Observed Signal · Jun 17, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Magnite Partners with Viasat to Programmatize In-Flight Screens
Magnite announced a partnership with Viasat Aviation to bring programmatic advertising to in-flight screens and passenger devices via Viasat Ads. The integration makes in-flight Wi‑Fi and seat‑back entertainment inventory addressable and available for automated, data‑driven buying, enabling dynamic targeting by route, destination and events. Viasat powers connectivity and entertainment across more than 60 airlines and over 4,000 aircraft worldwide. Magnite’s programmatic infrastructure aims to provide advertisers scaled access, consistent ad formatting, measurement and brand-safe, high-attention placements across the in-flight ecosystem.
Creates a new premium addressable inventory channel (in‑flight screens and personal devices) available programmatically, expanding publishers' monetization options and advertisers' high‑attention reach — notable but not industry‑shifting.
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Key Takeaways & Evidence Grounding
- Magnite announced a partnership with Viasat Aviation to enable programmatic advertising on in‑flight screens and passenger devices.
- The collaboration is built on Viasat Ads, Viasat’s in‑flight advertising platform.
- Viasat provides connectivity and entertainment technology used by over 60 airlines on more than 4,000 aircraft.
- In‑flight inventory (seat‑back screens and devices via onboard Wi‑Fi) will be addressable and targetable by route, destination and events.
- Magnite’s programmatic infrastructure will provide streamlined ad formatting, measurement, and scaled access to traveler audiences.
Connected Companies & Entities
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Related Market Signals & Shifts
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Former Utiq and Xandr/Microsoft Leader Joins illuma for AI Scaling
illuma, a London-based AI company specializing in contextual decision intelligence, has appointed Michel Guillon as head of solutions architecture. Guillon brings two decades of adtech leadership experience from Utiq and AppNexus/Xandr/Microsoft, where he worked closely with illuma's integrations. His role will help partners integrate illuma's contextual intelligence into their systems at enterprise scale, leveraging his deep knowledge of DSP and SSP architecture and data interoperability. illuma's AI technology is used by brands, agencies, publishers, and platforms to optimize advertising decisions in real time, and is available through major platforms including The Trade Desk, Equativ, Index Exchange, Amazon, DV360, Yahoo, OpenX, PubMatic, and Magnite. The appointment underscores illuma's expansion across leading advertising platforms.
AI Agents Increasingly Handle Ad Dollars
The article discusses the growing but still experimental use of AI agents in advertising. Companies like Apostra, The Trade Desk, PubMatic, Magnite, and Kargo are developing agentic systems for media buying. Apostra has handled about $1.2 million in ad buys over three months, and Rouge Care reported a fivefold ROAS on CTV ads via PubMatic's AgenticOS. However, highly autonomous deployments represent less than 5% of marketing use cases in 2025. Protocols like AdCP, AAMP, and Amazon's MCP are emerging, but fragmentation risks interoperability. Responsibility for agent decisions remains unclear, and premium advertising remains relationship-driven.
Braze and AWS Sign Strategic Collaboration Agreement
Braze, a leading customer engagement platform, announced a Strategic Collaboration Agreement (SCA) with Amazon Web Services (AWS) at its Forge 2026 conference. The collaboration aims to expand generative AI capabilities, deepen industry innovation, and help brands derive more value from their investments in both Braze and AWS. Key initiatives include integrating Amazon Bedrock into BrazeAI Agent Console™ for AI-powered customer engagement, expanding availability on AWS infrastructure in Asia Pacific regions (Japan and South Korea), and growing procurement through AWS Marketplace. Braze reports significant scale, processing 25.8 trillion data points and 10.2 trillion API calls in 2025. The agreement also builds on Braze's AWS Competency designations across retail, media, travel, and other verticals, with a focus on vertical-specific solutions. Notable customer Bundesliga plans to leverage the expanded collaboration for enhanced fan experiences.
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