Magnite, a leading independent supply-side ad platform (SSP), announced an expansion of a multi-year partnership with Horizon Media, a leading media agency in the US with a focus on supply path optimization (SPO), by expanding its media channels to include all formats including CTV, online video, display, mobile, and audio. 

As part of the partnership, Magnite will be a preferred SSP of Horizon Media for the private marketplace and programmatic guaranteed CTV deals. The deal would also result in a custom direct integration between Magnite’s platform and Blu, Horizon Media’s Connected Marketing Platform, enabling Magnite to leverage its data segmentation for omnichannel media buying. 

The firm claims that the new partnership and integration will result in efficiency gains for advertisers using Magnite’s solutions.  

Analyst QuickTake: The new partnership builds on Magnite’s objective of expanding its CTV offerings which continues to account for an increasing share of its topline revenue . In line with this, the firm had also entered into partnerships with CTV streaming services such as rlaxxTV as well as original equipment manufacturers of smart TVs including LG and Samsung to expand the global reach of its solutions.