Magnite (NASDAQ:MGNI) (NASDAQ: MGNI) operates as an independent sell-side advertising platform that enables publishers and digital media owners to monetize their inventory through programmatic advertising. Formed in 2020 through the merger of Rubicon Project and Telaria, Magnite combines technologies for desktop, mobile, connected television (CTV) and digital out-of-home (DOOH) ad exchanges. The company provides an end-to-end solution designed to help media owners optimize yield across open marketplaces, private marketplaces and programmatic guaranteed deals.
At the core of Magnite’s offering is its supply-side platform (SSP), which connects publishers’ ad impressions to demand-side platforms (DSPs) through real-time bidding (RTB). The platform includes built-in tools for auction optimization, header bidding and audience segmentation, enabling publishers to maximize revenue while maintaining control over the quality and targeting of ads served on their sites and apps. In the rapidly growing CTV market, Magnite supports ad insertion across multiple streaming devices and environments, delivering scalable video ads that align with consumer viewing habits.
Magnite’s technology stack also encompasses analytics and reporting services that provide publishers with actionable insights into performance metrics, such as fill rates, price floors and buyer behavior. By combining marketplace data with machine learning algorithms, the company aims to drive more efficient yield management and transparent pricing dynamics. In addition, Magnite offers private marketplace solutions that allow premium publishers to build curated deal structures with select advertisers and agencies.
Headquartered in Los Angeles, California, with offices across North America, Europe and Asia-Pacific, Magnite serves a global roster of digital media companies, broadcasters and broadcasters-turned-streaming services. The company’s executive leadership team brings together veterans from the digital advertising and technology sectors, underscoring its focus on innovation and the evolution of programmatic media monetization. With its independent status, Magnite positions itself as a partner to publishers seeking alternatives to agency-owned ad tech stacks.
