Magnite and Acxiom Forge Direct Integration to Enhance Addressable-Based Buying and Maximize Working Media in Streaming
Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, has announced a groundbreaking integration with Acxiom, becoming their first programmatic partner for sell-side data activation. This integration enables advertisers to directly activate first-party and Acxiom's third-party data through Magnite's platform.
The partnership offers significant advantages, including reduced costs, elimination of unnecessary fees, and improved match rates. Magnite's market coverage is impressive, with 99% CTV supply coverage, 96% omnichannel supply coverage, and reaches 92 million US ad-supported streaming TV households.
The collaboration allows advertisers to buy on Acxiom pre-filtered inventory through their preferred DSP, streamlining the activation process and maximizing working media efficiency while maintaining competitive performance.
Magnite (NASDAQ: MGNI), la più grande società indipendente lato vendita nel settore pubblicitario, ha annunciato una integrazione innovativa con Acxiom, diventando il loro primo partner programmatico per l'attivazione di dati lato vendita. Questa integrazione permette agli inserzionisti di attivare direttamente dati di prima parte e i dati di terze parti di Acxiom tramite la piattaforma di Magnite.
La partnership offre vantaggi significativi, tra cui riduzione dei costi, eliminazione di commissioni non necessarie e miglioramento dei tassi di match. La copertura di mercato di Magnite è notevole, con 99% di copertura dell'offerta CTV, 96% di copertura omnicanale e raggiunge 92 milioni di famiglie statunitensi che guardano TV in streaming con pubblicità.
La collaborazione consente agli inserzionisti di acquistare inventario pre-filtrato da Acxiom tramite il DSP che preferiscono, semplificando il processo di attivazione e massimizzando l'efficacia del media operativo mantenendo prestazioni competitive.
Magnite (NASDAQ: MGNI), la mayor empresa independiente del lado vendedor en publicidad, ha anunciado una integración innovadora con Acxiom, convirtiéndose en su primer socio programático para la activación de datos del lado vendedor. Esta integración permite a los anunciantes activar directamente datos de primera parte y los datos de terceros de Acxiom a través de la plataforma de Magnite.
La asociación ofrece ventajas importantes, incluyendo reducción de costos, eliminación de tarifas innecesarias y mejora de las tasas de coincidencia. La cobertura de mercado de Magnite es impresionante, con 99% de cobertura de oferta CTV, 96% de cobertura omnicanal y alcanza a 92 millones de hogares en EE. UU. que usan TV en streaming con publicidad.
La colaboración permite a los anunciantes comprar inventario prefiltrado por Acxiom a través del DSP que prefieran, agilizando el proceso de activación y maximizando la eficiencia del gasto en medios sin sacrificar el rendimiento.
Magnite (NASDAQ: MGNI))는 독립적 셀사이드 광고 기업 중 최대 규모로, Acxiom과 획기적인 통합을 발표했으며 Acxiom의 셀사이드 데이터 활성화를 위한 첫 번째 프로그래매틱 파트너가 되었습니다. 이번 통합으로 광고주는 Magnite 플랫폼을 통해 자체 퍼스트파티 데이터와 Acxiom의 서드파티 데이터를 직접 활성화할 수 있습니다.
이번 파트너십은 비용 절감, 불필요한 수수료 제거, 매치율 개선 등 중요한 이점을 제공합니다. Magnite의 시장 커버리지는 눈에 띄며, CTV 공급의 99% 커버리지, 옴니채널 공급의 96% 커버리지를 보유하고 있으며 광고가 포함된 미국 스트리밍 TV 가구 9,200만 가구에 도달합니다.
이 협업을 통해 광고주는 선호하는 DSP를 통해 Acxiom이 사전 필터링한 인벤토리를 구매할 수 있어 활성화 과정을 간소화하고 작업 미디어 효율을 극대화하면서도 경쟁력 있는 성과를 유지할 수 있습니다.
Magnite (NASDAQ: MGNI), la plus grande entreprise indépendante côté vente dans la publicité, a annoncé une intégration révolutionnaire avec Acxiom, devenant ainsi leur premier partenaire programmatique pour l'activation de données côté vente. Cette intégration permet aux annonceurs d'activer directement des données first-party et les données tierces d'Acxiom via la plateforme de Magnite.
Le partenariat offre des avantages significatifs, notamment réduction des coûts, suppression des frais superflus et amélioration des taux de matching. La couverture de marché de Magnite est remarquable, avec 99 % de couverture de l'offre CTV, 96 % de couverture omnicanale et une portée de 92 millions de foyers américains regardant la TV en streaming avec publicité.
Cette collaboration permet aux annonceurs d'acheter de l'inventaire pré-filtré par Acxiom via le DSP de leur choix, simplifiant le processus d'activation et maximisant l'efficacité des médias employés tout en maintenant des performances compétitives.
Magnite (NASDAQ: MGNI), das größte unabhängige Sell-Side-Werbeunternehmen, hat eine wegweisende Integration mit Acxiom angekündigt und ist damit deren erster programmatischer Partner für Sell-Side-Datenaktivierung. Diese Integration ermöglicht es Werbetreibenden, First-Party-Daten und Acxions Third-Party-Daten direkt über Magnites Plattform zu aktivieren.
Die Partnerschaft bietet erhebliche Vorteile, darunter Kostensenkungen, Wegfall unnötiger Gebühren und verbesserte Match-Raten. Magnites Marktabdeckung ist beeindruckend: 99% CTV-Supply-Abdeckung, 96% Omnichannel-Supply-Abdeckung und eine Reichweite von 92 Millionen werbeunterstützten US-Streaming-TV-Haushalten.
Die Zusammenarbeit erlaubt es Werbetreibenden, über ihren bevorzugten DSP auf von Acxiom vorgefiltertes Inventar zuzugreifen, wodurch der Aktivierungsprozess vereinfacht und die Effizienz der eingesetzten Media-Budgets maximiert wird, ohne die Leistung zu beeinträchtigen.
- Market leadership with 99% CTV supply coverage and 96% omnichannel supply coverage
- Reaches 92 million US ad-supported streaming TV households
- Integration reduces costs and eliminates unnecessary fees
- Improved match rates and reduced signal loss through direct publisher relationships
- None.
Insights
Magnite's integration with Acxiom creates a first-to-market sell-side data activation solution that increases efficiency and reduces costs for advertisers.
Magnite's new integration with Acxiom represents a significant advancement in programmatic advertising technology. As Acxiom's first programmatic partner for sell-side data activation, Magnite is positioned to offer advertisers a more efficient path to activate both first-party and third-party data. The key technical advantage here is the activation occurring on the sell-side rather than through traditional demand-side platforms, which typically involve multiple intermediaries.
Initial testing indicates two primary benefits: cost reduction and improved performance. By eliminating unnecessary fees and middlemen, more of the advertiser's budget can be directed toward 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 partnership leverages Magnite's impressive market coverage - 99% of CTV supply and 96% of overall omnichannel supply. Their reach of 92 million US ad-supported streaming TV households provides Acxiom's data services with extensive distribution. The technical implementation via deal IDs allows buyers to access pre-filtered inventory through their existing DSP relationships, maintaining workflow continuity while gaining new capabilities.
The endorsements from IPG Mediabrands and LG Ad Solutions suggest 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 - they're now offering enhanced data capabilities that directly impact campaign performance and efficiency.
Industry-first integration enables audience decisioning on the sell-side using Acxiom’s full suite of data services
NEW YORK, Aug. 21, 2025 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, today announced an integration with Acxiom®, the connected data and technology foundation for the world’s leading brands, that establishes Magnite as Acxiom’s first programmatic partner for sell side data activation. Advertisers can activate their first-party data and Acxiom’s third-party data directly through Magnite to enhance their addressable buying. Initial testing demonstrates that this streamlined approach to data activation helps reduce costs and aids in eliminating unnecessary fees. This ultimately helps maximize ad spend that goes towards working media while maintaining competitive performance.
Activating through Magnite means buyers can access greater sell-side insights, including advanced forecasting and increased match rates due to Magnite’s direct relationships with publishers. By layering audiences on the sell side via deal IDs, Acxiom clients can buy on Acxiom pre-filtered inventory in their DSP of choice. According to Jounce Media, Magnite leads the market with
“Bringing together Acxiom’s vast and trusted data services with Magnite’s access to unique streaming inventory presents advertisers with a turn-key activation point,” said Martin Wexler, EVP Partnerships at Acxiom. “Magnite’s proximity to inventory helps drive improved match rates and reduces signal loss, enabling advertisers to activate with precision and augment performance across streaming and omnichannel media.”
“We’re pleased to pave the way as the first programmatic sell-side partner to offer a direct integration with Acxiom,” said Kristen Williams, SVP of Strategic Partnerships at Magnite. “By opting for sell-side activation of their data-driven advertising campaigns, advertisers can tap into commercial efficiencies, differentiated data insights from streaming publishers, and further tailor their addressable strategy with Acxiom’s data.”
“The differentiated structure offered by Magnite and Acxiom empowers us to more effectively plan and measure the outcomes of our ad campaigns,” said Jean Fitzpatrick, EVP Commercial Strategy at IPG Mediabrands. “By simplifying activation and reducing fees, we can drive more dollars toward working media and deliver greater value for our clients.”
“LG Ad Solutions brings together premium smart TV inventory and industry-leading TV data to help brands reach audiences with greater precision and scale,” said Mike Evans, Head of Sales, U.S. at LG Ad Solutions. “The Magnite and Acxiom integration complements these efforts by giving advertisers a streamlined path to activation, which ensures more media dollars reach real viewers and delivers measurable outcomes across every screen.”
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world's leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
About Acxiom
Acxiom puts data to work, solving complex challenges for the world’s leading brands and agencies. As the connected data and technology foundation of the Interpublic Group of Companies, Inc. (IPG), Acxiom unifies, connects, and prepares data for AI-driven marketing and decision-making, maximizing technology investments. As leaders in data ethics and governance, Acxiom brings a privacy-first approach to serving clients globally, with locations in the U.S., UK, Germany, China, Poland, and Mexico. Connect with Acxiom on LinkedIn and discover more at Acxiom.com.
Media Contact:
Megan Hughes
mhughes@magnite.com
Alexis Gold
magnite@purposenorthamerica.com
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