
As part of the collaboration, JioHotstar is leveraging Magnite’s SpringServe platform to power advanced mediation across its live streaming, sports, and entertainment inventory. The move is aimed at improving inventory value, strengthening ad quality controls, and providing greater transparency in programmatic advertising operations.
Through Magnite’s mediation technology, JioHotstar gains enhanced control over programmatic creatives and improved visibility into advertising demand. The platform is designed to support brand safety measures, maintain ad quality standards, and deliver premium viewing experiences for audiences.
The expanded partnership also saw Magnite support JioHotstar during the ICC Men’s T20 World Cup 2026, one of the world’s most-watched sporting events, helping manage and optimise programmatic demand during the tournament.
“Magnite has consistently been a key partner for us whose guidance has proven instrumental in helping us grow our business in the streaming era,” said Bharath Ram, Chief Product Officer at JioHotstar. “Maintaining ad quality and transparency across our open exchange is a priority as our programmatic business scales. Magnite’s SpringServe gives us the operational control we need to manage demand quality and enforce standards consistently across our sports and entertainment inventory.”
Commenting on the collaboration, Sahil Bansal, Country Manager, India at Magnite, said, “JioHotstar has been at the forefront of the digital landscape in India as the market continues to evolve. As their offering scales, efficiently activating and managing programmatic demand has become increasingly important, and Magnite’s infrastructure and technology are built to support these dynamic environments. The success achieved during this year’s cricket World Cup is a significant milestone in our collaboration and builds on our experience supporting some of the largest live events globally. We’re excited to continue working with JioHotstar to help unlock greater value for buyers across their premium live and entertainment portfolio.”
