TORONTO — Independent sell-side advertising company Magnite has been selected by Canadian telecommunications company Telus to power its ad technology platforms across the nation.
In particular, Telus will use Magnite’s SpringServe ad server and Magnite Streaming SSP as its preferred ad technology platforms in Canada.
Magnite’s ad server will be implemented across Telus’ Free Ad-Supported TV (FAST) and online video advertising inventory.
The timing is ripe for Telus, as it cites Magnite research indicating that some 74% of Canadian consumers are watching streaming TV, compared to only 51% who are watching paid traditional TV.
FAST channels became available to TELUS TV+ customers in April.
“Being selected to support one of the largest telecommunications companies in Canada
and amplifying their CTV and streaming TV business is a great privilege for us,” said Damien Véran, Head of Canada and LATAM at Magnite. “As TELUS’ primary ad tech partner, TELUS is activating their set-top box, streaming, and online video inventory on the Magnite ad server and consolidating their audiences to combat fragmentation challenges for buyers. We are eager to forge new pathways that will redefine the Canadian advertising landscape for the better and create more impactful advertising experiences for their customers.”
— Reporting by RBR+TVBR in Vaughn, Ont.
