NLogic and Magnite have launched a cross-platform video marketplace in Canada, integrating linear and digital video inventory through a unified dashboard powered by Video Audience Measurement (VAM) data.”The collaboration marks a significant shift toward converged media buying for Canadian advertisers seeking streamlined campaign management.
Built on VAM-tracked data, the marketplace allows advertisers to access CTV, live linear, and digital platforms collectively, enhancing transparency and strategic efficiency across fragmented media environments. NLogic, a Numeri’s subsidiary, partnered with sell-side advertising platform Magnite to address the complex landscape facing Canadian media planners.
“We’re thrilled to welcome Magnite as our first programmatic Marketplace partner,” said Peter Farfaras, Vice President, Business Development at NLogic. He emphasised Magnate’s unique position in the streaming industry, highlighting its commitment to VAM measurement for data-driven media planning.
Programmatic Expansion Accelerates
The marketplace launch reflects broader industry movement toward programmatic solutions as advertisers seek maximum media efficiency. Canada is set to gain access to Netflix’s ad inventory through Amazon DSP by late 2025, joining several global markets. “Expanding brand reach while maintaining consumer engagement levels.
NLogic’s Video Planner platform exemplifies the shift from traditional broadcast methods to integrated, data-rich environments. Media buyers now gain comprehensive insights into campaign reach and audience behaviour, driving improved return on investment through measurable outcomes.
Unified Measurement Drives Strategy
The VAM dataset integration addresses long-standing industry challenges around audience measurement across platform silos. By combining linear television and digital video data, advertisers can optimise budgets based on actual cross-platform audience behaviour rather than isolated channel performance.
This streamlined approach aligns with increased demand for accountability in media spending. As consumer viewing habits fragment across multiple screens, unified measurement becomes critical for strategic budget allocation and performance evaluation.
Market Transformation Timeline
While initial focus centres on maximising reach and measurement capabilities, the strategic framework indicates broader industry evolution toward unified, accountable media landscapes. Success metrics shift from traditional output measures to measurable business outcomes.
The partnership positions both companies to capitalise on programmatic growth as Canadian advertisers adopt more sophisticated buying strategies. The integration of VAM data provides the transparency foundation necessary for scaling cross-platform campaigns.
For media buyers, the marketplace eliminates technical barriers that historically complicated multi-platform campaigns. Single-dashboard access to a comprehensive inventory simplifies planning while improving measurement accuracy across all video touchpoints.
