Magnetic
Magnetic is a New York-based, privately held AI digital marketing platform founded in 2008 that combines programmatic media, search retargeting, and personalization technology to serve marketers, agencies, and e-commerce operators.
- Company typePrivate
- Founded2008
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Magnetic does
Magnetic is a New York-based, privately held AI digital marketing platform founded in 2008 by Josh Shatkin-Margolis. The company has assembled an end-to-end adtech and personalization stack through three acquisitions: Adnamic (2012, real-time bidding infrastructure), Cognitive Match (2014, semantic targeting and dynamic creative optimization), and MyBuys (2015, e-commerce product recommendations). Together these assets support capabilities in search retargeting, programmatic media buying, audience targeting, and personalized product recommendations aimed at marketers, agencies, and e-commerce operators.
Magnetic has raised approximately $42.25 million across five disclosed funding rounds between 2009 and 2017, with Edison Partners leading its 2012 and 2015 rounds and CRV leading its 2010 seed/early round. Institutional backers include Edison Partners, CRV, ORIX Ventures, Oxygen Capital Partners, Neu Venture Capital, NYC Seed, SV Angel, Founder Collective, Coriolis Ventures, Fantail Ventures, Rose Tech Ventures, and the Honeywell pension. In May 2026, the company completed a management buy-out, returning it to independent ownership after a period under external control.
The company operates with 51-100 employees and is headquartered in New York. Pricing model, customer roster, go-to-market motion, and current revenue are not disclosed in publicly available source material, limiting direct inference about commercial mechanics. The most recent disclosed capital event is the 2026 management buy-out, with no product launches, geographic expansions, or partnerships disclosed since the 2015 funding and acquisition cycle.
Magnetic firmographics
Firmographics- Name
- Magnetic
- Legal name
- Magnetic
- Website
- https://deloittedigital.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Magnetic is a New York-based, privately held AI digital marketing platform founded in 2008 that combines programmatic media, search retargeting, and personalization technology to serve marketers, agencies, and e-commerce operators.
- Ownership category
- akta.pro rank
Magnetic industry classification
Industry- Product category
- Programmatic Advertising Technology
- NAICS
- Marketing Consulting Services (541613)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Programmatic Display & Retargeting (DSP) (MPAAACAE)
Keywords
Where Magnetic is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Magnetic business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Magnetic product offering
Product offeringCore offering
Magnetic is an AI-powered digital marketing platform that provides programmatic advertising and personalization technology to advertisers, agencies, and brands. The platform leverages machine learning and audience data to optimize ad targeting, campaign performance, and customer engagement across digital channels. Magnetic has expanded its capabilities through acquisitions of ad tech firms including Adnamic, Cognitive Match, and MyBuys.
Differentiator
Problem solved
Functional benefit
Products and services
- Magnetic AI Digital Marketing Platform An AI-powered digital marketing and programmatic advertising platform that delivers ad targeting, campaign optimization, and personalization capabilities for advertisers, agencies, and brands.
Companies that use Magnetic
Customer profileIdeal customer profiles1 record
Magnetic technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Magnetic partnerships and signals
Strategic signalScale indicators1 record
Recent moves7 records
Expansion highlights4 records
Magnetic competitors and assessment
Company assessmentDirect peers
- Quantcast: AI-powered programmatic DSP leveraging audience modeling and cookieless targeting. Direct peer in AI-led campaign automation and audience intelligence for digital marketers.
- StackAdapt: Multi-channel programmatic DSP with native programmatic display, retargeting, and AI-driven optimization for agencies and mid-market brands. Closely matches Magnetic's offering and customer base.
- Choozle: Mid-market programmatic DSP with cross-channel display, retargeting, and AI-driven campaign management. Comparable to Magnetic in targeting the mid-market agency and brand segment.
- The Trade Desk: Independent demand-side platform specializing in programmatic display, retargeting, and AI-driven campaign optimization across channels. Directly competes with Magnetic in the AI-driven DSP category for agency and brand budgets.
- AdRoll: Mid-market retargeting and programmatic display platform serving SMBs and agencies. Direct overlap with Magnetic's AI-driven display and retargeting offering, especially for performance marketers in the mid-market.
- Criteo: Public retargeting and performance DSP with strong retail media and commerce data assets. Highly comparable to Magnetic's programmatic retargeting and AI-driven product recommendation focus.
- MediaMath: Independent programmatic DSP serving agencies and brands. Restructured under new ownership in recent years; offers comparable AI-driven omnichannel buying capabilities to Magnetic.
Broad incumbents
- Amobee: Larger programmatic advertising platform serving enterprise brands and agencies with cross-channel DSP capabilities. Broader portfolio but overlapping AI-driven display and retargeting product.
- Basis Technologies (Centro): Programmatic advertising and media management platform with enterprise DSP, workflow, and analytics. Overlaps with Magnetic in programmatic display and AI-driven optimization for agencies.
Emerging players
- LiveRamp: Data collaboration and identity resolution platform increasingly adjacent to AI-driven campaign activation. Comparable to Magnetic's audience targeting and AI optimization capabilities from the data infrastructure angle.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key highlights6 records
Customer concentration
Magnetic social profiles
Digital presenceMagnetic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Magnetic leadership team
Management profileNumber of profiles
Profiles1 record
Magnetic funding detail
Funding detailFunding overview
Funding rounds5 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Magnetic M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Magnetic
What does Magnetic do?
Magnetic is an AI-powered digital marketing platform that provides programmatic advertising and personalization technology to advertisers, agencies, and brands. The platform leverages machine learning and audience data to optimize ad targeting, campaign performance, and customer engagement across digital channels. Magnetic has expanded its capabilities through acquisitions of ad tech firms including Adnamic, Cognitive Match, and MyBuys.
When was Magnetic founded?
Magnetic was founded in 2008. It employs 51 to 100 people.
Where is Magnetic based?
Magnetic is headquartered in New York, United States, in the North America region.
Who are Magnetic's main competitors?
Direct peers on record are Quantcast, StackAdapt, Choozle, The Trade Desk, AdRoll, Criteo and MediaMath. Broad incumbents are Amobee and Basis Technologies (Centro). LiveRamp is listed as an emerging player.
Does Magnetic have an API?
No public API is recorded for Magnetic.
What industry is Magnetic in?
Magnetic's product category is Programmatic Advertising Technology. Its primary akta.pro industry code is MPAAACAE, Programmatic Display & Retargeting (DSP). Its NAICS code is 541613 and its SIC code is 7310.