Magnite ClearLine

A direct-to-publisher programmatic TV buying platform from the largest independent SSP, positioned as a supply-path optimization solution for CTV and streaming inventory

Magnite ClearLine is a direct-to-publisher programmatic buying platform developed by Magnite, the world's largest independent sell-side advertising platform. ClearLine was purpose-built to allow advertisers and agencies to transact directly with premium TV publishers — including streaming (CTV) and linear TV inventory — bypassing the traditional demand-side platform (DSP) layer. This streamlines the supply chain, reduces fees, and gives buyers more direct control and transparency over their media buys. Launched as a strategic product within Magnite's broader CTV and streaming advertising suite, ClearLine addresses growing industry demand for supply-path optimization (SPO) and direct access to premium inventory. By enabling buyers to activate campaigns directly through Magnite's sell-side infrastructure, ClearLine reduces the number of intermediaries in the programmatic stack, which can lower costs and improve data fidelity. The platform supports both programmatic guaranteed and private marketplace deal structures. ClearLine is particularly significant in the context of the rapidly growing connected TV advertising market, where Magnite holds a dominant position following its acquisitions of SpotX and SpringServe. The product competes with traditional DSPs by offering a more direct, cost-efficient path to premium CTV inventory, and it has attracted interest from major media agencies and brand advertisers seeking greater efficiency and transparency in their streaming TV investments.