Magnite is the only third-party supply-side partner at launch.
The event is a kickoff to the upfront process, with a focus on streaming and digital platforms.
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In announcing the initiative, Disney posited a sports scenario.
The Texas Longhorns take the field before playing the Arizona State Sun Devils in a College Football Playoff Quarterfinal on ESPN.David J. Griffin/Icon Sportswire via Getty Images
The traditional system has resulted in repetition and locked-in pricing.
