As streaming television continues to absorb new forms of entertainment, gaming on Smart TVs is emerging as a powerful new frontier for advertisers. That shift matters to the MarTech ecosystem because it expands premium, measurable inventory beyond traditional video. In that context, Magnite and PHȲND have announced a partnership designed to bring scalable programmatic advertising into console quality gaming experiences delivered directly on Smart TVs.
PHȲND, a global cloud gaming platform that enables instant access to high quality games on Smart TVs, has selected Magnite as its ad tech monetization launch partner. Through the integration of Magnite SpringServe ad server and its programmatic capabilities, PHȲND will unlock both direct and programmatic advertising across its growing library of games. The collaboration is intended to create a new channel for brands to reach highly engaged audiences in the living room while supporting an ad supported model that keeps games free for players.
The partnership marks a significant step in introducing programmatic advertising at scale to a Smart TV gaming environment. Using Magnite technology, advertisers will be able to reach audiences across multiple Smart TV manufacturers and a wide range of game genres, from action and sports to casual and family focused titles. All of this inventory will be delivered within PHȲND platform, which is designed to remove friction for players by eliminating downloads, consoles, and complex setup.
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“PHȲND was built to expand the definition of gaming by removing friction for players and unlocking new possibilities for developers and brands,” said André Swanston, Co Founder and CEO of PHȲND. “With Magnite as our ad tech launch partner, we’re bringing both direct and programmatic advertising into cloud gaming for the first time at scale. This creates meaningful value for players through free games, while enabling advertisers to precisely target audiences in an environment that’s brand safe and truly engaging.”
By pairing PHȲND game catalog with Magnite programmatic infrastructure, advertisers gain access to brand safe gaming inventory on Smart TVs. Campaigns can be tailored based on demographics, interests, and play behavior, allowing brands to optimize spend while maintaining a positive player experience through non intrusive ad formats. At the same time, the model supports developers with sustainable monetization as gaming expands beyond traditional consoles.
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“PHȲND brings together the excitement of gaming and the accessibility of smart TVs to deliver an innovative experience for both consumers and advertisers, and we’re proud to support this effort,” said Sean Buckley, President of Revenue at Magnite. “Our deep omnichannel experience across both streaming TV and gaming makes us uniquely positioned to help PHȲND efficiently monetize their premium content.”
The Magnite and PHȲND partnership reflects a broader shift as Smart TVs become the central hub for entertainment worldwide. By combining free games with smarter advertising, the two companies are positioning ad supported cloud gaming as a mainstream channel. For advertisers, this creates new opportunities to connect with audiences where gaming, streaming, and social viewing increasingly converge, reinforcing the role of Smart TV gaming as a meaningful extension of modern digital media strategies.
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