About Magnite

Magnite, Inc. provides technology solutions to automate the purchase and sale of digital advertising inventory. The company is the world's largest independent omni-channel sell-side advertising platform (SSP), offering a single partner for transacting globally across all channels, formats and auction types, and the largest independent programmatic CTV (connected television) marketplace, making it easier for buyers to reach CTV audiences at scale from industry-leading streaming content providers, broadcasters, platforms and device manufacturers. The company’s platform features applications and services for sellers of digital advertising inventory, or publishers, that own and operate CTV channels, applications, websites and other digital media properties, to manage and monetize their inventory; applications and services for buyers, including advertisers, agencies, agency trading desks, and demand side platforms (DSPs), to buy digital advertising inventory; and a transparent, independent marketplace that brings buyers and sellers together and facilitates intelligent decision making and automated transaction execution at scale. The company’s clients include many of the world’s leading buyers and sellers of digital advertising inventory. The company’s platform processes trillions of ad requests per month allowing buyers access to a global, scaled, independent alternative to ‘walled gardens’, who both own and sell inventory and maintain control on the demand side. The company provides a full suite of tools for sellers to control their advertising business and protect the consumer viewing experience. These tools are particularly important to CTV sellers who need to ensure a TV-like viewing and advertising experience for consumers. On February 7, 2023, the company introduced its unified CTV platform Magnite Streaming, which merges leading technology from the legacy Magnite CTV and SpotX CTV platforms. The platform enables CTV sellers to maximize their advertising yield holistically across live and video on demand (‘VOD’) inventory, addressable linear, CTV and other over-the-top environments, such as mobile. Magnite Streaming unites sophisticated end-to-end features within a single platform and user interface, including comprehensive seller deal management capabilities to monetize across all deal types, whether reserved or sold upfront; advanced curation and brand safety tools built for streaming video, such as ad-podding, a tool analogous to commercial breaks that allows a seller to manage business rules around competitive separation, audio normalization tools to control for the volume of an ad relative to content, frequency capping to avoid exposing viewers to repetitive ad placements, and creative review so that a publisher can review and approve the ad units being served to its properties; multi-faceted audience activation features, including seller defined audiences, third-party data integrations, and secure data matching; responsive real-time reporting and dashboards; and innovative technology to help sellers optimize live inventory. In addition to these programmatic platform capabilities, the company’s ad serving technology manages video advertising across both programmatic and direct-sold inventory, including forecasting, routing, and creating customized ad units. The integration of SpringServe’s ad serving technology with its existing programmatic SSP capabilities provides CTV publishers a holistic yield management solution that dynamically allocates between direct-sold and programmatic inventory to drive value. Buyers leverage the company’s platform to manage their advertising spend and reach their target audiences on brand-safe premium inventory, simplify order management and campaign tracking, obtain actionable insights into audiences for their advertising, and access impression-level purchasing from thousands of sellers. The company operates its business on a worldwide basis, with an established operating presence in North America, Australia, and Europe; and a developing presence in Asia and South America. The company’s non-U.S. subsidiaries and operations perform primarily sales, marketing, and service functions. In December 2021, the company acquired Nth Party, Ltd. (Nth Party), a developer of cryptographic software for secure audience data sharing and analysis. In February 2022, the company acquired Carbon (AI) Limited (Carbon), a platform that enables publishers to measure, manage, and monetize audience segments. The company is positioned to benefit from SPO (Supply Path Optimization) in the long run as a result of its transparency, its broad and unique inventory supply across all channels and formats, including CTV, buyer tools, such as traffic shaping that reduce the cost of working with the company, and its brand safety measures. Digital advertising inventory is created when consumers access sellers' content. Sellers provide digital advertising inventory to the company’s platform in the form of advertising requests, or ad requests. When the company receives ad requests from sellers, it sends bid requests to buyers, which enable buyers to bid on sellers’ digital advertising inventory. Winning bids can create advertising, or paid impressions, for the seller to present to the consumer. The company generates revenue from the use of its platform for the purchase and sale of digital advertising inventory. The company also generates revenue from its ad server and Demand Manager header-bidding product, where fees are either based on the number of impressions processed or a percentage of ad spend. The company’s Magnite Steaming platform has been strategically built to meet the unique requirements of CTV sellers. In addition, the company provides dynamic ad insertion to serve live streaming events, audio normalization tools to control the volume of an ad relative to content, frequency capping to avoid exposing viewers to repetitive ad placements, and creative review so that a publisher can review and approve the ad units being served to its properties. The company offers a scaled omni-channel platform that brings value to both buyers and sellers of ad inventory. For buyers, the company offers a single omni-channel partner to reach target audiences globally across all channels, including CTV, mobile, desktop, and digital out-of-home, and formats, including video, display, and audio. For sellers, the company partners as a one stop shop where they can sell digital advertising across all of their properties, regardless of device or format, and gain instant access to the world’s largest automated digital advertising buyers with the flexibility to sell their advertising inventory in an automated fashion on an impression-by-impression basis. A core aspect of the company’s value proposition is its big data and machine-learning platform that is able to discover unique insights from the company’s massive data repositories. The company’s systems collect and analyze a myriad of information, such as historical clearing prices, bid responses, buyer preferences, ad formats, user location, buyer audience preferences, how many ads the user has seen, browser or device information, and sellers’ first party data about users. The company offers identity solutions that help buyers and sellers create better matches and increase advertising ROI and the value of the underlying impression. The company’s tools enable sellers to create audience segments based on first-party data, which makes their advertising inventory more valuable to buyers looking to achieve specific campaign goals. In addition, its technology is integrated with a number of third party data, attribution and identity vendors, allowing buyers and sellers to leverage these solutions directly through its platform without the need for multiple vendor contracts. On July 1, 2021, the company acquired SpringServe, LLC (SpringServe), a leading ad serving platform for CTV and online video. The SpringServe ad server manages multiple aspects of video advertising for both programmatic transactions and inventory sold directly by the publisher, including forecasting, routing, customized ad experiences, and advanced podding logic. Combined with the company’s SSP, the SpringServe ad server provides publishers a holistic yield management solution that works across their entire video advertising business to drive value. The company is integrated with all of the major header-bidding standards, including Prebid.org, which the company co-founded, as well as the solutions offered by Google and Amazon. The company also provides a software solution called Demand Manager that helps desktop and mobile sellers manage all of their header-bidding advertising inventory, regardless of who wins the impression, for a fee based on a percentage of that advertising spending. The company provides a suite of buyer tools designed to help buyers curate inventory, append data and improve ROI in order to meet their campaign strategies. Its curation tools include Express Lane and Marketplace technology that enable agency holding companies and major brands to create their own private label marketplaces and establish direct connections with sellers. Growth Strategies The key elements to the company’s long-term growth strategy are to focus on CTV; pursue more direct relationships with advertisers and agencies; aggregate and target audiences through cookies to one enabled by sellers that have direct relationships with consumers and are therefore better positioned to obtain user data and consent for implementing first party identifiers; continue to invest in traffic optimization and bid filtering technology to allow it to monetize a higher proportion of the ad requests on its platform; increase seller inventory; expand its international footprint; and continue to innovate and enhance its platform. Sales and Marketing The company markets its solution to buyers and sellers through global sales teams that operate from various locations around the world. Regulation With respect to the Children’s Online Privacy Protection Act compliance, the company has taken various steps to implement a system that: flags seller-identified child-directed sites to buyers, limits advertisers’ ability to serve personalized advertisements on child-directed sites, helps limit the types of information that its advertisers have access to when placing advertisements on child-directed sites, and limits the data that it collects and uses on such child-directed sites. The use and transfer of personal data in the European Economic Area (EEA) member states and the United Kingdom (U.K.) is governed by the General Data Protection Regulation and the U.K. General Data Protection Regulation (the ‘GDPR’ and ‘UK GDPR’). The GDPR and UK GDPR set out significant potential liabilities for certain data protection violations and establish significant regulatory requirements resulting in a greater compliance burden for the company in the course of delivering its solution in the EEA and the U.K. Additionally, the company’s compliance with its privacy policies and its general consumer privacy practices are subject to review by the Federal Trade Commission. Beyond laws and regulations, the company is members of self-regulatory bodies that impose additional requirements related to the collection, use, and disclosure of consumer data, including the Internet Advertising Bureau (IAB), the Digital Advertising Alliance, the Network Advertising Initiative, and the Europe Interactive Digital Advertising Alliance. Competition The company competes with Google, Facebook, Microsoft, Comcast, and Amazon. History The company was founded in 2007. It was incorporated in 2007. The company was formerly known as The Rubicon Project, Inc. and changed name to Magnite, Inc. in 2020.

Country
Industry:
Advertising
Founded:
2007
IPO Date:
04/02/2014
ISIN Number:
I_US55955D1000
Address:
1250 Broadway, 15th Floor, New York, New York, 10001, United States
Phone Number
212 243 2769

Key Executives

CEO:
Barrett, Michael
CFO
Day, David
COO:
Evans, Katie