Quick Take
- NLogic and Magnite launch unified video marketplace combining linear TV and digital inventory
- Platform uses Video Audience Measurement data for cross-platform campaign optimization
- Canadian advertisers gain single-dashboard access to CTV, linear, and digital video buying
- Netflix ad inventory expected to join Canadian programmatic ecosystem by late 2025
- Marketplace addresses fragmented media buying through data-driven transparency
Canadian media buyers get unified video marketplace as programmatic advertising evolves
NLogic and Magnite collaboration, December 2024
NLogic, a subsidiary of Numeri, has teamed up with programmatic advertising platform Magnite to launch Canada’s first integrated video marketplace. The platform combines linear television and digital video inventory through a single dashboard powered by Video Audience Measurement (VAM) data.
The partnership tackles the fragmented landscape that Canadian media planners face by offering unified access to connected TV (CTV), live linear broadcasting, and digital platforms. This convergence represents a major shift toward streamlined campaign management for advertisers who want greater transparency and strategic efficiency.
Data-Driven Integration Changes Media Planning
“We’re thrilled to welcome Magnite as our first programmatic Marketplace partner,” said Peter Farfaras, Vice President of Business Development at NLogic. He highlighted Magnite’s unique position in the streaming industry and its commitment to VAM measurement for data-driven media planning.
The marketplace uses VAM-tracked data to let advertisers access multiple video platforms together, boosting transparency across previously fragmented media environments. This integration delivers comprehensive insights into campaign reach and audience behavior. The result is improved return on investment through measurable outcomes.
Programmatic Growth Picks Up Speed Across Canada
The marketplace launch reflects broader industry movement toward programmatic solutions as advertisers chase maximum media efficiency. Canada is set to gain access to Netflix’s ad inventory through Amazon DSP by late 2025, joining several global markets in expanding programmatic capabilities.
NLogic’s Video Planner platform shows the shift from traditional broadcast methods to integrated, data-rich environments. Media buyers now get comprehensive visibility into cross-platform audience behavior. This enables strategic budget optimization based on actual performance rather than isolated channel metrics.
Unified Measurement Tackles Industry Challenges
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 cross-platform audience behavior rather than fragmented channel performance.
This streamlined approach matches 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.
The partnership positions both companies to capitalize 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.
Strategic Market Evolution
For media buyers, the marketplace removes technical barriers that historically complicated multi-platform campaigns. Single-dashboard access to comprehensive inventory simplifies planning while improving measurement accuracy across all video touchpoints.
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 transformation timeline suggests expanding brand reach while maintaining consumer engagement levels as the Canadian market adapts to integrated programmatic solutions.
