Magnite expands measurement partnerships across EMEA

Magnite, the world’s largest independent sell-side advertising company, today announced an expanded suite of measurement partners across EMEA. AudienceProject, Digiseg, Happydemics, and Innovid are among the providers Magnite is working with to equip buyers and sellers with the appropriate tools to streamline omnichannel measurement activation.As TV consumption shifts from linear to digital, measurement is key to enabling connected television (CTV) to achieve its full potential. Magnite is building a portfolio of partnerships with technologies designed to help buyers and sellers solve for fragmentation as the industry reevaluates how to optimise across all screens. Magnite’s relationships with these measurement providers help buyers and sellers across EMEA access solutions to help inform business decisions.“The importance of measurement across all formats will help advertisers better understand the performance ROI of their ad campaigns, helping them to improve outcomes and ultimately unlocking more ad budgets that will go to publishers,,” said David Snocken, VP, Strategic Partnerships at Magnite. “We believe that having access to a wide variety of measurement tools is crucial to fuel advertising’s growth. Magnite is intent on working with trusted partners who can help simplify measurement activation and facilitate more transparent programmatic transactions between buyers and sellers.”“At AudienceProject, we want to help advertisers allocate their ad budgets more efficiently with cookieless and privacy-safe cross-media measurement,” said Martyn Bentley, Commercial Director, UK at AudienceProject. “Our platform empowers advertisers to make confident marketing decisions and reach their audience more effectively based on independent, comprehensive cross-media measurement. We value our partnership with Magnite, delivering for their clients and innovating for the future.”“Digiseg is one of the largest independent data providers in the world, founded on the principle to segment the entire internet,” said Søren H. Diensen, CEO at Digiseg. “Our core audiences help advertisers evaluate campaigns and websites and can also be used to target online advertising. Working with Magnite allows us to provide quality measurement solutions across their client base.” “Happydemics strives to provide the advertising market with a seamless, unique measurement methodology based on campaign exposure, across all media such as CTV,” said Virginie Chesnais, CMO at Happydemics. “Working with Magnite allows us to deliver future-proofed KPIs for advertisers to drive brand lift, and better invest in increasingly saturated markets.”“As the TV video mix continues to diversify, CTV is taking an increasingly larger role. Understanding streaming’s ability to drive incremental reach above and beyond linear has become a top priority for advertisers,” said Andrew Longworth, VP of Advanced TV at Innovid. “By working with Magnite, we’re helping to ensure that advertisers and publishers in the UK and Germany have access to independent, real-time measurement across linear and CTV to inform optimisations that maximize campaign reach.”

Disney+ to launch ad-supported model in EMEA

Streaming company Disney+ will unveil its ad-supported subscription model in some markets in Europe, the Middle East and Africa (EMEA) towards the end of this year.In a recent announcement, the company reported a substantial decline of 12.5 million paid Disney+ subscribers in the third quarter of 2023. This marked a substantial decrease, representing the largest membership reduction since April 2020.Responding to this decline, Bob Iger, CEO of Walt Disney Co., laid out a fresh approach for international markets, encompassing increased pricing and the debut of a novel standard tier subscription scheme. Moreover, Iger divulged plans to introduce a standard subscription tier with advertisements in chosen EMEA markets and Canada.At present, a Disney+ subscription in the UAE commands a monthly fee of AED 29.99. However, the company stated that the proposed ad-supported plans will start at 24.1 dirhams (€5.99 or $6.58) per month in EMEA and $7.99 per month in Canada.Customers currently subscribed in relevant markets will remain within the premium tier, exempt from advertisements, despite the impending price hike in December. They will have the choice to transition to one of the new more affordable plans. Launching on November 1, the ad-supported, Standard, and Premium packages in designated European markets and Canada will give users access to the comprehensive Disney+ content library, including substantial offerings from Hulu. Iger also revealed the company's intention to clamp down on password sharing, taking a cue from the actions taken by streaming counterpart Netflix this year. He said: "We are actively evaluating strategies to tackle account sharing and exploring optimal solutions for paying subscribers who wish to share accounts with their acquaintances and relatives." Iger additionally conveyed that the company intends to implement approaches to drive revenue generation by 2024.