Magnite measuring the incremental reach of CTV to linear TV

Advertiser case


Magnite is the world’s largest independent sell-side advertising platform. Publishers use Magnite’s technology to monetise their content across all screens and formats, including CTV, online video, display, and audio. Agencies and brands use Magnite’s platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. In April 2021, Magnite acquired SpotX to further enhance its CTV business and better help clients in this rapidly growing market.


Before a boxing match that was expected to be streamed worldwide, a global sports brand tasked Magnite to promote their workout products through CTV advertising alongside their linear TV campaign. Magnite created a bespoke curated marketplace to accommodate this, allowing the brand to access multiple premium CTV publishers through one entrance point. However, to prove the value of CTV and the quality of its ad inventory, Magnite needed a solution to help them report on the audience composition and incremental reach delivered by this channel.


Powered by AudienceProject’s audience measurement platform AudienceReport and its unique integration to TechEdge, Magnite utilised its measurement solution MetriX to report on the following key campaign metrics:

  • Net audience reach
  • Audience reach by channel
  • Incremental reach by channel

This was done by merging BARB TV panel data (the UK linear TV currency) and AudienceProject online panel data within the TechEdge AxM module (supplier of research and planning tools for linear and non-linear TV consumption data), allowing Magnite to analyse the combined, individual and unique reach for the sports brand’s CTV and linear TV campaigns.



of total audience reached through CTV


of 25-44-year-olds reached through CTV


in-target households in incremental reach delivered by the CTV campaign

The measurement of the sports brand’s CTV and linear TV campaigns showed that 32% of the total audience and 56% of the 25-44-year-olds were reached through CTV. Additionally, it showed that the CTV campaign delivered 104,000 in-target households in incremental reach. These insights helped Magnite prove the importance and effectiveness of CTV as a channel to reach an audience that is unreachable via linear TV, while also demonstrating the quality of its ad inventory, supporting the company’s increased business growth.

Words from our client

Universal measurement has long been the missing component in unlocking multi-channel advertising potential. OTT is growing enormously as audiences realise the benefits of watching TV in a more flexible, personalised way. However, for advertisers to support this growth, a solution was needed which shows how unique audiences behave across channels and platforms, especially linear TV. Working with AudienceProject and TechEdge allows us to facilitate this level of reporting through our MetriX solution while remaining privacy compliant.

Graeme Lynch VP Demand, EMEA, Magnite