What MAGNA GLOBAL does

MAGNA GLOBAL is the centralized media investment and intelligence division of IPG Mediabrands, operating two integrated businesses: media buying on behalf of IPG's UM and Initiative agencies, and a market intelligence practice built on 60+ years of advertising market data. On the investment side, MAGNA serves as chief media buyer, negotiating with media partners globally on behalf of its sister agencies and managing media investment for major advertisers including Coca-Cola, Amazon, Johnson & Johnson, BMW, Samsung, and Procter & Gamble. On the intelligence side, MAGNA publishes 40+ annual industry reports covering US and global advertising forecasts (with US forecasts published since 1950 and global coverage spanning 68 countries), programmatic, social, sports, multicultural consumer, search, and vertical-level ad-spend analyses, all distributed through its proprietary Atlas platform and sold as subscriptions to more than 50 third-party firms across media, technology, consulting, and finance.

The company's core technology stack centers on the Atlas intelligence platform, a proprietary ad-forecasting dataset with historical depth back to 1950 (US) and 1999 (global), and the Media Trials research offering, which runs scientifically rigorous experiments to quantify advertising effectiveness in partnership with 25+ platforms including Snapchat, Warner Bros. Discovery, Reddit, Instacart, Spotify, TikTok, Roku, Amazon, Disney, and Google. MAGNA operates from more than 20 offices across North America, EMEA, LATAM, and APAC and reports directly into IPG Mediabrands, itself a subsidiary of The Interpublic Group (IPG).

MAGNA's revenue model combines managed-services economics (media investment management fees tied to client billings flowing through UM and Initiative), recurring subscription revenue from Atlas and the report portfolio sold to third-party subscribers, and partnership-funded research income from Media Trials co-development deals. Distribution is split between internal IPG Mediabrands delivery and direct enterprise sales of intelligence products. Pricing is not publicly disclosed. The business is embedded within IPG's holding-company structure, which provides captive demand but limits independent commercial optionality.

Name

MAGNA GLOBAL

Legal name

MAGNA

Website

https://magnaglobal.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

MAGNA GLOBAL is the centralized media investment and intelligence unit of IPG Mediabrands, negotiating media buys for UM and Initiative agencies and publishing ad-forecasts, industry reports, and Media Trials research across 68 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices21 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Investment Services: MAGNA serves as the chief media buyer for IPG Mediabrands, negotiating with media partners on behalf of UM and Initiative clients. Revenue is generated through media investment management fees.
2. Intelligence Subscriptions: MAGNA reports, datasets, and webinars are available to IPG Mediabrands agencies and third-party subscribers. More than 50 major firms across media, technology, consulting, and finance subscribe to MAGNA publications.
3. Market Intelligence Reports: Annual industry reports covering advertising trends, media spend, market demand, and ad effectiveness published across 10+ report types including US/ Global Advertising Forecasts, Programmatic Report, Social Report, Sports Report, Vertical Report, and more.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

MAGNA GLOBAL is the centralized media investment and intelligence division of IPG Mediabrands, providing media buying and negotiation on behalf of IPG agencies (UM and Initiative), plus a portfolio of 40+ annual market intelligence reports, the Atlas forecasting platform, and proprietary Media Trials research on advertising effectiveness. The unit serves both internal IPG Mediabrands clients and 50+ external enterprise subscribers across media, technology, consulting, and finance.

Product overview

MAGNA GLOBAL operates as a unified platform-plus-reports architecture, combining its proprietary Atlas intelligence platform with a portfolio of over 40 annual industry reports and the MAGNA Media Trials research offering. The core platform, Atlas, delivers forecasting data and market intelligence, while the report suite—including US Advertising Forecasts, Global Advertising Forecasts, The Programmatic Report, The Social Report, The Sports Report, The Vertical Report, The Multicultural Consumer, The Search Report, and International Media Landscapes—provides specialized insights across media types and geographies. MAGNA Media Trials functions as a distinct research product delivering scientifically rigorous experiments on advertising effectiveness. Together, these offerings serve IPG Mediabrands agencies and third-party subscribers seeking actionable marketplace intelligence.

Differentiator

Problem solved

Functional benefit

Brands

• Atlas: MAGNA's intelligence platform providing advertising forecasts, market data, and industry reports for subscribers.
• Media Trials
• MAGNA Intelligence

Products and services

• US Advertising Forecasts Quarterly estimates and forecasts of net media owner ad revenue across 20+ media types in the U.S., historical data from 1980, five-year forecasts. Used by advertisers, agencies, media owners, Wall Street analysts, and media companies as an industry standard reference.
• Global Advertising Forecasts Ad revenue estimates and forecasts covering 68 countries and 10+ standardized media types, updated twice yearly with historicals from 1999 and forecasts extending to 2029. Used by enterprises in media, technology, consulting, and finance seeking global advertising market intelligence.
• The Programmatic Report Analysis of the shift to programmatic for digital media in 50 countries over 10 years, covering adoption rates, ad tech industry issues, standards, data privacy regulations, and retail media impact. For advertisers, agencies, and ad tech professionals.
• MAGNA Media Trials Scientifically rigorous experiments using next-gen research technology to quantify the effectiveness of new advertising products and strategies. Conducted for brands and advertisers across platforms including Snapchat, Roku, TikTok, Spotify, Pinterest, Amazon, LinkedIn, Warner Bros. Discovery, Reddit, Instacart, and more.
• Atlas MAGNA's proprietary intelligence platform providing access to forecasting data, market intelligence reports, and analytics tools for subscribers (atlas.magnaglobal.com). Used by IPG Mediabrands agencies and third-party enterprise subscribers.
• The Social Report Annual report in partnership with KINESSO focusing on the social media industry, ad formats, usage trends, ad spend trends, influencers, and the creator economy. For advertisers, agencies, and social platforms.
• The Sports Report Annual analysis of U.S. sports audience performance across NFL, NBA, MLB, NHL, NCAA, streaming platforms, social media, and women's leagues, including broadcasting rights and advertising market impact. For advertisers evaluating sports media investments.
• The Vertical Report Semi-annual report estimating and analyzing net advertising spending trends for ten key industry verticals: automotive, entertainment, finance/insurance, food/drinks, restaurants, retail, personal care, pharmaceuticals, technology/telecoms, and travel. For advertisers and media buyers.
• The Multicultural Consumer Annual partnership report with UM/Identity analyzing trends in lifestyle, consumption, cultural, and media behavior for Asian Americans, Black American, and Hispanic/Latino consumers. For advertisers targeting multicultural audiences.
• The Search Report Annual analysis of the evolving search advertising landscape, covering keyword search ad formats, global spending trends, and AI's role in search. For advertisers, agencies, and search platforms.
• International Media Landscapes Stats and insights on media landscape and advertising markets in 68 countries, including detailed decks for top 10 markets covering television, streaming, audio, publishing, OOH, social media, search, and digital video. For global advertisers and media buyers.

Quantifiable outcome

• MAGNA forecasts are one of the primary sources for ad revenue trends among Wall Street analysts and investors
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

25 partnerships are on record, tiered core and flagship.

• SnapchatcoreStrategic or Co-development PartnerOngoing Media Trials partnership conducting research on advertising effectiveness on Snapchat platform. Studies include 'The Conversation Advantage' on brand-consumer dialogue, 'Format Functionality' on skippable vs non-skippable ads, and 'Unleashing Influence' on influencer marketing.
• Warner Bros. DiscoverycoreStrategic or Co-development PartnerMedia Trials partnership exploring how shoppable TV ads can convert viewers into buyers. Study 'Closing the Gap' examines methodology to turn TV buzz into brand action.
• RedditcoreStrategic or Co-development PartnerMedia Trials partnership studying search behavior and brand discovery on Reddit. Study 'Search Rewired' revealed 77% of people switch between multiple discovery platforms. Also conducted 'Reddit for Real' on unlocking brand potential.
• InstacartcoreStrategic or Co-development PartnerMedia Trials partnership studying retail media data impact on brand performance. Research 'From Browsing to Buying' shows 22% increase in ad recall and 150% boost in message recall when leveraging retail media data.
• The Shade RoomcoreStrategic or Co-development PartnerGlobal study partnership exploring how Black culture influences consumer behavior and what it means for modern brands. Study 'Cultural Capital' examines Black culture's impact across US, UK, and Nigeria.
• MagnitecoreStrategic or Co-development PartnerMedia Trials partnership on programmatic audio advertising. Study 'Audio Creative Synergy' found cohesive messaging drove 25% lift in purchase intent and 21% boost in brand favorability.
• RokucoreStrategic or Co-development PartnerMultiple Media Trials partnerships studying streaming TV attention and ad effectiveness. Studies include TV Attention Deconstructed examining free vs paid streaming, and frequency planning for streaming campaigns.
• AmazoncoreStrategic or Co-development PartnerMedia Trials partnership exploring connected home devices in consumer shopping journey. Study shows Fire TV leads in frequent usage (82%), with connected home devices becoming essential tools.
• Disney AdvertisingcoreStrategic or Co-development PartnerMedia Trials partnership on emotional engagement in sports advertising. Study 'Game On' explores leveraging high-stakes emotions of sports fans for advertising impact.
• SpotifycoreStrategic or Co-development PartnerLong-standing Media Trials partnership across multiple studies including podcast ad effectiveness, digital audio consumption trends, and audio ad sequencing. Studies span US, UK, Canada, and Brazil markets.
• LinkedIncoreStrategic or Co-development PartnerMedia Trials partnerships exploring CTV ad effectiveness for B2B audiences and B2B ad creative evolution. Study 'Catching the Professional Eye' examines reaching decision makers with connected TV.
• TikTokcoreStrategic or Co-development PartnerMedia Trials partnerships studying TikTok advertising effectiveness and tentpole marketing strategies. Studies explore brand performance around major global events.
• PinterestcoreStrategic or Co-development PartnerMedia Trials partnership studying ad environment impact on brand outcomes. Study 'Positivity Performs' shows people were 20% more emotionally engaged with content on positive platforms.
• SightlycoreStrategic or Co-development PartnerPartnership on cultural alignment research. Study 'Societal Sync' shows culturally aligned content boosted purchase intent 3x compared to traditional advertising methods.
• NexxencoreStrategic or Co-development PartnerMedia Trials partnership exploring audience data and creative optimization for streaming TV. Also studied ad delivery frequency impact on CTV viewers.
• ZefrcoreStrategic or Co-development PartnerMedia Trials partnership studying misinformation and brand safety. Studies examine ad effectiveness next to misinformation content and brand suitability.
• GooglecoreStrategic or Co-development PartnerMedia Trials partnership on advanced data for media and creative strategies. Study explores how data-driven approaches help brands establish stronger connections.
• DeepIntentcoreStrategic or Co-development PartnerMedia Trials partnership exploring pharmaceutical advertising impact beyond traditional role. Study 'Beyond the Prescription' examines how pharma ads influence patient behavior.
• UbercoreStrategic or Co-development PartnerMedia Trials partnership exploring tablet advertising opportunity in rideshare. Study examines rider attitudes toward in-rideshare advertising.
• KESSELcoreStrategic or Co-development PartnerMedia Trials partnership on responsible data practices. Study found 23% increase in purchase intent for brands with responsible data practices.
• Oracle / Scope3coreStrategic or Co-development PartnerMedia Trials partnership on sustainability in media. Study found a spot in-view for 10 seconds produced 64% less carbon emissions than a 5-second spot.
• Twitter / XcoreStrategic or Co-development PartnerMedia Trials partnerships on cultural relevance drivers and video ad context. Studies explore how brands can leverage cultural involvement for consumer engagement.
• VOX MediacoreStrategic or Co-development PartnerMedia Trials partnership on podcasting influence and mindset-based advertising. Study explores podcasters as influential media figures.
• TwitchcoreStrategic or Co-development PartnerMedia Trials partnership studying livestreaming viewer behavior and community connection. Study shows livestreaming viewers are 73% more likely to stick around for community.
• IPG MediabrandsflagshipStrategic or Co-development PartnerParent organization. MAGNA is the media intelligence unit within IPG Mediabrands, providing centralized investment and intelligence services to agencies including UM and Initiative.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GroupM: Centralized media investment arm of WPP, functioning as the closest structural analogue to MAGNA. Negotiates media on behalf of WPP agencies (Mindshare, Wavemaker, EssenceMediacom) and produces proprietary intelligence, making it the most directly comparable peer.
• Omnicom Media Group: Centralized media investment and intelligence division of Omnicom Group serving OMG agencies (PHD, Hearts & Science, OMD). Operates a near-identical model to MAGNA within a competing holding company structure.
• Publicis Media: Media investment arm of Publicis Groupe supporting Starcom, Zenith, and Spark Foundry. Comparable in scope and intelligence product set to MAGNA within a competing holding company.
• Dentsu Media: Centralized media investment unit of Dentsu International serving Carat, iProspect, and Dentsu X. Functions as MAGNA's direct counterpart within the Dentsu holding company.
• Havas Media Group: Centralized media investment and intelligence division of Havas, smaller in scale but structurally similar to MAGNA — providing trading, planning, and proprietary research to Havas Creative agencies.

Emerging players

• Kantar Media: Independent media intelligence and measurement provider offering audience research, ad spend tracking, and competitive intelligence. Overlaps directly with MAGNA's Intelligence subscription business and competes for third-party advertising research budgets.
• eMarketer (Insider Intelligence): Subscription-based digital advertising research and forecasting firm. Closest direct competitor to MAGNA's third-party intelligence subscription offering for advertisers, agencies, and tech firms.
• WARC: Subscription research service for advertising and marketing effectiveness with global case studies and benchmarks. Overlaps with MAGNA's Media Trials research product and industry report subscriptions.
• Standard Media Index: Independent provider of ad spend intelligence tracking agency billings across holding companies. Competes with parts of MAGNA's media spend forecasting product set for advertiser and investor clients.

Broad incumbents

• Nielsen Media: Established media measurement and audience analytics provider. Competes with MAGNA in market intelligence broadly (audience measurement, ad effectiveness research) though at much larger scale and with broader scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MAGNAGLOBAL
• LinkedInlinkedin.com/company/magna-global
• Instagraminstagram.com/magna.global/?hl=en
• Facebookfacebook.com/94436344312

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about MAGNA GLOBAL