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Collaboration enables advertisers to access premium airline advertising inventory through automated media buying
June 2026 – Magnite has announced a partnership with Viasat Aviation to introduce programmatic advertising capabilities across in-flight connectivity and entertainment platforms, opening new opportunities for brands to reach airline passengers through automated, data-driven campaigns.
The partnership will allow advertisers to access advertising inventory available through Viasat Ads, including placements on seat-back entertainment systems and passenger devices connected to onboard Wi-Fi networks. The move represents a significant step in the evolution of travel media, bringing real-time programmatic buying to an environment that has traditionally been difficult to access at scale.
Viasat provides in-flight connectivity and entertainment services for more than 60 airlines globally, supporting thousands of aircraft across its network. Through its advertising platform, the company enables airlines to monetize digital media experiences while offering brands access to audiences during travel.
Expanding Programmatic Advertising Into the Sky
As advertisers continue searching for high-attention environments, in-flight media is gaining recognition as a valuable channel. Airline passengers often spend extended periods engaged with onboard entertainment systems and connected devices, creating opportunities for brands to deliver messages in a less crowded advertising environment.
The integration with Magnite’s programmatic technology allows advertisers to purchase and manage in-flight advertising inventory using automated workflows similar to those used across digital media channels. This can simplify campaign execution while providing greater flexibility and efficiency for media buyers.
Access to Premium and Engaged Audiences
In-flight advertising offers brands access to audiences during a unique stage of the consumer journey. Travelers are often highly attentive, have fewer distractions compared to other digital environments, and spend significant time interacting with entertainment and connectivity platforms.
The partnership enables advertisers to deliver campaigns based on factors such as travel routes, destinations, and contextual travel data, helping improve relevance and audience targeting.
Industry analysts increasingly view travel-related media as an emerging growth area as advertisers look beyond traditional digital channels to reach consumers in premium environments.
Benefits for Airlines and Advertisers
The collaboration is also expected to create new monetization opportunities for airlines by expanding access to advertising demand through programmatic channels. By automating inventory transactions, airlines may be able to increase efficiency while attracting a broader range of advertising partners.
For advertisers, the partnership offers a scalable way to access premium travel audiences while benefiting from standardized ad formats, measurement capabilities, and brand-safe environments.
A Growing Digital Advertising Opportunity
The introduction of programmatic buying to in-flight media reflects a broader trend toward digitizing previously offline advertising environments. As technology continues to improve connectivity and measurement capabilities, channels that were once difficult to buy and manage are becoming integrated into the wider digital advertising ecosystem.
With airline connectivity adoption increasing worldwide and demand for premium audience engagement continuing to grow, in-flight advertising is expected to become an increasingly important component of omnichannel media strategies.
The Magnite-Viasat partnership highlights the industry’s ongoing efforts to expand addressable advertising opportunities and bring new inventory sources into programmatic marketplaces.
