Magnite, the world's largest independent Sell-Side ad platform (SSP) acquired Nth Party, a data privacy startup for an undisclosed amount.
Using Nth Party’s cryptographic technology, users are able to securely share customer data and perform analytics without the need to decrypt it. Magnite believes that the acquisition would enhance the capabilities of its audience identity solutions for ad sellers on its platform.
Nth Party’s team of seven employees, which includes five engineers, will be absorbed into the 500+ Magnite team.
Analyst QuickTake: Magnite’s acquisition strengthens its first-party audience data solutions, which are increasingly becoming valuable given the challenges brought because of data depreciation and changes to privacy regulations. The acquisition would help it to leverage its existing data partnerships further, ones such as Salesforce, Adobe, Oracle, and LiveRamp.
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