OSN has selected Magnite to manage the delivery of the advertising format to OSN set-top boxes across the region with its Magnite SpringServe video platform ad server.

OSN has announced that it has selected Magnite to power its ‘Advanced TV,’ addressable advertising across the network’s STB linear broadcast and VOD inventory.

The independent sell-side advertising company will manage the delivery of the advertising format to OSN set-top boxes across the region with its Magnite SpringServe video platform ad server.

OSN claims its platform attracts highly engaged, brand-conscious audiences and that it aims to deliver brand experiences aligned with its premium content.

“As the digital landscape evolves in MENA, buyers are increasingly focused on solutions to drive campaign efficiency,” said Hamid Davari, Director – Ad Sales at OSN.

Opening up access to OSNtv’s linear and VOD inventory will allow advertisers to reach audiences with greater precision through the measurability of personalised campaigns.

“With our differentiated STB a mainstay in our overall strategy, it was important to us to find a partner who could help us meet the unique needs of buyers in this market and unlock the value of this inventory,” explained Davari.

On choosing the company as an advertising partner he said, “Magnite stood out not only because of the caliber of their technology but also for their collaborative and solutions-oriented approach to meeting our business needs. We look forward to working with them to deliver more impactful and data-driven advertising experiences.”

Magnite’s SpringServe aims to enable OSN with the tools to more seamlessly manage and distribute targeted ads that were previously only available in digital environments.

“We’re pleased to be working with OSN, a premier broadcaster in MENA, to help them unlock the full value of their inventory and bring previously untapped supply to advertisers” said Leon Siotis, SVP, Business Development, International at Magnite. “With programmatic expected to grow quickly in MENA over the next several years, we’re committed to driving innovation and efficiency to bring value to publishers and buyers in the market.”

This also aims to unlock access to OSN’s highly sought-after direct-to-home households who are historically harder to reach on free-to-air TV or free streaming platforms.