Magnite is the world's largest independent sell-side advertising platform (SSP), enabling publishers to monetize content across all screens including CTV, online video, display, and audio. The company's technology processes trillions of monthly ad transactions and provides brand-safe, high-quality inventory to agencies and brands. Magnite's 2021 acquisition of SpotX significantly strengthened its CTV capabilities, and its recent launch of AI-powered intelligent assistance and agentic execution capabilities further differentiates its platform in the ad tech space.
Magnite is the modular ad platform media owners rely on to drive durable revenue, and buyers & agencies trust to curate premium inventory across every screen.
Magnite is the modular ad platform media owners rely on to drive durable revenue, and buyers & agencies trust to curate premium inventory across every screen.
Magnite advocates for a shift in CTV advertising measurement from traditional ROAS to incremental lifetime value (iLTV). The company argues that connecting CTV ad exposure to long-term business outcomes via closed-loop measurement is essential for proving campaign effectiveness.
HP TV+ has selected Magnite as its primary video ad server and programmatic technology provider for its PC-native FAST environment. The partnership integrates Magnite's SpringServe and ClearLine Curation tools to enable programmatic ad targeting across HP's ecosystem of 1,200 apps.
Magnite is the modular ad platform media owners rely on to drive durable revenue, and buyers & agencies trust to curate premium inventory across every screen.
Magnite has launched Showcase, a tool designed to allow media owners to package premium CTV and display inventory into structured products for discovery by AI buyer agents. The platform integrates with Magnite Orchestration and ClearLine Activation to facilitate the transition from agentic media planning to campaign execution.
Magnite has updated its ClearLine Activate platform to include self-serve audience targeting capabilities, allowing buyers to integrate third-party and publisher first-party data directly into campaigns. The update aims to reduce operational friction by centralizing data activation and eliminating the need for manual deal ID requests.
Magnite hosted a panel with executives from Dentsu Japan, SmartNews, and SMN Corporation to discuss the challenges of shifting advertising spend toward the open internet in Japan. The discussion focused on the need for improved attention-based measurement, simplified programmatic workflows, and the potential for agentic AI to reduce complexity.
Magnite published research indicating that over 50% of Hong Kong viewers use secondary devices while watching TV. The report advocates for industry shifts toward attention-based measurement and cross-device frequency capping to improve programmatic omnichannel campaign performance.
Ad-tech platform Magnite has joined the Databricks CustomerLake ecosystem as an initial launch partner. The collaboration aims to streamline audience activation and identity solutions natively within Databricks for mutual publisher and advertiser clients.
Magnite launched Magnite Orchestration, a new coordination layer designed to connect buyer and seller agents for premium omnichannel inventory. This platform enables AI-driven buying and streamlines ad workflows, with partners like dentsu and DIRECTV Advertising already testing its expanded agent capabilities. The technology aims to integrate AI into existing ad platforms and workflows for more efficient media transactions.
Magnite's 'Streams & Screens: Hong Kong' study, based on a survey of over 900 streamers, details evolving viewing habits and ad engagement in Hong Kong. The report highlights the increasing importance of CTV for advertisers and viewer openness to new ad formats and generative AI in the region. These insights provide guidance for brands and advertisers seeking to effectively reach audiences in this expanding streaming market.
JioHotstar has expanded its partnership with Magnite, India's largest premium entertainment destination, by integrating Magnite's SpringServe for advanced ad mediation across its live sports and entertainment portfolio. This collaboration aims to maximize inventory value and ensure ad quality for programmatic advertising at scale, as demonstrated during the recent ICC Men’s T20 World Cup.
Adam Soroca
Chief Product Officer
