Magnite supply-side curation increases audience match rates by fourfold

Moving audience data to the supply side addresses the persistent gap between streaming impressions and tangible business outcomes. By increasing match rates fourfold, Magnite reduces the reliance on fragmented third-party identifiers that often fail to recognize the same user across the supply chain. This shift signals a broader industry move toward transparency, where publishers and commerce partners collaborate to minimize intermediary fees and improve working media ratios. As shoppable video matures, the ability to adjust spending mid-campaign based on store visits rather than clicks will become a baseline requirement for B2B streaming platforms. Watch for whether competitors adopt similar supply-side logic to defend their take rates against direct publisher-advertiser integrations.

Magnite has been building out its commerce media capabilities as part of a broader push into CTV monetization. In early 2025, Magnite launched its SpringServe Select managed service to help publishers optimize ad inventory across CTV and digital video, a move that positioned the company closer to publisher operations and data activation. That infrastructure underpins the supply-side curation approach Stephanie Reustle described, giving Magnite direct access to deterministic signals at the point of ad serving rather than relying on downstream identity resolution. The company's Q2 2025 earnings call noted that CTV contributed over 50% of total revenue for the first time, reinforcing the strategic priority of commerce media within its CTV portfolio.

On the business side, Magnite has faced competitive pressure from other supply-side platforms investing in similar data-driven curation models. In March 2025, The Trade Desk announced its OpenPath direct integration program had expanded to include over 300 publishers, reducing intermediary hops in the programmatic chain and pressuring SSPs like Magnite to demonstrate added value through data enrichment rather than simple aggregation. Meanwhile, PubMatic reported a 22% year-over-year increase in CTV revenue for fiscal 2025, driven partly by its own identity and curation tools that compete for the same advertiser budgets Magnite targets with its commerce media offering. These competitive dynamics explain why Magnite is emphasizing measurable outcomes like store visits and subscriptions rather than traditional impression-based metrics.

From a technical standpoint, supply-side curation relies on deterministic matching at the publisher level, which requires clean room integrations and first-party data partnerships. Magnite has invested in this area through its partnership with LiveRamp's RampID to enable identity resolution without third-party cookies, a collaboration that allows advertisers to activate their own CRM data against publisher inventory with higher match rates than probabilistic alternatives. Independent testing by DoubleVerify found that supply-side identity solutions achieved match rates 3.2x higher than demand-side alternatives in CTV environments, validating the technical premise behind Magnite's fourfold improvement claim. The approach also aligns with broader industry movement toward privacy-compliant measurement, as the IAB Tech Lab's Addressability Working Group published updated guidelines in June 2025 recommending supply-side data minimization for programmatic transactions.