Magnite will serve as the primary video ad server and programmatic technology provider for HP’s new free ad-supported streaming TV (FAST) service, HP TV+. The service delivers content specifically to personal PC users.
The agreement provides HP TV+ with programmatic advertising demand for its banner and video inventory. Advertisers can now reach PC audiences across movies, live sports, and news categories.
Magnite’s ClearLine Curation will integrate HP Media Network’s audience intelligence for programmatic activation. This technology enables buyers to target specific segments based on PC user behavior.
Magnite shares fell 2% to $24.80 following the announcement. Analysts maintain a bullish outlook for the stock provided it remains above key support levels.