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HP’s PC-based FAST service adopts Magnite’s SpringServe, programmatic activation, and ClearLine Curation capabilities
Magnite (NASDAQ: MGNI) has been selected as the primary video ad server and a programmatic technology provider for HP TV+, HP’s free ad-supported streaming TV (FAST) service designed for personal computers.
Through the partnership, HP TV+ will use Magnite’s technology to support programmatic demand across its video and banner inventory, connecting advertisers with audiences watching content across entertainment, sports, lifestyle, news, and other programming categories.
Full-Stack Technology for HP TV+
HP TV+ is part of HP Media Network and is designed around the PC as both a viewing and interactive environment. Unlike traditional TV viewing, the service allows users to watch content while simultaneously browsing, researching, shopping, and completing other activities on the same device.
Magnite’s technology stack will provide HP TV+ with ad serving and programmatic capabilities intended to support the service as its streaming advertising business expands.
The partnership includes Magnite’s SpringServe ad-serving technology, programmatic activation capabilities, and ClearLine Curation.
Audience Activation Through PC Usage Signals
Through ClearLine Curation, HP Media Network can make consent-based audience intelligence available for programmatic advertising.
Advertisers can access nearly 100 predefined audience segments or create custom segments using insights derived from activity across more than 1,200 PC applications and more than 300 consent-based usage attributes.
The approach gives advertisers the ability to use PC behavior signals when identifying and activating audiences, while maintaining the consent-based framework described by the companies.
Connecting Streaming With Digital Activity
Magnite said the PC environment creates an opportunity to connect streaming consumption with other forms of digital activity because users can view content and take action on the same device.
The company cited data indicating that 50% of FAST viewers consume content on PCs. Magnite said its technology will help HP TV+ provide advertisers with access to audiences across different stages of their digital journeys.
Supporting HP Media Network’s Growth
Chris Ryu, General Manager of HP Media Network, said the partnership is intended to provide the ad-serving and programmatic infrastructure needed to support HP TV+ as the company expands its streaming advertising business.
Chris Signore, Senior Vice President of Business Development at Magnite, highlighted the potential of PC-based streaming to connect entertainment with activities such as research and purchasing.
The partnership gives HP TV+ an integrated technology foundation spanning ad serving, programmatic demand, and audience curation as HP continues developing its PC-native streaming advertising offering.
