Magnite Expands AMC Global Media’s Programmatic Reach Across Linear and Streaming
Event summary
- Magnite and AMC Global Media have expanded their collaboration to enable unified programmatic buying across AMC’s linear and streaming inventory.
- AMC’s linear TV inventory is now available programmatically through Magnite’s ClearLine solution.
- AMC is using Magnite’s Live Scheduler to optimize live linear addressable inventory.
- The partnership aims to streamline media executions and simplify access to AMC’s content for advertisers.
The big picture
This collaboration aligns with the broader industry shift toward consolidating programmatic buying across linear and streaming platforms. As advertisers demand more streamlined, measurable media executions, Magnite’s technology positions it as a key player in bridging the gap between traditional TV and digital streaming. The partnership also underscores the growing importance of live inventory optimization in the evolving TV landscape.
What we're watching
- Programmatic Adoption
- How quickly other traditional TV networks will follow AMC’s lead in offering linear inventory programmatically.
- Upfront Impact
- Whether this unified approach will influence advertiser spending during the 2026-27 upfront negotiations.
- Execution Risk
- The pace at which Magnite can scale this solution across additional media partners without operational bottlenecks.
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