Magnite has partnered with Viasat Aviation to bring programmatic advertising to in-flight Wi-Fi and entertainment screens, opening airline media inventory to automated, data-driven buying.
The collaboration connects Magnite’s programmatic infrastructure with Viasat Ads, giving brands and ad buyers access to in-flight media across passenger devices and onboard platforms. Viasat technology is used by more than 60 airlines on more than 4,000 aircraft worldwide, and Viasat Ads can target passengers by route, destination, and events.
The partnership covers inventory including seat-back entertainment screens and personal devices accessed through onboard Wi-Fi. Magnite said the integration is designed to support consistent ad formatting, reliable measurement, and premium visibility in a brand-safe, high-attention environment.
Leon Siotis, SVP, Business Development, International at Magnite, said: “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.”
Ragu Kamakshisundaram, Viasat’s Vice President, Media and Monetisation, said: “With this launch of programmatic advertising in the sky, we are bringing in-flight media to the real-time world of ad buying.”
The deal reflects the expansion of programmatic advertising into environments that were once difficult to automate. Retail media, connected TV, digital out-of-home, streaming audio, gaming, and in-flight media are all being shaped by buyers seeking measurable reach beyond traditional web display and social feeds.
Advertising infrastructure is also being built closer to transaction and attention moments, as seen in Uber Eats expands restaurant ad tools. The Magnite-Viasat partnership sits in a different environment, but both examples show media owners turning high-intent or captive settings into addressable inventory.
In-flight media has particular appeal because attention can be concentrated. Passengers are seated for extended periods, often engaging with entertainment, Wi-Fi portals, travel content, shopping, destination planning, or services linked to their journey. Route and destination data can support relevance without relying on the same behavioural tracking used across open-web advertising.
Airlines gain another monetisation layer within connectivity and entertainment investment. In-flight Wi-Fi and digital entertainment systems require capital, partnerships, maintenance, and customer-experience discipline. Advertising revenue can help support those economics, although placements must not damage the passenger experience that makes the inventory attractive.
The channel offers brands a mix of scale and context. Travel audiences can be segmented by destination, route, trip type, and timing. Tourism, financial services, premium retail, technology, insurance, entertainment, mobility, hospitality, and destination commerce may all see strategic value. Measurement will be central if buyers are comparing in-flight screens with connected TV, digital out-of-home, or retail media networks.
The partnership also shows how the boundary between offline and online media continues to blur. Aircraft cabins are physical environments, but connected screens and passenger devices can now be bought, targeted, and measured through digital advertising infrastructure. That changes media planning and gives airlines a clearer commercial route for passenger attention.
Programmatic expansion into premium environments brings governance questions. Brands will want assurance around inventory quality, data handling, measurement standards, frequency control, and suitability. Airlines will need to protect passenger experience and brand safety. The commercial upside lies in making in-flight media easier to buy without turning it into another cluttered digital channel.
