Magnite has announced the launch of Live Scheduler, a new capability designed to change the way media owners and advertisers plan and execute ad strategies around live streaming events. As the largest independent sell side advertising company, Magnite aims to bring more structure, predictability, and efficiency to a fast growing sector where real time moments often create significant but hard to capture opportunities. The company describes Live Scheduler as an industry first solution that standardizes how live event advertising is planned, activated, and measured across sports, political events, entertainment broadcasts, and other high engagement moments.
Live Scheduler is integrated into Magnite’s SpringServe platform, enabling media owners to create detailed listings for upcoming live events. These listings include essential information such as event timing, broadcaster details, league or sport category, the nature of the content, and expected levels of audience concurrency. By presenting this data in a unified format, Magnite intends to reduce the fragmentation that frequently limits the efficiency of live streaming monetization. Advertisers and DSP partners, including Amazon DSP, will gain improved visibility into upcoming ad opportunities, allowing them to plan budgets, adjust pacing, and target audiences at the exact moment attention peaks.
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Magnite has already established a strong presence in the live streaming space. Its infrastructure has supported some of the most watched global streaming events, from major sports tournaments to entertainment milestones. This experience informed the development of Live Scheduler, which expands on the company’s existing Live Stream Acceleration technology. The intention is to give both media owners and advertisers more control and flexibility as live streaming continues to grow rapidly across platforms.
Adam Soroca, Chief Product Officer at Magnite, highlighted the thinking behind this new release. “Our deep expertise powering live advertising has given us a clear perspective on what the industry needs next, and continues to inform how we evolve our live capabilities,” he said. “While we introduced LSA to address delivery and optimization challenges, Live Scheduler advances this effort by removing operational barriers. The result is a purpose built system that empowers media owners and advertisers to make the most of the live programmatic opportunity.”
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Chris Conetta, Director of Supply at Amazon Ads, emphasized how the new solution can address long standing challenges. “While live events have long been a powerful way for brands to engage with leaned in audiences, the complexity of scaling programmatic activations has posed challenges for advertisers,” he said. “We’re excited to work with partners to increase digital level precision and flexibility for live campaigns to help advertisers better connect with audiences in cultural moments that matter most to consumers.”
Roku also sees value in Magnite’s expanded capabilities. Charlie Goodman, Head of Video Ad Product at Roku, stated that “Live TV continues to be one of the most powerful mediums for engaging audiences, especially during high impact moments. As Live TV shifts to streaming, monetization is key. Magnite’s expanded live capabilities will help Roku connect advertisers to live audiences more efficiently, while Roku’s leading identity framework ensures effective ad experiences without compromising viewing quality.”
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