NLogic and Magnite have launched Canada’s first cross-platform video marketplace, 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 Numeris 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, VP of Business Development at NLogic. He emphasized Magnite’s unique position in streaming, highlighting their 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 joins nine other global markets gaining access to Netflix’s ad inventory through Amazon DSP by late 2025, 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 views of campaign reach and audience behavior, 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 optimize budgets based on actual cross-platform audience behavior 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 centers on maximizing 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 capitalize on programmatic growth as Canadian advertisers adopt more sophisticated buying strategies. Integration of VAM data provides the transparency foundation necessary for scaled cross-platform campaigns.
For media buyers, the marketplace eliminates technical barriers that historically complicated multi-platform campaigns. Single-dashboard access to comprehensive inventory simplifies planning while improving measurement accuracy across all video touchpoints.
