Magnite Integrates with Acxiom to Enhance Addressable Buying and Reduce Fees

Magnite, the largest independent sell-side advertising company, has integrated with Acxiom to enable advertisers to activate their first-party data and Acxiom's third-party data directly through Magnite. This integration aims to enhance addressable buying and reduce costs by eliminating unnecessary fees. Advertisers can access greater sell-side insights, including advanced forecasting and increased match rates, through Magnite's direct relationships with publishers.

Magnite, the leading independent sell-side advertising company, has announced a groundbreaking integration with Acxiom, a connected data and technology foundation for leading brands. This integration enables advertisers to activate their first-party data and Acxiom's third-party data directly through Magnite's platform, aiming to enhance addressable buying and reduce costs by eliminating unnecessary fees.

The partnership allows advertisers to access greater sell-side insights, including advanced forecasting and increased match rates, through Magnite's direct relationships with publishers. This streamlined approach to data activation helps maximize ad spend that goes towards working media while maintaining competitive performance.

Magnite's impressive market coverage, with 99% CTV supply coverage and 96% overall omnichannel supply coverage, reaches 92 million US ad-supported streaming TV households. This extensive distribution provides Acxiom's data services with a robust platform for distribution.

Initial testing demonstrates that this integration helps reduce costs and eliminate unnecessary fees, enabling more of the advertiser's budget to be directed towards actual media spend. This efficiency gain is particularly valuable in today's environment where advertisers are scrutinizing every dollar in their digital media supply chain.

The integration leverages Magnite's proximity to inventory, driving improved match rates and reducing signal loss. By layering audiences on the sell side via deal IDs, Acxiom clients can buy on Acxiom pre-filtered inventory in their DSP of choice, maintaining workflow continuity while gaining new capabilities.

The partnership is endorsed by industry leaders such as IPG Mediabrands and LG Ad Solutions, suggesting that this integration addresses real market needs for both media buyers and sellers. For Magnite, this partnership enhances their value proposition beyond just providing access to inventory, offering enhanced data capabilities that directly impact campaign performance and efficiency.

References:
[1] https://www.stocktitan.net/news/MGNI/magnite-and-acxiom-forge-direct-integration-to-enhance-addressable-ukeb1t3mcqhv.html
[2] https://www.marketscreener.com/news/magnite-and-acxiom-forge-direct-integration-to-enhance-addressable-based-buying-and-maximize-working-ce7c51d3de88f125