NEW YORK: Magnite, the world’s largest independent sell-side advertising company, today announced the launch of Live Scheduler, an industry-first solution designed to streamline how media owners plan, activate, and measure advertising around live streaming events. From major sports tournaments to political debates, Live Scheduler standardizes the framework for real-time ad monetization, enabling greater visibility, precision, and scalability for publishers and advertisers alike.
Integrated within Magnite’s SpringServe platform, Live Scheduler allows media owners to set up upcoming live event advertising opportunities with key details such as event name, timing, league, broadcaster, and expected concurrency. By providing this structured, advance visibility, the tool helps reduce fragmentation across live environments and creates stronger monetization potential for premium real-time content. Buyers and DSPs—including Amazon DSP—benefit from improved forecasting and planning capabilities, ensuring brands reach highly engaged audiences at peak cultural moments.
Magnite’s long-established live infrastructure—which has supported global sports broadcasts, entertainment tentpoles, and high-impact cultural events—has already delivered significant performance improvements through its Live Stream Acceleration (LSA) technology. Live Scheduler builds on this foundation, addressing operational challenges and strengthening the ecosystem for programmatic live advertising.
“Our deep expertise powering live advertising has given us a clear perspective on what the industry needs next, and continues to inform how we evolve our live capabilities,” said Adam Soroca, Chief Product Officer at Magnite. “While we introduced LSA to address delivery and optimization challenges, Live Scheduler advances this effort by removing operational barriers. The result is a purpose-built system that empowers media owners and advertisers to make the most of the live programmatic opportunity.”
“While live events have long been a powerful way for brands to engage with leaned in audiences, the complexity of scaling programmatic activations has posed challenges for advertisers,” said Chris Conetta, Director of Supply, Amazon Ads. “We’re excited to work with partners to increase digital-level precision and flexibility for live campaigns to help advertisers better connect with audiences in cultural moments that matter most to consumers.”
“Live TV continues to be one of the most powerful mediums for engaging audiences, especially during high-impact moments,” said Charlie Goodman, Head of Video Ad Product at Roku. “As Live TV shifts to streaming, monetization is key. Magnite’s expanded live capabilities will help Roku connect advertisers to live audiences more efficiently, while Roku’s leading identity framework ensures effective ad experiences without compromising viewing quality.”
“APAC has long been at the forefront of the global shift from traditional TV to streaming, and live streaming has emerged as one of the fastest-growing formats in the region, capturing highly engaged audiences at scale,” said Juliette Stead, SVP, Head of JAPAC at Magnite. “Magnite has a strong track record of helping media owners unlock the full value of their live inventory, and as viewing habits continue to evolve, we are focused on creating new opportunities for buyers to reach audiences in real time in the moments that matter most and deliver the greatest value.”
“Magnite continues to deliver innovative solutions that support our ability to optimise and monetise premium live inventory,” added Steve Hines, Director, Programmatic Trading at Nine. “We’re looking forward to exploring how Live Scheduler can further streamline our live efforts, helping us connect advertisers to audiences during key live moments with even greater efficiency and impact.”
“Having leveraged Magnite’s technology to enhance our monetisation capabilities, we’re excited to see the company further advance its live offering with Live Scheduler,” said Haswar Hafid, Deputy Director at Emtek Media. “These expanded capabilities will allow us to be more nimble and precise in connecting advertisers to live audiences, while continuing to deliver a high-quality viewing experience.”
