Magnite (NASDAQ: MGNI) announced milestones in its live streaming advertising business, reporting a 56% year-over-year increase in global live sports ad spend from January through July, according to a company press release.

The company said more than 5,800 advertisers spent on live sports inventory during that period who had not done so in the prior year.

Since launching its Live Scheduler tool in November, 37 media owners globally have used the platform to schedule and monetize more than 4,000 live events. Those events include NFL Monday Night Football, the NHL Playoffs, the FIFA World Cup, and the Academy Awards.

Live Scheduler allows media owners to signal upcoming live events in advance, giving buyers the ability to plan campaigns around verified live inventory. Magnite also offers a Live Stream Acceleration tool that automates traffic distribution during high-concurrency viewing spikes.

Jamie Power, SVP of Addressable Sales at Disney Advertising, said in the release that Magnite helps the company "enable and manage the unique demands of live streaming while simultaneously creating more opportunities for the marketplace."

Buyers can access Magnite's live inventory through programmatic channels or through an agentic buying workflow via the company's Buyer Agent product.

Mike Laband, Group SVP of Revenue at Magnite, said the company is "democratizing access to this live inventory in a way that works seamlessly for both sides of the market."