Partnership expands monetisation opportunities for airlines through in-flight digital advertising
Magnite and Viasat Aviation have partnered to introduce programmatic advertising across connected aircraft cabins, enabling advertisers to access in-flight entertainment screens and passenger devices through automated ad buying platforms.
The collaboration integrates Magnite’s advertising technology with Viasat Ads, creating a marketplace for advertisers to purchase inventory across Viasat’s in-flight connectivity and entertainment ecosystem. The platform supports advertising on seatback screens as well as passenger-owned devices connected through onboard Wi-Fi.
The development reflects a broader trend within the aircraft interiors and passenger experience sector, where airlines are increasingly exploring ancillary revenue streams beyond ticket sales. As carriers invest in connected cabin technologies, in-flight media is emerging as a new monetisation channel capable of generating value from passenger engagement during flights.
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Viasat’s connectivity and digital entertainment services are deployed across more than 60 airlines and over 4,000 aircraft globally, providing advertisers with access to a large audience of travellers during flight.
According to the companies, the platform will allow advertisers to target campaigns based on factors such as route, destination and travel-related events while providing standardised measurement and reporting capabilities.
“As brands increasingly seek high-quality environments that deliver both scale and attention, in-flight screens and personal devices are emerging as some of the most valuable untapped digital advertising environments,” said Leon Siotis, Senior Vice President, Business Development International, at Magnite.
Ragu Kamakshisundaram, Vice President, Media and Monetization at Viasat, said the partnership brings in-flight advertising into the real-time programmatic marketplace, allowing brands to reach airline passengers more dynamically than through traditional advertising deployment models.
The agreement highlights the growing convergence of connectivity, digital content and ancillary revenue strategies within the aircraft cabin. As airlines continue expanding connected passenger experiences, programmatic advertising is expected to play a larger role in helping carriers monetise onboard digital platforms while offering advertisers access to a captive, highly engaged audience.
