Magnite Partners with ITN to Launch LocalLinear TV Private Marketplace for Enhanced Advertising

### Bridging the Gap: Magnite and ITN Launch LocalLinear TV Private Marketplace

In a significant development for the advertising industry, ITN, a leader in automated activation technology for local television, partners with Magnite, the largest independent sell-side advertising company, to introduce the LocalLinear TV Private Marketplace. Officially announced on October 30, 2025, this innovative platform aims to revolutionize local broadcasting by closing the programmatic gap that has traditionally existed in this sector. By leveraging features such as self-service deal ID creation and precise geo-targeting controls, advertisers can now replicate digital workflows in the realm of local linear TV. This strategic collaboration integrates local linear TV inventory with Magnite's advanced ClearLine platform, allowing for seamless discovery, packaging, and activation of video ad campaigns that intertwine both linear and digital video formats.

The LocalLinear TV Private Marketplace represents a transformative shift in how advertisers approach local television advertising. With the introduction of auto-bidding for delivery management and digital-like delivery dashboards, media execution becomes more efficient and automated. This platform not only empowers advertisers with greater control but also ensures that local stations maintain authority over their inventory. Todd Watson, CEO of ITN, emphasizes that this launch marks a pivotal moment in linear TV activation, equating the process to the simplicity of digital purchasing. By harnessing the capabilities of real-time bidding, this initiative paves the way for a converged media strategy that includes live local linear TV alongside streaming and digital video, thereby enhancing the overall effectiveness of advertising campaigns.

Furthermore, the LocalLinear TV Private Marketplace aims to enhance transparency and control for buyers through advanced campaign management tools. Matt McLeggon, SVP of Advanced Solutions at Magnite, highlights that this partnership simplifies access to local linear TV inventory for programmatic buyers, ultimately improving the management and measurement of their overall video advertising investments. As advertisers seek comprehensive access to premium video supply, this collaboration positions Magnite and ITN at the forefront of a new era in advertising, where executional ease and campaign efficiency take center stage.

In related news, the launch of this platform underscores the growing trend of integrating traditional media with programmatic capabilities. As advertisers increasingly seek to optimize their ad spend across various channels, solutions like the LocalLinear TV Private Marketplace provide essential tools to navigate the complexities of modern advertising landscapes. This initiative not only highlights the evolving nature of local broadcasting but also signals a promising future for the convergence of linear and digital advertising strategies.