Magnite

Magnite is the world’s largest independent supply-side ad platform (SSP) specializing in premium ad content for the connected TV (CTV) market. Formerly known as Rubicon Partners, Magnite was launched in June 2020, subsequent to its merger with Telaria (SSP for premium video ad content). Magnite’s solutions for ad sellers allow content publishers to showcase their content in an invitation-only marketplace while providing real-time insights and customer identity solutions. For ad buyers, Magnite’s platform provides access to 100+ sources of live streaming content and insights on audience activity, where it leverages first and third-party data solutions from its data partners, which include Salesforce, Adobe, Oracle, and LiveRamp. In May 2022, Magnite signed an agreement with NewsGuard,a trust ratings provider to improve the brand safety and quality of Magnite’s news-oriented ad inventory. More recently, in February 2023, the company unveiled Magnite Streaming, a singular supply-side platform that merges technology from the Magnite connected TV and SpotX platforms. In April 2023, the firm introduced ClearLine, a self-service option that enables ad agencies to directly purchase premium video inventory on its platforms. In June 2023, the firm launched Magnite Access, a suite of omnichannel audience products aimed at helping media owners and their advertising clients optimize data assets.

Magnite’s competitive edge lies in its wide reach, given the number of premium publishers in its network as well as its omnichannel capabilities, which include CTV as well as direct-to-video (DTV) channels such as video, mobile, display, and digital out of home (DOOH). As of September 2021, the firm claims to have a market share of 20%–25% in the CTV market, which it plans to grow to more than 30% within the next five years. 

Key customers and partnerships

As of September 2021, Magnite’s clientele consisted of more than 150,000 marketers, 2,100+ publishers, and 150 demand-side ad platforms (DSP), including Google Ad Manager, Verizon media, and MediaMath. 

In December 2021, it was reported that Magnite maybe considering a strategic deal with one of its DSP partners MediaMath. Such a deal would result in the creation of an end-to-end advertising platform and represent a significant consolidation move in the AdTech space.   

Magnite has entered into a number of partnerships to expand its offerings in the Connected TV space. This includes partnerships with original equipment manufacturers of smart TVs (LG and Samsung), media agencies (Horizon Media), as well as ad-supported video-on-demand (AVOD) services (rlaxx TV), an to expand its offerings globally. In June 2022, Magnite entered the content creation tools space in collaboration with Primis, a video discovery platform, to launch a new video marketplace focusing on sustainability.

In June 2024, the company collaborated with Amazon Ads through the Certified Supply Exchange Program to deliver advanced ad deals, which enhance buyers' results and unveil new chances for sellers.