Established in 2020, Magnite is the world’s largest independent sell-side advertising company.
Publishers use Magnite’s technology to monetize their content across all screens and formats including CTV, online video, display, and audio. In 2021, the company acquired SpotX to further enhance its CTV business and better help its clients.
They have offices all around the globe including sunny Los Angeles, New York City, Denver, London and down under in Sydney, where the head of demand at Magnite, Adrian Isoldi is based.
Mediaweek caught up with Isoldi to discuss his role, how he got into his position and in his opinion, what has changed drastically in the industry in the past decade.
MW: How did you get into your role? Was it something you have worked towards for your whole career?
AI: My career in the advertising industry started close to 14 years ago as a Campaign Executive at Mediamotive, Carsales. While I wouldn’t say I was always passionate about advertising, the dynamic and innovative industry I stepped foot in all those years ago has kept me engaged as I love generating unique ideas and finding new solutions.
After nearly two years in my role at Mediamotive, I took a break and spent six months traveling in South America and the US. When I returned to Australia, I decided to explore different opportunities and gained experience in various roles. I briefly worked in recruiting and also served as a Campaign Manager at News Corp, before joining a video ad network called TVN which eventually became Magnite as we know it today.
These experiences allowed me to broaden my skill set and gain a deeper understanding of different aspects of advertising. Over the past 10 years, I’ve gradually assumed more responsibilities and navigated through some significant milestones, including TVN’s acquisition by Tremor Video which later became Telaria, and its subsequent merger with Rubicon Project to become Magnite.
It’s been an interesting ride and an enriching learning experience. Now, working with a dynamic ad tech company like Magnite as Head of Demand in Australia and being at the forefront of programmatic advertising has meant no day is ever the same, and I’m constantly challenged by new developments. I have also been fortunate enough to collaborate and work with a diverse range of clients and talented colleagues, and all interactions have contributed to refining my skills, and gaining valuable insights into this ever-evolving industry we work in – bringing me to where I am today.
MW: Tell me a bit about your team/company and what your current focus is.
AI: As the Head of Demand for Magnite in Australia, I lead our Demand team in the country, which sees me managing both a small go to market buyer team and demand operations facilitations team.
I am lucky to have an amazing team I get to work with every day who consistently perform at the highest level, making them truly the best in the industry. We have so many smart and talented individuals in the business – from strategy to tech, product, engineering and sales – and it’s a real privilege to work closely with all of them. They (together with past colleagues) have all contributed to accelerating my learning and career development.
My current focus and part of my key responsibilities is to create value for our partners, particularly as we navigate a tough macroeconomic environment. I work closely with our product team to enhance our buyer facing tools based on the feedback and interactions I have on a daily basis. As part of my management responsibilities, I am also focused on empowering my team to approach client conversations with confidence by equipping them with the right knowledge and skills to effectively navigate and manage critical discussions.
MW: In your opinion, what has changed drastically in the industry in the past decade?
AI: Nothing and everything. Looking back at a decade ago, I was 28 and about to embark on a new role at TVN in my hometown of Melbourne. At that time, TVN primarily operated as a video ad network, and the concept of programmatic advertising was just emerging. Programmatic advertising has now grown exponentially and it has become the dominant method for trading, accounting for a significant majority of transactions.
Similarly, the growth of streaming over the last ten years has been astounding. Advertising and investment on BVOD didn’t account for much when I first started in the industry. Fast forward to now, it has accelerated at an unprecedented pace, with figures from ThinkTV showing BVOD revenue for the TV ad market in Australia was up 10% to $239 million between July – December 2022, with BVOD ad revenue for the total financial year at $448 million, up 23.5% year-on-year.
Additionally, there’s been a significant shift in the importance of transparency, which has led to the adoption of industry initiatives such as ads.txt to address concerns from both publishers and advertisers around ad fraud, visibility and brand safety. As agencies increasingly seek out more direct connections in certain scenarios, Magnite’s ClearLine solution, which was introduced earlier this year, provides them with direct access to premium video inventory on Magnite’s platforms, while helping Magnite publishers generate more revenue and develop new sources of unique demand. The role of SSPs has also become crucial for both publishers and advertisers, as they facilitate greater control and access to diverse inventory.
MW: What are you and your team currently working on and what do you aim to achieve?
AI: In the true spirit of our industry, there is never just one thing we are working on. We are often managing multiple projects that all contribute to meeting the business’ overarching goals.
We always strive to maintain a balanced approach that delivers innovative solutions, coupled with meeting client requirements. We do this by addressing current product needs to optimise operations, fostering education within the industry, and ensuring we provide comprehensive support to our clients on both the buy and sell sides, all with the goal of maximising their experience working with our platform.
Of course driving financial success and generating substantial growth for our business is a key priority, but one we can’t meet without striving for operational excellence and building strong, long-lasting relationships with our clients.
MW: Are there any specific challenges ahead that you may face?
AI: Looking ahead, there are three key challenges I can foresee. One such challenge is the macroeconomic environment we are currently facing. Like any other industry, the overall market dynamics and fluctuations in the economy have a direct impact on our industry. Our clients’ budgets are equally impacted and scrutinised, and consumer behaviour tends to also shift and evolve in this climate. As a good partner, it’s important for us to also evolve and adapt our strategies to help our clients meet new demands accordingly.
Another challenge is the increased competition within the industry. As the digital advertising landscape continues to evolve, new players enter the market, and existing competitors intensify their efforts. Navigating this competitive landscape requires us to differentiate ourselves, continuously innovate, and provide exceptional value to our clients to stay at the forefront of our industry.
Lastly, while AI has the potential to unlock so many possibilities, its potential impact isn’t yet understood, which can be intimidating. Nonetheless, it remains crucial for us to stay ahead of the curve, harness AI technologies where appropriate, and demonstrate our unique value proposition that goes beyond what automated systems can offer.
In this dynamic and rapidly evolving industry, it is imperative that we remain flexible, embrace and leverage our distinctive expertise and value proposition as we navigate the challenges that lie ahead.
MW: Finally, what’s next/what’s your outlook for the year ahead?
AI: Everything always comes full circle. As we look towards the year ahead, I anticipate there will be a cyclical shift in industry dynamics – where there was expansion, now there will be contraction, and where there was once proliferation, there will now be consolidation.
I expect we will see further flattening of ad tech stacks, which will bring buyers and sellers even closer together. Ideally this would also then lead to greater transparency for both sides, innovation, and a more streamlined programmatic advertising space.
See also: Magnite unveils latest findings into streaming services and its audiences in new research
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Top image: Adrian Isoldi