Telaria
Telaria was a data-driven programmatic video advertising platform serving premium publishers and broadcasters, generating marketplace commission and ad serving fees before being acquired by Magnite in 2020 and ceasing independent operations.
- Company typePublic
- Founded2005
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Telaria does
Telaria was a data-driven software platform built to monetize and manage premium video inventory, operating in the programmatic advertising sell-side market. Founded in 2005 and headquartered in New York, the company served video publishers, broadcasters, and media owners with technology for header bidding, ad serving, and yield optimization across CTV and online video formats. Its product suite addressed the two-sided challenge of connecting premium video supply with brand-safe demand through programmatic infrastructure, including direct integrations with DSPs and participation in open header bidding standards.
Telaria generated revenue primarily through marketplace commissions on programmatic video transactions and platform/ad serving fees from publishers managing their CTV and digital video inventory. The company operated a horizontal SaaS-like model serving enterprise publishers and broadcasters, with pricing conducted on a quote-based, non-publicly-disclosed basis. Between 2006 and 2012, Telaria raised approximately $116M across multiple funding rounds from investors including Canaan Partners, DFJ Growth, Meritech Capital Partners, Sapphire Ventures, and W Capital Partners, achieving a NYSE listing under ticker TLRA. The company also executed four acquisitions (Transpera, ScanScout, TVN, and SlimCut Media) to broaden its technology capabilities and inventory reach.
In 2020, Telaria was acquired by Magnite, with Telaria ceasing to operate as an independent entity and its domain redirecting to Magnite's platform. The combined entity (Magnite, Inc., NASDAQ: MGNI) operates as the world's largest independent sell-side advertising platform with 900+ employees, 3,000+ direct integrations, and 4.7B daily global impressions across 190 countries. Telaria's video ad serving and monetization technology was integrated into Magnite's broader product portfolio including SpringServe, DV+, ClearLine, and the recently launched Magnite Orchestration AI platform.
Telaria firmographics
Firmographics- Name
- Telaria
- Legal name
- Magnite, Inc.
- Website
- https://telaria.com
- Company type
- Public
- Founded year
- 2005
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- Telaria was a data-driven programmatic video advertising platform serving premium publishers and broadcasters, generating marketplace commission and ad serving fees before being acquired by Magnite in 2020 and ceasing independent operations.
- Ownership category
- akta.pro rank
Telaria industry classification
Industry- Product category
- Video Ad Tech / Supply-Side Platform
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement) (MPAHAJAG)
- akta.pro secondary industry
- Connected TV (CTV) & OTT Performance Advertising (BPAFACAG)
Keywords
Where Telaria is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices12 records
Markets served
Telaria business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Supply-Side Platform Fees: Magnite operates as a sell-side platform (SSP) connecting publishers with advertisers, earning fees for facilitating programmatic advertising transactions across CTV, display, video, audio, and mobile inventory.
- Ad Serving and Technology Fees: Revenue from SpringServe ad serving technology and platform fees for publishers managing CTV and digital advertising inventory.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Telaria product offering
Product offeringCore offering
Telaria operated a data-driven software platform designed to monetize and manage premium video inventory for media owners. Its technology enabled programmatic selling of video advertising across connected TV (CTV), over-the-top (OTT), and online video formats, combining ad serving, mediation, and yield management capabilities. The platform addressed publisher needs for real-time inventory control, header bidding optimization, and demand facilitation across screens.
Product overview
Magnite is the modular ad platform media owners rely on to drive durable revenue, and buyers & agencies trust to curate premium inventory across every screen. The company operates a platform-plus-modules architecture built around core SSP products: Magnite SpringServe (video ad serving, mediation, and programmatic for CTV/OTT) and DV+ (Supply-Side Platform for Display, Online Video, Audio, Native, and DOOH). These are complemented by Demand Manager (header bidding wrapper automation), the Magnite Access Audience Suite (data activation and management), and Magnite ClearLine (unified buyer-seller platform for supply curation and activation). The recently launched Magnite Orchestration brings AI-powered agentic advertising capabilities. The platform processes 4.7 billion daily impressions globally across 190 countries, with approximately 3,000 direct integrations.
Differentiator
Problem solved
Functional benefit
Products and services
- Telaria Video Monetization Platform
Quantifiable outcome
- 270%+ revenue uplift for publishers using Open Bidding Direct Pay
- +2 more outcomes
Companies that use Telaria
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles1 record
Telaria technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability8 records
Feature8 records
Telaria partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, strategic and flagship.
- DatabrickscoreMagnite joined the Databricks CustomerLake Ecosystem to streamline audience activation, enabling data collaboration for advertisers.
- DentsustrategicDentsu is among partners testing Magnite's expanded buyer and seller agent capabilities including Magnite Orchestration.
- DIRECTV AdvertisingstrategicDIRECTV Advertising testing Magnite's expanded buyer and seller agent capabilities as part of Magnite Orchestration.
- JioHotstarcoreJioHotstar deepened partnership with Magnite to advance programmatic monetization and mediation across live sports and entertainment portfolio.
- Viasat AviationstrategicMagnite and Viasat Aviation partnered to bring programmatic advertising to in-flight screens, monetizing aviation entertainment inventory.
- NetflixflagshipNetflix selected Magnite as a key global programmatic advertising partner, enabling programmatic ad delivery across Netflix's streaming platform.
- WalmartcoreMagnite partnered with Walmart Connect to power Connect Select Marketplace, enabling programmatic access to Walmart's retail media inventory.
- RokucoreMagnite and Roku partnership fuels performance for streaming TV, combining Magnite's SSP capabilities with Roku's CTV platform.
- United AirlinesstrategicUnited selected Magnite's SpringServe to power advertising solution for inflight personal device entertainment.
- Amazon AdscoreMagnite joined Amazon Ads' Certified Supply Exchange Program, enabling programmatic access to Amazon's advertising ecosystem.
- iHeartMediacoreiHeartMedia and Magnite unified access to broadcast and digital audio, providing advertisers with a direct path to premium audio inventory.
- Tennis AustraliastrategicTennis Australia tapped Magnite for programmatic advertising and implemented Demand Manager for header bidding optimization.
Scale indicators12 records
Recent moves6 records
Expansion highlights4 records
Telaria competitors and assessment
Company assessmentBroad incumbents
- The Trade Desk: Largest independent demand-side platform (DSP) and the natural counterparty on the buy side to Telaria/Magnite's SSP. Both operate at the heart of programmatic CTV advertising and serve overlapping publishers, agencies, and CTV inventory.
- Google Ad Manager: The dominant ad exchange/SSP owned by Google. Competes with Magnite/Telaria across display, video, and increasingly CTV, with structural advantages from integrated AdX demand and publisher-side data.
- FreeWheel (Comcast): TV-focused ad management and monetization platform owned by Comcast. Direct CTV competitor to Magnite/Telaria SpringServe for premium video publisher monetization.
- Amazon Publisher Services: Amazon's SSP for publishers and header bidding through Transparent Ad Marketplace. Directly competes with Magnite/Telaria in CTV/OTT programmatic monetization, with strategic risk from Amazon's vertical integration.
Direct peers
- OpenX: Independent SSP providing programmatic ad serving and yield management for publishers across CTV and digital video. Closely comparable business model, scale, and customer segments to Magnite/Telaria.
- Index Exchange: Independent global SSP and header bidding exchange serving publishers across CTV, mobile, and web. Direct competitor to Magnite/Telaria in programmatic monetization of premium video inventory.
- PubMatic: Independent cloud infrastructure-driven SSP with comparable sell-side platform services for publishers and monetization across CTV, video, and mobile. Direct functional competitor to Telaria/Magnite's DV+ and SpringServe products.
Regional players
- Roku (OneView): CTV platform that operates its own demand-side solution (Roku OneView) and partners with Magnite. Highlights the trend of vertically integrated CTV platforms, representing both partner and competitor to Magnite/Telaria.
Emerging players
- LiveRamp: Identity resolution and data collaboration network that intersects with Magnite/Telaria's ClearLine and Access Audience Suite. Competes for audience curation, addressability, and clean-room identity work.
- Criteo: Independent ad tech company with commerce media and SSP-like ad serving for retailers and CTV. Overlaps with Magnite/Telaria on retail media monetization and CTV programmatic demand.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Telaria social profiles
Digital presenceTelaria compliance and trust
Trust signalCompliance9 records
Telaria financial estimates
Financial estimateRevenue estimate
Valuation estimate
Telaria leadership team
Management profileNumber of profiles
Profiles4 records
Telaria subsidiaries and ownership
Company hierarchySubsidiaries6 records
Telaria funding detail
Funding detailFunding overview
Funding rounds10 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Telaria M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Telaria
What does Telaria do?
Telaria operated a data-driven software platform designed to monetize and manage premium video inventory for media owners. Its technology enabled programmatic selling of video advertising across connected TV (CTV), over-the-top (OTT), and online video formats, combining ad serving, mediation, and yield management capabilities. The platform addressed publisher needs for real-time inventory control, header bidding optimization, and demand facilitation across screens.
Is Telaria a public or private company?
Telaria is a public company. It is classified as corporate owned and is currently acquired.
When was Telaria founded?
Telaria was founded in 2005. It employs 101 to 250 people.
Where is Telaria based?
Telaria is headquartered in New York, United States, in the North America region.
How does Telaria make money?
Two revenue lines are on record. Supply-Side Platform Fees are the primary driver. The others are ad Serving and Technology Fees.
Who are Telaria's main competitors?
Broad incumbents on record are The Trade Desk, Google Ad Manager, FreeWheel (Comcast) and Amazon Publisher Services. Direct peers are OpenX, Index Exchange and PubMatic. Roku (OneView) is listed as a regional player. Emerging players are LiveRamp and Criteo.
Does Telaria have an API?
No public API is recorded for Telaria.
What industry is Telaria in?
Telaria's product category is Video Ad Tech / Supply-Side Platform. Its primary akta.pro industry code is MPAHAJAG, Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement), with a secondary code of BPAFACAG, Connected TV (CTV) & OTT Performance Advertising. Its NAICS code is 51621 and its SIC code is 7311.