Magnite, the largest independent sell-side advertising company, has announced an integration with Acxiom, the connected data and technology foundation for the world’s leading brands. This industry-first integration marks Magnite’s first partnership as a programmatic partner for sell-side data activation leveraging Acxiom’s full suite of data services. This collaboration enables advertisers to activate their first-party data and Acxiom’s third-party data directly through Magnite to enhance their addressable buying, reducing costs and helping to eliminate unnecessary fees, thereby maximizing ad spend that goes towards working media while maintaining competitive performance.

Activation through Magnite allows buyers to 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. Magnite leads the market with 99% of CTV supply coverage and 96% of overall omnichannel supply coverage, reaching 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. Kristen Williams, SVP of Strategic Partnerships at Magnite, added, “We’re pleased to pave the way as the first programmatic sell-side partner to offer a direct integration with Acxiom.”

The differentiated structure offered by Magnite and Acxiom empowers more effective planning and measurement of ad campaign outcomes, allowing more dollars to be driven toward working media and delivering greater value. This integration facilitates a streamlined path to activation, ensuring more media dollars reach real viewers and delivering measurable outcomes across every screen.

Key Indicators

This integration signals a growing trend towards sell-side data activation in the digital advertising market, offering greater efficiency for advertisers.
Magnite leads the streaming supply market with 99% CTV coverage, providing advertisers broad access to targeted audiences.

Regional Perspective

This integration significantly enhances advertisers' ability to reach target audiences within the growing US streaming market, enabling more precise and efficient advertising strategies.

Analysis

The Magnite and Acxiom partnership represents a strategic move towards simplifying data activation and optimizing ad spend in the streaming sector. By enabling direct first- and third-party data activation on the sell-side, unnecessary costs are reduced, and more funds are directed towards working media. Magnite’s ability to provide granular insights from publishers, coupled with higher match rates, gives advertisers a competitive edge. In the long term, this model is likely to encourage more similar partnerships, driving greater transparency and efficiency in the digital advertising ecosystem.