Springserve

What Springserve does

SpringServe is the dedicated video and connected television (CTV) advertising platform operated by Magnite, Inc. (NASDAQ: MGNI), serving as one of two core platform brands within Magnite's modular sell-side ad tech stack alongside DV+ for display and online video. The platform provides server-side ad insertion, programmatic video ad serving, and SSP capabilities for streaming publishers, broadcasters, and FAST channels, with core features including header bidding, real-time bidding, supply path optimization, and the industry-first Live Scheduler for live streaming event advertising. SpringServe operates on a hybrid infrastructure combining on-premises systems with cloud environments, supporting 99.97% uptime across distributed data centers in the US, Europe, and Asia.

The business model is B2B programmatic advertising, generating revenue through transaction fees on the sell-side platform and likely subscription/recurring fees for advanced features, with quote-based enterprise pricing that is not publicly disclosed. SpringServe serves two-sided customers — media owners/publishers (Disney, Spectrum Reach, Warner Bros. Discovery, Roku, LG Ad Solutions, Philo, Business Insider) on the supply side, and buyers/brands/agencies (Amazon Ads, Viant, Kepler, MiQ, Publicis Media Exchange) on the demand side — through a hybrid GTM combining enterprise field sales and product-led self-service capabilities. Recent strategic direction emphasizes agentic AI, with buyer and seller agents, anomaly detection, demand path optimization, and the Advertising Context Protocol layered onto SpringServe as part of the broader Magnite Orchestration initiative launched June 2026.

Name

Springserve

Legal name

Magnite, Inc.

Website

https://springserve.com

Company type

Public

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

SpringServe is Magnite's dedicated video and CTV advertising platform, providing server-side ad insertion and programmatic video ad serving for streaming publishers, broadcasters, and FAST channels, with growing agentic AI capabilities for automated campaign activation and inventory matching.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Infrastructure, Personnel, Operations, Marketing or Sales

Revenue model

1. Programmatic Advertising Platform Fees: Magnite operates as a sell-side programmatic advertising platform connecting buyers and sellers of advertising inventory. Revenue is generated through fees charged to both publishers (media owners) and advertisers/buyers for access to the platform and transaction processing.
2. Technology Services for Media Owners: SpringServe provides specialized video ad serving technology for streaming publishers, likely with platform/SaaS fees for advanced features, analytics, and optimization tools.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

SpringServe is a video and CTV advertising platform providing server-side ad insertion, programmatic video ad serving, and supply-side platform (SSP) capabilities for streaming publishers, broadcasters, and media owners. The platform enables media owners to plan, activate, and measure ads around live streaming events with AI-powered intelligent assistance tools including anomaly detection, demand path optimization, and dynamic pricing. It supports agentic AI capabilities through buyer and seller agents that automate campaign activation and inventory matching.

Product overview

SpringServe operates as Magnite's core video and CTV advertising platform within a modular ad tech ecosystem that includes DV+ (display SSP) and ClearLine (analytics). SpringServe specifically handles programmatic video advertising, server-side ad insertion, and CTV inventory management, while DV+ provides display and mobile ad serving capabilities. The platforms share AI-powered intelligent assistance tools including anomaly detection, demand path optimization, and dynamic pricing, with both supporting agentic AI capabilities (buyer and seller agents) and the Magnite Orchestration layer for coordinated automated execution.

Differentiator

Problem solved

Functional benefit

Brands

• SpringServe: Video advertising platform for CTV and streaming, enabling media owners to plan, activate, and measure ads around live streaming events.

Products and services

• SpringServe Platform SpringServe is Magnite's dedicated video and CTV advertising platform providing server-side ad insertion, programmatic video ad serving, and SSP capabilities for publishers and broadcasters streaming video content. It is designed for media owners seeking to monetize their video and CTV advertising inventory.
• Live Scheduler Live Scheduler is an industry-first SpringServe feature enabling media owners to plan, activate, and measure ads around live streaming events through a standardized workflow, providing buyers and DSPs clearer visibility into upcoming live inventory for precise campaign planning and pacing.
• AI Seller Agent for SpringServe AI Seller Agent is an agentic AI tool embedded in SpringServe enabling sellers to automate inventory matching and campaign execution, supporting Advertising Context Protocol for AI-to-AI communication. Major publishers LG Ad Solutions, Warner Bros. Discovery, and MiQ participated in early testing.
• AI-Powered Intelligent Assistance and Agentic Execution AI-powered intelligent assistance and agentic execution tools for the SpringServe video platform, including anomaly detection, demand path optimization, dynamic pricing tools, and a buyer agent. Designed for media owners and buyers seeking to automate and optimize programmatic advertising.
• Magnite Orchestration Magnite Orchestration is a comprehensive orchestration layer for agentic advertising that coordinates buyer and seller agents across the Magnite ecosystem for automated campaign execution.

Quantifiable outcome

• 270%+ revenue uplift for Kicker using Open Bidding Direct Pay
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered flagship and core.

• PhiloflagshipStrategic or Co-development Partner · 18 June 2026Philo, a San Francisco-based live TV streaming service, launched pause ads across its full ad-supported footprint through both direct and programmatic activation using SpringServe. Magnite collaborated with strategic partners including Magnite, Index Exchange, Kargo, Nexxen, OpenGlass, OpenX, TripleLift, and WunderKIND Ads to bring the product to market.
• KeplercoreTechnology or Integration · 28 April 2026Kepler is currently testing Magnite's agentic AI-driven tools and capabilities as part of early-stage activations.
• MiQcoreTechnology or Integration · 28 April 2026MiQ is testing Magnite's agentic AI capabilities, accessing Disney Advertising inventory for agent-driven workflows.
• Publicis Media Exchange (PMX)coreTechnology or Integration · 28 April 2026Publicis Media Exchange (PMX) is testing Magnite's seller agent-driven workflows as part of the expanded agentic capabilities.
• Disney AdvertisingcoreStrategic or Co-development Partner · 27 April 2026Disney Advertising participated in early-stage testing of Magnite's expanded AI-enabled mediation and agentic capabilities including buyer agent features using Disney Advertising inventory.
• Spectrum ReachcoreStrategic or Co-development Partner · 27 April 2026Spectrum Reach leverages Magnite's AI-enabled mediation and agentic capabilities to better connect buyers with premium content and audiences.
• Scope3coreTechnology or Integration · 7 January 2026Scope3 served as the buyer agent partner for Magnite's first agentic advertising test in December 2025, testing the seller agent embedded in SpringServe.
• LG Ad SolutionsflagshipTechnology or Integration · 7 January 2026LG Ad Solutions was among the major publishers participating in early testing of Magnite's seller agent capabilities on SpringServe.
• Warner Bros. DiscoveryflagshipTechnology or Integration · 7 January 2026Warner Bros. Discovery participated in early testing of Magnite's seller agent capabilities on SpringServe.
• RokuflagshipStrategic or Co-development Partner · 18 November 2025Roku is among the first media partners to utilize Magnite's Live Scheduler solution for planning, activating, and measuring ads around live streaming events.
• Amazon AdsflagshipStrategic or Co-development Partner · 18 November 2025Amazon Ads expressed support for Magnite's Live Scheduler capability, with clearer visibility into upcoming live inventory for DSP buyers.
• ViantcoreTechnology or Integration · 6 November 2025Viant integrated Magnite SpringServe to expand its Direct Access program in CTV advertising, enhancing transparency and efficiency for advertisers.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pubmatic: Independent sell-side ad platform competing in CTV and programmatic video. Direct competitor to Magnite's SpringServe and DV+ for publisher ad serving and header bidding across CTV and online video.
• Adform: Independent programmatic platform operating across demand and supply sides, with CTV and video capabilities. Competes with SpringServe in serving publisher video/CTV inventory in international markets.
• FreeWheel (Comcast): Comcast-owned ad server and SSP specializing in premium video and CTV, with strong broadcaster relationships. Direct competitor to SpringServe for server-side ad insertion and premium video monetization.
• Index Exchange: Independent SSP focused on programmatic digital advertising including CTV. Direct competitor in video/CTV ad serving — also a Magnite partner in the Philo pause-ads launch.
• OpenX: Independent programmatic SSP operating across display, video, and CTV inventory. Direct competitor for publisher monetization, also listed as a Magnite collaboration partner on Philo pause-ads.
• Nexxen: Programmatic omnichannel platform providing SSP, DSP, and CTV capabilities. Listed as a Magnite collaboration partner on the Philo pause-ads product and an active competitor in CTV/streaming video monetization.

Broad incumbents

• The Trade Desk: Largest independent DSP with growing presence in CTV buying. Operates across buy-side rather than directly competing in supply-side ad serving, but increasingly influencing how CTV inventory is transacted — a competitive and ecosystem force for SpringServe.
• Amazon Publisher Services: Amazon's supply-side platform including Transparent Ad Marketplace and publisher header bidding. Competes with SpringServe for CTV supply while Amazon DSP also influences buy-side competition.
• Google Ad Manager: Google's dominant ad server and SSP. Walled-garden competitor with structural advantages from owning the browser, demand-side stack, and major supply (YouTube CTV). SpringServe competes with AdX/AdX for publisher CTV and video inventory.

Emerging players

• Beeswax (now FreeWheel-owned; Cesvio): Custom bidding and SSP technology for CTV/online video; integrated under FreeWheel/Comcast. Operates in the same video ad serving technology category as SpringServe, with overlapping publisher relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/magnite
• LinkedInlinkedin.com/company/springserve
• Instagraminstagram.com/heymagnite
• Facebookfacebook.com/SpringServeNow

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Springserve