Magnite, one of the world’s leading independent sell-side ad platforms, has launched Live Scheduler, a new tool designed to streamline programmatic advertising for live events. As live sports, news, award shows, and tentpole broadcasts continue to draw massive real-time audiences, advertisers increasingly look for smoother, more reliable ways to place ads in fast-moving environments. Magnite’s latest innovation aims to solve exactly that.
Live Scheduler gives publishers and broadcasters the ability to automate, organize, and control ad breaks during live programming with higher precision. Traditionally, live event advertising has faced challenges like last-minute schedule shifts, unpredictable run times, and a lack of real-time coordination. Magnite’s tool reduces these complexities by enabling publishers to pre-set when ad breaks will occur, how long they will be, and how they should be executed across programmatic channels.
The platform is built to support high-volume live traffic and ensure consistent ad delivery, even when events run over time or schedules change. This helps broadcasters maintain monetization opportunities while minimizing the risk of missed ad slots — a common issue during dynamic live content.
For advertisers, the tool promises better transparency, improved pacing, and enhanced targeting capabilities, making live event campaigns more efficient and impactful. As demand for connected TV and streaming content continues to rise, solutions like Live Scheduler are becoming essential for the evolving digital advertising ecosystem.
With this launch, Magnite strengthens its position in the live-streaming and CTV advertising space, empowering publishers to maximize revenue while offering brands a more seamless way to connect with massive real-time audiences.
To further support publishers, Magnite has integrated Live Scheduler with its existing suite of CTV and video tools, ensuring a unified workflow across both live and on-demand content. This means broadcasters can now manage their entire advertising strategy from a single platform, improving operational efficiency and reducing reliance on manual intervention. With automated scheduling and real-time controls, publishers gain increased flexibility in adapting ad placements based on audience behavior and event flow.
Industry experts see this launch as a strategic move that aligns with the growing shift toward programmatic-first live streaming. As more major sports leagues, entertainment companies, and digital platforms rely on programmatic infrastructure, tools like Live Scheduler will play a key role in enhancing viewer experience while maximizing advertiser value. Magnite’s innovation arrives at a crucial time, positioning the company to support the next phase of real-time, data-driven advertising around high-engagement live events.
