Gaming analytics platform Blitz has selected Magnite as its preferred sell-side platform (SSP) to streamline its programmatic strategy. The partnership aims to tap into Australia's thriving gaming ecosystem and connect advertisers with Blitz's diverse community of gamers.

Blitz is centralising all programmatic deals through Magnite to offer advertisers easier access to the company's omnichannel inventory, including display and video. Blitz is a dedicated activity-tracking platform used by millions of gamers worldwide, offering performance insights and learning tools for games like Fortnite, League of Legends, and Valorant. Blitz's gross revenue has seen a triple-digit percentage growth on Magnite's DV+ SSP in the first half of 2024. According to Jounce Media's analysis of bid request volume, Blitz is the number one source of diverse-owned media.

Eddie Lee, VP of Revenue Operations at Blitz, said forging a deeper collaboration with Magnite was important as the group looks to improve its advertising monetisation strategy.

"Magnite has been instrumental in helping us grow revenue while consistently delivering an excellent user experience to the millions of gamers who use the Blitz platform daily. The Magnite team provides valuable insights and recommendations and helps us source advertising demand from premium relevant brands, allowing us to focus more on developing our core products and servicing gamers," he said.

Locally, Nikola Small, Platforms, Lead DV+ at Magnite in Australia was pleased to share the news of the growing partnership.

"This presents a timely opportunity to tap into the thriving gaming ecosystem in Australia and connecting advertisers with Blitz's highly engaged, diverse community of gamers. Our collaboration aims to set a new standard for in-game advertising, prioritising user experience while providing significant value for advertisers, as we work together to unlock the full potential of this genre in Australia," she said.

Ashley Wheeler, SVP of DV+ Platform at Magnite, highlighted the unique opportunities Blitz offers to advertisers. "Advertisers are constantly looking for avenues to reach leaned-in audiences and Blitz offers that through their unique inventory within immersive gaming environments. Blitz's global reach encompasses an audience of engaged gamers across a multitude of age groups, ethnicities, household incomes, and other demographics. Advertisers looking to connect with a gaming audience find unparalleled opportunities through Blitz's extensive and engaged user base."

Magnite is the largest independent sell-side advertising company, used by publishers to monetise their content across all screens and formats.