Magnite
Magnite is the world's largest independent sell-side advertising platform, providing programmatic technology that enables publishers, broadcasters, and streaming services to monetize CTV, online video, display, audio, and DOOH inventory while giving agencies and brands access to premium omnichannel ad supply.
- Company typePublic
- Founded2020
- HeadquartersLos Angeles, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Magnite does
Magnite is the world's largest independent sell-side advertising platform (SSP), operating as a Delaware-incorporated public company (NASDAQ: MGNI) headquartered in New York. The company provides technology that enables publishers, broadcasters, streaming services, and media owners to monetize digital advertising inventory across connected TV (CTV), online video, display, audio, native, digital out-of-Home, and mobile, while giving agencies, brands, and demand-side platforms programmatic access to that inventory. Magnite was formed in 2020 through the merger of Rubicon Project and Telaria, and has since expanded through the acquisitions of SpotX (CTV video), SpringServe (ad serving/mediation), Carbon (ad tech), Nth Party, and streamr.ai (AI creative production).
The company's core technology stack is organized around three primary platforms: SpringServe (CTV/OTT ad serving and mediation), DV+ (omni-channel SSP for display, video, audio, native, and DOOH), and Magnite ClearLine (programmatic activation and curation). These are layered with modules such as Demand Manager (header bidding wrapper), Live Scheduler (live linear addressable), Live Stream Accelerator (LSA), Magnite Orchestration (an agentic AI coordination layer for buyer-seller transactions), and streamr.ai (AI creative production). Underlying the platform is a hybrid infrastructure model that combines owned on-premise data centers with cloud capacity to handle peak live-event demand. Magnite reports approximately 1,800 sell-side customers, 86.5 million global advertisers accessing the platform, 4.7 billion daily impressions, and operations in 190 countries across 19 offices.
Magnite generates revenue primarily through programmatic advertising transaction fees on inventory flowing through its SSP, supplemented by subscription and platform services revenue from publishers for tools such as header bidding management, yield optimization, and audience management. The company sells through a hybrid model: enterprise sales teams for large publishers and agency holding companies, plus self-serve portals (DV+, SpringServe console, ClearLine) for mid-market customers, and channel integrations with major DSPs (The Trade Desk, Yahoo, Google DV360, Amazon Ads), smart TV platforms (Samsung, LG, VIZIO), and retail media networks (Walmart Connect). CTV became Magnite's largest segment in Q1 2026, representing 51% of contribution ex-TAC, with CTV contribution growing 30% year-over-year.
Magnite firmographics
Firmographics- Name
- Magnite
- Legal name
- Magnite, Inc.
- Website
- https://magnite.com
- Company type
- Public
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Magnite is the world's largest independent sell-side advertising platform, providing programmatic technology that enables publishers, broadcasters, and streaming services to monetize CTV, online video, display, audio, and DOOH inventory while giving agencies and brands access to premium omnichannel ad supply.
- Ownership category
- akta.pro rank
Magnite industry classification
Industry- Product category
- Sell-Side Advertising Platform (SSP)
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Media Asset Management (MAM) Platforms (MPAHAGAA)
Keywords
Where Magnite is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices21 records
Markets served
Magnite business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Programmatic Advertising Transaction Fees: Magnite earns revenue by facilitating programmatic advertising transactions between publishers (sellers) and advertisers (buyers), charging fees based on transaction volume processed through its platform
- Platform Services and Technology Fees: Revenue from providing sell-side technology platforms (DV+, SpringServe) to publishers for ad monetization, including header bidding management, yield optimization, and audience management tools
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise platform services for publishers |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels8 records
Magnite product offering
Product offeringCore offering
Magnite is the world's largest independent sell-side advertising platform that provides technology for publishers and media owners to monetize digital content across CTV, online video, display, audio, native, mobile, and digital out-of-home formats. The company operates a modular platform combining ad serving, supply-side platform (SSP), header bidding wrapper, and curation/activation tools, processing programmatic advertising transactions between publishers (sellers) and agencies/brands (buyers) globally.
Product overview
Magnite is the world's largest independent sell-side advertising platform operating as a modular ad platform. The core platform consists of SpringServe (a next-gen CTV/OTT video platform combining ad serving, mediation, and programmatic), DV+ (supply-side platform for display, video, audio, native, and DOOH), and Magnite ClearLine (activation and curation solution). Additional modules include Demand Manager (header bidding wrapper), Magnite Mobile SDK, Live Scheduler, streamr.ai (AI-powered creative), and Magnite Access Audience Suite. The platform is anchored by a hybrid infrastructure model combining owned data centers with cloud capabilities, enabling processing of billions of daily impressions across CTV, desktop, mobile, and streaming audio. Magnite serves over 1,800 sell-side customers and processes transactions across 190 countries.
Differentiator
Problem solved
Functional benefit
Brands
- SpringServe: Video ad serving and mediation platform for CTV and OTT publishers
- DV+
- ClearLine
- Demand Manager
- streamr.ai
- Live Scheduler
- Magnite Orchestration
Products and services
- Magnite Orchestration Agentic advertising coordination layer enabling AI-powered buyer and seller agents to autonomously discover, evaluate, and activate premium omnichannel inventory through agent-to-agent transactions across CTV, audio, and other formats. Targeted at publishers and media buyers.
- SpringServe Next-generation video platform combining ad serving, mediation, and programmatic functionality for CTV and OTT monetization. Trusted by major media owners including Samsung Ads, JioHotstar, and Roku.
- DV+ Supply-side platform for managing digital advertising across Display, Online Video, Audio, Native, Digital Out-of-Home, and Mobile formats, with AI-powered traffic shaping and floor price recommendations.
- Magnite ClearLine Activation and curation solution providing unified access to premium inventory across multiple demand sources, enabling publishers to curate and activate inventory while maintaining broadcaster control.
- Demand Manager Turnkey wrapper management, automation, and yield optimization for header bidding, featuring AI-powered A/B testing and intuitive analytics for publishers.
- streamr.ai AI-powered creative production platform for CTV that simplifies the creative concept-to-activation workflow, enabling automated production and scaling of ad creative for nonprofits and advertisers.
- Live Scheduler Product for optimizing live linear addressable inventory, enabling efficient scheduling and monetization of live TV content programmatically.
- Elastic Edge (Hybrid Infrastructure) Hybrid infrastructure combining owned on-premise data centers with strategic cloud capabilities for cost efficiency, control, and elastic scaling during peak demand events such as live sports and streaming events.
- Magnite Mobile SDK Lightweight software development kit connecting mobile apps to brand advertisers, built for performance, speed, and cross-channel monetization across CTV and mobile.
Quantifiable outcome
- 270%+ revenue uplift for publishers using Open Bidding Direct Pay
- +5 more outcomes
Companies that use Magnite
Customer profileNamed customers21 records
Segments4 records
Ideal customer profiles3 records
Magnite technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability10 records
Feature10 records
Magnite partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered strategic, core and minor.
- Viasat AviationstrategicPartnership to bring programmatic advertising to in-flight Wi-Fi and entertainment screens. Enables advertisers to reach millions of travelers across seat-back screens and personal devices (60+ airlines, 4,000+ aircraft, 250M+ passengers annually).
- DatabricksstrategicMagnite joined Databricks CustomerLake ecosystem to streamline audience activation through data lakehouse integration.
- GooglecoreGoogle AdExchange ranked as top 'Direct' seller across CTV platforms. Magnite included among ranked sellers in Pixalate's Q1 2026 CTV Seller Trust Index.
- DentsucoreDentsu integrated dentsu.Audiences segments into Magnite Orchestration platform for agentic advertising, enabling teams to surface proprietary audience data when relevant to campaigns. Extended partnership to streamline CTV activation across Sweden.
- DIRECTV AdvertisingcoreBeta testing partner for Magnite Orchestration, enabling seamless access to premium CTV inventory and strengthening connection between buyers and quality media environments.
- TeadsstrategicStrategic partnership where Magnite's Demand Server integrates third-party programmatic demand into Teads' EngageOS premium native placements.
- Samsung AdscoreProgrammatic home screen ad placements on Samsung Smart TVs powered by Magnite's SpringServe technology. First programmatic access to Samsung home screen inventory rolling out globally in Q3.
- The Trade DeskcoreGlobal integration enabling programmatic buying of Samsung home screen ad placements through The Trade Desk platform.
- JioHotstarcoreExpanded partnership using SpringServe platform for advanced programmatic mediation and ad quality controls across live streaming, sports, and entertainment inventory. Supported ICC Men's T20 World Cup 2026.
- Disney AdvertisingcorePartner for AI and agentic testing using inventory from Disney Advertising. Kepler and MiQ testing AI-driven buyer agent capabilities on Disney inventory.
- YahoocoreYahoo DSP partnered with Walmart Connect using Magnite's supply-side technology for offsite retail media advertising activation.
- ViziocoreVIZIO inventory powered by Magnite's supply-side technology for Walmart Connect's expanded offsite retail media strategy.
- PubMaticstrategicCo-partner in PayPal Ads ID launch, integrating commerce-grade identity solution for programmatic advertising.
- Walmart ConnectcoreNamed Premium+ Partner powering Walmart DSP Marketplace Connect Select. Magnite's technology deeply integrated into Walmart DSP for VIZIO CTV inventory access, enabling deterministic measurement and retail data activation.
- Grain GroupminorAdvertising agency using Magnite's programmatic platform for live sports streaming campaigns achieving 3x targeted reach.
- PayPalstrategicLaunch partner for PayPal Ads ID identity solution using verified commerce data from 400M+ PayPal/Venmo accounts and 25B transactions for deterministic advertising identity signals.
- Spectrum ReachcoreLeveraging AI-enabled mediation and agentic capabilities to improve buyer connections to premium content across broadcast inventory.
- RokucoreRoku Curate solution powered by Magnite's SpringServe ad server and Roku's exchange infrastructure for CTV ad buying with retail data partnerships.
- IAB Tech Lab Programmatic Governance CouncilstrategicFounding member of new industry council addressing transparency and governance in $200B programmatic ad market.
- Hearst NewscoreSelected as preferred deal partner for high-impact advertising formats across web and CTV. SpringServe platform integration serving 80 million users with unified ad experiences.
- Expedia Group AdvertisingstrategicMaking 200 petabytes of first-party traveler intent data available through Magnite's publisher network across streaming TV, online video, display, and audio. DSP-agnostic access to travel audience segments.
- Amazon AdscoreMagnite joined Amazon Ads Certified Supply Exchange Program, enabling deeper integration with Amazon's advertising ecosystem.
- Genius SportsstrategicPartnership enabling Moment Engine platform distribution across 90% of programmatic ecosystem using Magnite's inventory for in-game sports targeting.
- AMC Global MediacoreUnified programmatic buying of linear television inventory for first time through ClearLine and Live Scheduler. Access to AMC linear networks, FAST channels, and AMC+ streaming through single entry point.
- Nova EntertainmentminorPartnership to enable programmatic access to Nova Retail Network for retail network advertising.
Scale indicators20 records
Recent moves1 record
Magnite competitors and assessment
Company assessmentDirect peers
- PubMatic: PubMatic is a publicly-traded independent SSP operating across display, video, mobile, and CTV with similar header bidding and programmatic technology. Directly comparable on business model, customer base (publishers and buyers), and product offering; Magnite is larger but both compete on independent sell-side infrastructure.
- Index Exchange: Index Exchange is one of the largest independent SSPs globally, with strong CTV and header bidding presence. Directly comparable as an independent sell-side platform serving publishers and competing for programmatic supply in CTV, video, and display.
- OpenX: OpenX is an independent SSP providing header bidding and programmatic monetization across CTV, video, and display. Direct competitor in the independent sell-side advertising space with overlapping publisher and agency customers.
- FreeWheel: FreeWheel, owned by Comcast, provides ad serving and monetization for premium video publishers including CTV. Directly comparable in CTV ad serving and programmatic video monetization, competing with SpringServe and DV+.
Broad incumbents
- The Trade Desk: The Trade Desk is the largest independent DSP with deep integrations into Magnite's SSP. While on the buy-side, TTD competes with Magnite's ClearLine curation/activation product and Open Bidding offerings, and represents both a partner and a competing point in the supply chain.
- Google Ad Manager: Google Ad Manager (formerly DoubleClick for Publishers) is the dominant SSP/ad server globally and is explicitly named as a top CTV seller alongside Magnite. Represents the largest competitive threat given Google's combined ad exchange, ad server, and demand-side stack.
- Criteo: Criteo is a publicly-traded ad tech company operating in retargeting, commerce media, and supply-side monetization. Broader incumbent in ad tech with overlapping capabilities in audience targeting and demand facilitation.
- Yahoo (Verizon Media / Yahoo Ad Tech): Yahoo operates the Yahoo DSP, which integrates directly with Magnite's supply while also serving as a competing demand-side platform. Broader incumbent in digital advertising with overlapping publisher and advertiser relationships.
Emerging players
- Teads: Teads is a global SSP specializing in premium native video and outstream advertising. Has a strategic integration with Magnite's Demand Server into Teads' EngageOS, indicating both partnership and partial overlap in video monetization.
- LiveRamp: LiveRamp provides identity, data collaboration, and audience monetization infrastructure used by publishers and platforms. Comparable as an enabling technology provider in the programmatic ecosystem, intersecting with Magnite's audience activation and addressability offerings.
Market position
Strengths5 records
Weaknesses5 records
Key risks6 records
Key highlights7 records
Customer concentration
Magnite social profiles
Digital presenceMagnite compliance and trust
Trust signalCompliance3 records
Magnite financial estimates
Financial estimateRevenue estimate
Valuation estimate
Magnite leadership team
Management profileNumber of profiles
Profiles18 records
Magnite subsidiaries and ownership
Company hierarchySubsidiaries4 records
Magnite funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Magnite M&A and investment
M&A and investmentM&A7 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Magnite
What does Magnite do?
Magnite is the world's largest independent sell-side advertising platform that provides technology for publishers and media owners to monetize digital content across CTV, online video, display, audio, native, mobile, and digital out-of-home formats. The company operates a modular platform combining ad serving, supply-side platform (SSP), header bidding wrapper, and curation/activation tools, processing programmatic advertising transactions between publishers (sellers) and agencies/brands (buyers) globally.
Is Magnite a public or private company?
Magnite is a public company. It is classified as public and is currently operating.
When was Magnite founded?
Magnite was founded in 2020. It employs 501 to 1,000 people.
Where is Magnite based?
Magnite is headquartered in Los Angeles, United States, in the North America region.
How does Magnite make money?
Two revenue lines are on record. Programmatic Advertising Transaction Fees are the primary driver. The others are platform Services and Technology Fees.
Who are Magnite's main competitors?
Direct peers on record are PubMatic, Index Exchange, OpenX and FreeWheel. Broad incumbents are The Trade Desk, Google Ad Manager, Criteo and Yahoo (Verizon Media / Yahoo Ad Tech). Emerging players are Teads and LiveRamp.
Does Magnite have an API?
Yes. Magnite offers API access for developers and partners to interact with its advertising platform. The company provides developer documentation and access through its developer portal (developer.magnite.com). The platform supports OpenRTB-compatible integrations for programmatic advertising transactions. Developer documentation is at developer.magnite.com.
What industry is Magnite in?
Magnite's product category is Sell-Side Advertising Platform (SSP). Its primary akta.pro industry code is MPAHAGAA, Media Asset Management (MAM) Platforms. Its NAICS code is 516210 and its SIC code is 7310.