Magnite

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.

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

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

• Sell-side advertising platform
• Programmatic advertising technology
• CTV monetization
• Header bidding management
• Ad serving platform

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices21 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. 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
2. 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

Go-to-market motion2 records

Distribution channels8 records

Marketing channels8 records

Core 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

Named customers21 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability10 records

Feature10 records

Partnerships

25 partnerships are on record, tiered strategic, core and minor.

• Viasat AviationstrategicTechnology or Integration · 17 June 2026Partnership 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).
• DatabricksstrategicTechnology or Integration · 16 June 2026Magnite joined Databricks CustomerLake ecosystem to streamline audience activation through data lakehouse integration.
• GooglecoreTechnology or Integration · 15 June 2026Google AdExchange ranked as top 'Direct' seller across CTV platforms. Magnite included among ranked sellers in Pixalate's Q1 2026 CTV Seller Trust Index.
• DentsucoreStrategic or Co-development Partner · 11 June 2026Dentsu 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 AdvertisingcoreStrategic or Co-development Partner · 11 June 2026Beta testing partner for Magnite Orchestration, enabling seamless access to premium CTV inventory and strengthening connection between buyers and quality media environments.
• TeadsstrategicTechnology or Integration · 11 June 2026Strategic partnership where Magnite's Demand Server integrates third-party programmatic demand into Teads' EngageOS premium native placements.
• Samsung AdscoreTechnology or Integration · 10 June 2026Programmatic 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 DeskcoreTechnology or Integration · 10 June 2026Global integration enabling programmatic buying of Samsung home screen ad placements through The Trade Desk platform.
• JioHotstarcoreStrategic or Co-development Partner · 4 June 2026Expanded 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 AdvertisingcoreTechnology or Integration · 4 June 2026Partner for AI and agentic testing using inventory from Disney Advertising. Kepler and MiQ testing AI-driven buyer agent capabilities on Disney inventory.
• YahoocoreChannel Partner/ Reseller/ Distributor · 28 May 2026Yahoo DSP partnered with Walmart Connect using Magnite's supply-side technology for offsite retail media advertising activation.
• ViziocoreTechnology or Integration · 28 May 2026VIZIO inventory powered by Magnite's supply-side technology for Walmart Connect's expanded offsite retail media strategy.
• PubMaticstrategicTechnology or Integration · 6 May 2026Co-partner in PayPal Ads ID launch, integrating commerce-grade identity solution for programmatic advertising.
• Walmart ConnectcoreStrategic or Co-development Partner · 28 April 2026Named 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 GroupminorChannel Partner/ Reseller/ Distributor · 28 April 2026Advertising agency using Magnite's programmatic platform for live sports streaming campaigns achieving 3x targeted reach.
• PayPalstrategicTechnology or Integration · 27 April 2026Launch 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 ReachcoreStrategic or Co-development Partner · 27 April 2026Leveraging AI-enabled mediation and agentic capabilities to improve buyer connections to premium content across broadcast inventory.
• RokucoreTechnology or Integration · 27 April 2026Roku 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 CouncilstrategicStrategic or Co-development Partner · 22 April 2026Founding member of new industry council addressing transparency and governance in $200B programmatic ad market.
• Hearst NewscoreStrategic or Co-development Partner · 21 April 2026Selected 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 AdvertisingstrategicTechnology or Integration · 16 April 2026Making 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 AdscoreTechnology or Integration · 16 April 2026Magnite joined Amazon Ads Certified Supply Exchange Program, enabling deeper integration with Amazon's advertising ecosystem.
• Genius SportsstrategicTechnology or Integration · 16 April 2026Partnership enabling Moment Engine platform distribution across 90% of programmatic ecosystem using Magnite's inventory for in-game sports targeting.
• AMC Global MediacoreTechnology or Integration · 15 April 2026Unified 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 EntertainmentminorStrategic or Co-development Partner · 11 March 2026Partnership to enable programmatic access to Nova Retail Network for retail network advertising.

Scale indicators20 records

Recent moves1 record

Direct 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

• Xx.com/magnite
• YouTubeyoutube.com/c/Magnite
• LinkedInlinkedin.com/company/magnite
• Instagraminstagram.com/heymagnite
• Facebookfacebook.com/HeyMagnite

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Subsidiaries4 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A7 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Magnite