iWorld
Streaming ahead of the curve with springserve’s ad tech revamp
MUMBAI: Magnite is turning up the volume in the streaming ad world with the next-gen launch of its Springserve video platform, an upgraded OTT/CTV solution that fuses the precision of its award-winning ad server with the programmatic prowess of Magnite’s Streaming SSP. It’s a bold move aimed at simplifying ad delivery and maximising monetisation for major players like Disney, Roku, LG, Paramount, Samsung and Warner Bros. Discovery.
Tailored for the evolving needs of global streaming giants, the platform now connecting buyers to 99 per cent of US streaming supply and has been validated by Jounce Media’s March 2025 Supply Path Benchmarking Report. For media owners, the new tech means smarter yield, streamlined workflows and real-time visibility across ad operations.
“As the CTV space matures, there’s a significant opportunity to enhance the advertising process for media owners and buyers,” said Magnite president for revenue Sean Buckley. “We’re building this next generation of Spring Serve specifically to help our clients and partners stay ahead of these emerging opportunities. By unifying the programmatic layer as a complementary step in the buying process, not only does it give buyers greater transparency, predictability, and control over their ad placements, but it lays the foundation for more effective monetisation and yield management for media owners.”
“Disney continues to expand our global streaming footprint in collaboration with Magnite—unlocking more premium inventory and making it even easier for advertisers to access our portfolio at scale,” said Disney SVP for addressable sales Jamie Power. “Together, we’re advancing a shared vision for innovation—one that prioritizes automation, flexibility, and smarter tools to help our partners drive meaningful impact in the live streaming space.”
“Controlling demand sources and optimizing ad placements in real time is essential to our strategy,” said LG Ad Solutions SVP of operations Kelly McMahon. “SpringServe gives us the power to orchestrate everything in one platform balancing programmatic demand and direct deals more effectively, without compromising the viewer experience.”
“Working with valuable partners like Magnite has enabled Paramount to further optimize our programmatic demand sources, driving greater efficiency and performance while preserving a seamless viewing experience for our audiences,” said Paramount SVP of partnerships Christopher Owen. “Continued advancements in programmatic play a meaningful role in our ongoing success both as a company and as part of the broader industry.”
“Together with Magnite, we can create more opportunities for advertisers that offer platform transparency and flexibility across monetization, demand access, and user experience optimization,” said Roku SVP of global media revenue and growth Jay Askinasi. “SpringServe connects us more directly with DSPs, streamlining operations and augmenting revenue potential. This is an approach we believe will help attract greater advertising investment into the CTV ecosystem.”
“Our long-standing partnership with Magnite has been instrumental in shaping our video monetization strategy, and we’re excited to partner with Magnite as they advance the SpringServe video platform,” said Warner Bros. Discovery SVP for revenue strategy and operations Jill Steinhauser. “We’re particularly looking forward to benefiting from the performance enhancements that enable faster ad loads and real-time pacing.”
“Magnite helps fuel the premium, open internet,” said The Trade Desk SVP of inventory development Will Doherty. “Combined with tools like OpenPath, the next generation of SpringServe is accretive to advertisers and publishers and most importantly so consumers can continue to enjoy the content we all love like CTV, journalism and more.”
“Magnite’s unified SpringServe platform offers significant clarity and cohesion in the streaming TV marketplace,” said Groupm US chief media officer, Susan Schiekofer. “By providing deeper insight into the supply path and stronger alignment with premium inventory at scale, it empowers us to make smarter, faster buying decisions and ultimately deliver better outcomes for our clients.”
“At OMG, we believe it’s a core right for advertisers to control and know where their ads deliver,” said Omnicom Media Group SVP of video and programmatic Ryan Eusanio. “Magnite’s SpringServe video platform helps us give our clients more control of their premium video strategy and enables better curation and targeting for campaigns.”
The new SpringServe boasts a centralised deal dashboard, intelligent ad decisioning, automated routing for optimal ad delivery, and seamless integration with Magnite Access for data-driven targeting. It also simplifies operations with a revamped user interface and real-time reporting tools.
As competition in CTV heats up, Magnite’s play positions it as the adtech partner of choice for streaming’s biggest names where precision meets premium, and innovation gets centre screen.
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
