ITN and Magnite have unveiled the industry’s inaugural Local Linear TV Private Marketplace, marking a significant advancement in programmatic solutions for local linear TV in the U.S. The collaboration, initially announced in May 2025, has now materialized into a platform that bridges the programmatic gap for local broadcast, offering seamless digital-like workflows for buyers.

Key features of the new platform include self-service deal ID creation, precision controls for targeting, auto-bidding for delivery management, and digital-like delivery dashboards. This development aims to provide a new level of flexibility, visibility, and automation for linear TV, empowering local stations to maintain control over their inventory while enhancing advertisers’ access to premium video supply.

By integrating local linear TV inventory into Magnite’s ClearLine platform, buyers can now conveniently activate video ad campaigns across both linear and digital channels. This convergence of local broadcast’s scale and impact with digital’s efficiency and precision signifies a significant stride towards achieving fully independent local TV programmatic activation, offering advertisers a powerful suite of capabilities for impactful campaign execution.

Furthermore, the platform enables advertisers to seamlessly activate live local linear TV alongside streaming and digital video through real-time bidding and VAST workflows, facilitating a truly converged media strategy. Media buyers have lauded the streamlined workflows that enhance stations’ operational speed, aligning them with national networks and digital platforms.

Looking ahead, ITN and Magnite plan to introduce advanced capabilities for spot TV, direct-to-station access, enhanced audience targeting, and specialized features for key verticals like political advertising, solidifying linear TV’s position in the evolving programmatic landscape.

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