MAM
JioHotstar and Magnite score big in programmatic ads playbook
Expanded partnership sharpens ad quality and boosts revenue across live content
MUMBAI: In a move aimed at strengthening its digital advertising muscle, JioHotstar has expanded its partnership with Magnite, deepening its use of the ad-tech company’s SpringServe platform to streamline programmatic advertising across its live sports and entertainment portfolio.
The collaboration is designed to help JioHotstar extract greater value from its inventory while maintaining tighter control over the quality of advertisements shown to viewers. Through Magnite’s mediation capabilities, the streaming giant gains improved visibility into programmatic creatives, helping ensure brand safety, transparency and a smoother viewing experience.
The partnership was put to the test during the recently concluded ICC Men’s T20 World Cup, one of the world’s biggest sporting spectacles. Magnite’s technology played a key role in managing and optimising programmatic demand during the tournament, a period marked by massive audience engagement and advertiser interest.
As streaming battles heat up, JioHotstar is ensuring its advertising game stays well ahead of the curve.
JioHotstar, chief product officer, Bharath Ram, said maintaining transparency and ad quality remains a priority as the platform’s programmatic business continues to scale. He noted that SpringServe provides the operational control needed to manage demand quality consistently across both sports and entertainment content.
Magnite’s country manager for India, Sahil Bansal, highlighted JioHotstar’s position at the forefront of India’s rapidly evolving streaming landscape. According to him, as premium streaming audiences continue to grow, efficient management of programmatic demand has become increasingly important, making robust ad infrastructure a necessity rather than a luxury.
The expanded alliance underscores a broader industry trend: as streaming platforms race to capture audiences, the battle is no longer just for eyeballs, it’s also for smarter, safer and more effective advertising. For JioHotstar and Magnite, that means ensuring every ad break works as hard as the content around it.
