Tennis Australia is set to monetise its owned display and mobile inventory programmatically, selecting Magnite's adtech platforms to deliver programmatic advertising to partners.

The tennis body has selected Magnite's DV+ platform and Demand Manager as its wrapper solution in order to deliver programmatic display and mobile inventory for the first time. Demand manager will be the Prebid header bidding wrapper solution and is designed to help optimise Prebid according to Tennis Australia's specific needs, maximising the value of their inventory across various formats.

This move comes ahead of the Australian Open, Australia's largest international sporting event, which attracted over 900,000 people in 2023 and delivers an annual economic benefit of more than $375 million to Melbourne. The platform went live on 22 December, and buyers can now also access and purchase inventory programmatically.

Tennis Australia's 'AO Digital' website and mobile app provide content to 9.5 million users and reach a global audience of over one billion households. The decision to monetise this vast user base programmatically represents a significant shift in the organisation's advertising and media strategy.

Magnite, a global independent sell-side advertising company, is providing Tennis Australia with insights, flexibility, and control over header bidding operations.

"We're excited to be working with Tennis Australia to help them maximise the value of their inventory across various formats," Managing Director, ANZ at Magnite, Yael Milbank, said. "We look forward to helping them drive operational efficiencies through our technology and supporting them in their efforts to scale their programmatic advertising strategy during and beyond the Australian Open."

Magnite is known for helping publishers monetise their content across all screens and formats, including CTV, online video, display, and audio. The partnership with Tennis Australia, therefore, aligns with Magnite's broader mission and expertise.