Business
Magnite and Acxiom Forge Direct Integration to Enhance Addressable-Based Buying and Maximize Working Media in Streaming
Industry-first integration enables audience decisioning on the sell-side using Acxiom’s full suite of data services NEW YORK, Aug. 21, 2025 (GLOBE NEWSWIRE)
About this update from Magnite, Inc.
[{"type":"text","content":"Industry-first integration enables audience decisioning on the sell-side using Acxiom’s full suite of data services\nNEW YORK, Aug. 21, 2025 (GLOBE NEWSWIRE) -- Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, today announced an integration with Acxiom®, the connected data and technology foundation for the world’s leading brands, that establishes Magnite as Acxiom’s first programmatic partner for sell side data activation. Advertisers can activate their first-party data and Acxiom’s third-party data directly through Magnite to enhance their addressable buying. Initial testing demonstrates that this streamlined approach to data activation helps reduce costs and aids in eliminating unnecessary fees. This ultimately helps maximize ad spend that goes towards working media while maintaining competitive performance. Activating through Magnite means buyers can access greater sell-side insights, including advanced forecasting and increased match rates due to Magnite’s direct relationships with publishers. By layering audiences on the sell side via deal IDs, Acxiom clients can buy on Acxiom pre-filtered inventory in their DSP of choice. According to Jounce Media, Magnite leads the market with 99% of CTV supply coverage and 96% of overall omnichannel supply coverage. In streaming TV, Magnite reaches 92 million US ad-supported streaming TV households. “Bringing together Acxiom’s vast and trusted data services with Magnite’s access to unique streaming inventory presents advertisers with a turn-key activation point,” said Martin Wexler, EVP Partnerships at Acxiom. “Magnite’s proximity to inventory helps drive improved match rates and reduces signal loss, enabling advertisers to activate with precision and augment performance across streaming and omnichannel media.” “We’re pleased to pave the way as the first programmatic sell-side partner to offer a direct integration with Acxiom,” said Kristen Williams, SVP of Strategic Partnerships at Magnite. “By opting for sell-side activation of their data-driven advertising campaigns, advertisers can tap into commercial efficiencies, differentiated data insights from streaming publishers, and further tailor their addressable strategy with Acxiom’s data.” “The differentiated structure offered by Magnite and Acxiom empowers us to more effectively plan and measure the outcome...