New York Times Advertising and Magnite Enter Strategic Collaboration for In-App Supply
Rhea-AI Summary
New York Times Advertising and Magnite (NASDAQ: MGNI) expanded a strategic collaboration to make Magnite's DV+ the preferred platform for private marketplace deals for The New York Times's mobile in-app ad supply. The deal gives advertisers direct access to premium in-app inventory across The Times's apps, driven by doubled app audiences over two years and a near 19% YoY CTR improvement, while aligning with an industry outlook projecting 24% mobile in-app ad growth by 2027. The collaboration aims to enhance addressability, control, and measurable campaign outcomes for marketers.
Positive
- The New York Times app audience doubled over the last 2 years
- Click-through rate improved nearly 19% YoY
- Magnite DV+ named the preferred private marketplace platform for NYT mobile in-app supply
- Industry projection: mobile in-app advertising growth of 24% by 2027
Negative
- None.
News Market Reaction
On the day this news was published, MGNI declined 1.42%, reflecting a mild negative market reaction. Argus tracked a peak move of +2.1% during that session. Our momentum scanner triggered 2 alerts that day, indicating moderate trading interest and price volatility. This price movement removed approximately $23M from the company's valuation, bringing the market cap to $1.62B at that time.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
MGNI gained 2.57% while sector peer in momentum scanner CRTO fell 8.31%. Other peers show mixed, mostly modest moves, indicating this partnership looks more stock-specific than sector-driven.
Previous Partnership Reports
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jul 23 | EMEA CTV partnership | Positive | -2.4% | Dentsu partnership to enhance CTV and video activation across EMEA. |
| Jul 14 | Streaming TV access | Positive | +1.9% | Paramount Australia deal enabling programmatic access to Paramount+ ad tier. |
| Apr 09 | Samsung Ads expansion | Positive | +20.4% | Deeper Samsung Ads partnership to boost streaming TV audience addressability. |
| Jan 28 | Sky NZ sports deal | Positive | -0.5% | Sky Sport Now programmatic access for live sports inventory in New Zealand. |
| Jan 14 | Samsung SEA launch | Positive | +2.9% | Samsung TV Plus programmatic expansion across Southeast Asia markets. |
Partnership announcements have generally led to positive moves for MGNI, but with notable instances where the stock declined despite seemingly constructive collaboration news.
Over the past year, Magnite has repeatedly expanded partnerships, including with dentsu in EMEA, Paramount Australia’s Paramount+ ad tier, Samsung Ads, and Sky New Zealand’s Sky Sport Now. These deals focused on programmatic access, streaming TV, and improved audience addressability. Price reactions varied, from a 20.44% gain on the Samsung Ads expansion to a -2.38% decline on the dentsu news. Today’s New York Times in-app collaboration continues this strategy of deepening premium, programmatic inventory access.
Historical Comparison
Past partnership headlines moved MGNI an average of 4.47%. Today’s New York Times in-app collaboration and its 2.57% gain sit within that historical range but on the lower side.
Partnerships have steadily expanded Magnite’s reach across premium streaming and CTV platforms in EMEA, Australia, Southeast Asia, and sports. The New York Times in-app collaboration adds high-profile news and lifestyle app inventory to this growing global footprint.
Market Pulse Summary
This announcement extends Magnite’s strategy of securing premium, addressable inventory, adding The New York Times’s in-app supply to prior expansions with Samsung Ads, Paramount Australia, and others. Key metrics include a projected 24% mobile in-app ad growth and a 19% CTR increase for Times campaigns. Investors may watch how this collaboration influences deal volume on Magnite’s DV+ platform and whether future disclosures quantify revenue contribution from such partnerships.
Key Terms
private marketplace deals financial
programmatic buyers technical
mobile in-app advertising technical
AI-generated analysis. Not financial advice.
This collaboration gives brands access to The New York Times’s premium mobile ad inventory through Magnite’s platform, enhancing addressability and performance
NEW YORK, Feb. 11, 2026 (GLOBE NEWSWIRE) -- New York Times Advertising, the award-winning advertising team within The New York Times, and Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, today announced an expanded collaboration to make Magnite’s DV+ the preferred platform for private marketplace deals for The New York Times’s mobile in-app ad supply. The collaboration enables advertisers to connect with premium audiences across trusted in-app environments across The New York Times portfolio and achieve meaningful advertising campaign outcomes.
According to EMARKETER, mobile in-app advertising is projected to grow
The New York Times is accelerating investment in its app environments to deliver a more immersive experience for global audiences. By introducing new features, like its video-forward 'Watch' tab and curated panels including a ‘Lifestyle’ panel, The Times has doubled its app audience over the last 2 years, reaching tens of millions of unique visitors weekly who represent its most loyal, premium subscriber base. This shift is powering new, deeply ingrained habits—particularly in vertical video—creating an ecosystem where engagement grows across brands. For marketers, The Times's rare combination of massive audience scale and industry-leading performance has contributed to a growth in CTR of nearly
“We’ve built a world-class New York Times app where our audience moves seamlessly from news to lifestyle content and beyond, and we want to ensure that our advertising strategy reflects this dedication to premium,” said Courtney Glaze, Vice President, Revenue Operations, at New York Times Advertising. “Magnite’s strong relationships with highly respected programmatic buyers and their trusted technology that respects the mobile app experience make them an ideal collaborator as we connect advertisers with our readers in meaningful ways.”
“The New York Times app offers the kind of premium, engaged environment that marketers are finding value in as the open web evolves due to the impacts of AI-driven search,” said Ashley Wheeler, Senior Vice President, DV+ Platform at Magnite. “Together, we’re offering buyers access to The Times’s in-app ad inventory with the control and addressability they need to seamlessly reach their audiences in the moments that matter most.”
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.
Media Contact:
Kar Yi Lim
klim@magnite.com
Investor Contact:
Nick Kormeluk
nkormeluk@magnite.com
FAQ
What did New York Times and Magnite (MGNI) announce on February 11, 2026?
How will the Magnite DV+ partnership affect advertisers buying NYT in-app ads via MGNI?
What audience and performance trends did The New York Times cite in the MGNI collaboration?
Does the collaboration with Magnite reflect broader in-app ad market growth for MGNI investors?
Will this partnership change how NYT in-app inventory is made available through programmatic channels like MGNI DV+?
