Magnite Inc Partners with Acxiom for Enhanced Sell-Side Data Activation

Magnite Inc has partnered with Acxiom to enhance sell-side data activation, allowing advertisers to leverage both first-party and third-party data directly through Magnite. This integration aims to streamline data activation, reduce costs, and maximize ad spend efficiency. Magnite leads the market with 99% CTV supply coverage and 96% omnichannel supply coverage, positioning it to potentially increase its market share in the programmatic advertising space.

Magnite Inc. has announced a strategic partnership with Acxiom to revolutionize sell-side data activation, allowing advertisers to directly leverage both first-party and third-party data through Magnite's platform. This integration aims to streamline data activation processes, reduce costs, and maximize ad spend efficiency [1][2].

The partnership marks a significant advancement in programmatic advertising technology. By integrating with Acxiom, Magnite becomes the first programmatic partner for sell-side data activation, enabling advertisers to activate their data-driven advertising campaigns more efficiently. This direct activation on the sell side eliminates the need for multiple intermediaries, reducing unnecessary fees and enhancing the overall efficiency of ad spend [1][2].

Initial testing has shown that this streamlined approach to data activation helps reduce costs and aids in eliminating unnecessary fees. By doing so, more of the advertiser's budget can be directed toward actual media spend, which is particularly valuable in today's environment where advertisers are scrutinizing every dollar in their digital media supply chain [1][2].

Magnite's extensive market coverage further strengthens the partnership's potential. With 99% of CTV supply coverage and 96% of overall omnichannel supply coverage, Magnite reaches 92 million US ad-supported streaming TV households. This extensive reach provides Acxiom's data services with a significant distribution advantage [1][2].

The integration leverages Magnite's direct relationships with publishers, offering advertisers greater sell-side insights, including advanced forecasting and increased match rates. By layering audiences on the sell side via deal IDs, Acxiom clients can buy on pre-filtered inventory through their preferred DSP, maintaining workflow continuity while gaining new capabilities [1][2].

Industry endorsements from IPG Mediabrands and LG Ad Solutions suggest that this integration addresses real market needs for both media buyers and sellers. For Magnite, this partnership enhances its value proposition beyond just providing access to inventory, offering enhanced data capabilities that directly impact campaign performance and efficiency [1][2].

The integration creates a first-to-market sell-side data activation solution, positioning Magnite to potentially increase its market share in the programmatic advertising space. As the world's largest independent sell-side advertising company, Magnite's partnership with Acxiom represents a significant step forward in leveraging data to drive more effective and efficient advertising campaigns [1][2].

References:
[1] https://www.marketscreener.com/news/magnite-and-acxiom-forge-direct-integration-to-enhance-addressable-based-buying-and-maximize-working-ce7c51d3d18df426
[2] https://www.stocktitan.net/news/MGNI/magnite-and-acxiom-forge-direct-integration-to-enhance-addressable-ukeb1t3mcqhv.html