Magnite
Independent sell-side ad tech platform for publishers and streaming inventory.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Magnite, Inc.
- Entity type
- COMPANY
- Founded
- 2007
- Headquarters
- 1250 Broadway, 15th Floor, New York, NY 10001
- Company size
- 501–1,000
- Market role
- AdTech Vendor
- Ticker
- MGNI
- Official website
- magnite.com
What Magnite does
Magnite operates B2B advertising infrastructure that sits on the sell side of programmatic media trading. It creates value by helping publishers and media owners expose inventory to demand sources, improve yield, unify direct and programmatic monetisation, and package premium supply for buyers. The business combines core SSP transaction rails with adjacent software modules such as CTV ad serving, header bidding management, identity and audience activation, inventory discovery and managed demand facilitation.
Category differentiation
Magnite is not a demand-side platform or a consumer streaming service; it is primarily sell-side advertising infrastructure for publishers and media owners. It is distinct from walled-garden ad platforms because it does not principally monetise owned consumer media inventory.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Magnite is a publicly listed US advertising technology company focused primarily on sell-side infrastructure for publishers and media owners. Its core business is operating supply-side and ad serving software that helps publishers manage, sell and optimise advertising inventory across display, online video, audio, digital out-of-home and especially connected TV. Following the Telaria merger and the acquisitions of SpotX and SpringServe, the company broadened its position in streaming and video monetisation. Magnite makes money chiefly by taking a percentage of advertising spend transacted through its platforms, supplemented by software and platform fees tied to ad serving, header bidding management, data activation, curated marketplace workflows and managed programmatic services. Its direct customers are mainly publishers, broadcasters, streaming platforms, media owners, agencies and advertisers buying premium programmatic supply, rather than consumers.
Company news briefing
Briefing updated:
Magnite continues to capture market share and sustain positive stock momentum as competitors face valuation pressures and workforce reductions. The company has advanced its agentic vision as major media owners, buyers, and technology players leverage its orchestration layer, and it was selected as the primary video ad server and programmatic technology provider for HP TV+.
Business model & monetisation
Magnite primarily monetises through a take-rate on programmatic advertising spend flowing through its SSP and streaming marketplace infrastructure. It also generates revenue from software-style platform usage tied to ad serving, header bidding and audience activation capabilities, plus premium commercial arrangements around private marketplaces, programmatic guaranteed deals, curated supply and managed service support. Pricing appears to mix percentage-of-media-spend economics, transaction fees and customised enterprise commercial terms.
- Programmatic SSP transaction revenue
- Percentage take-rate on media spend
- CTV and video ad serving revenue
- SaaS / software platform fees and transaction-linked pricing
- Private marketplace and curated deal revenue
- Higher-yield transaction fees on premium deals
- Header bidding and publisher optimisation tooling
- Software subscription or platform fee
- Managed demand facilitation services
- Service fee / retainer or deal-linked commercial terms
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Magnite, Inc.
IAB vendor record: 52
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 3, 4
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 1, 2, 3
- Declared special feature IDs
- 1, 2
Magnite, Inc. (Outstream)
IAB vendor record: 102
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 1, 2
- Declared special feature IDs
- 1
SpotX, Inc
IAB vendor record: 165
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1
- Declared feature IDs
- 3
- Declared special purpose IDs
- 1, 2
- Declared special feature IDs
- 2
Magnite CTV, Inc.
IAB vendor record: 202
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 3, 4
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 1, 2, 3
- Declared special feature IDs
- 1, 2
SpringServe, LLC
IAB vendor record: 293
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 3, 4
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 1, 2, 3
- Declared special feature IDs
- 1, 2
Magnite, Inc. (Carbon AI Limited)
IAB vendor record: 493
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 3, 4
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 1, 2, 3
- Declared special feature IDs
- 2
Products & market categories
Technology
Media Channel
Service
Competitors & alternatives
- Disney Advertising
Disney’s advertising sales and streaming inventory monetisation arm.
- Equativ
Programmatic adtech platform spanning SSP, DSP, retail media and CTV.
- PubMatic
Independent adtech platform for publisher monetisation and programmatic supply.
Side-by-side comparisons
Featured market maps
- Market Map CTV Commerce
A comprehensive market map of the CTV Commerce ecosystem.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Starling Launches CTV Supply-Side Platform from Stealth
CTV · Recorded impact score: 2/5
Starling, a new supply-side platform (SSP) purpose-built for connected TV (CTV), has officially launched. The company emerges from stealth with backing from MBL Partners and strategic investors, aiming to address fragmentation, lack of transparency, and underutilized audience intelligence in CTV advertising. Starling offers content and program-level intelligence, down to show-level reporting, and supports emerging formats like pause ads and home-screen placements. The leadership team includes Michael Bassik as Executive Chair and Acting CEO, Sean Miller as COO/CFO, Reshmi Nair as CTO (formerly of Magnite), and Wil Danielson as CRO (formerly of Nexstar). Starling has secured publisher relationships including Xumo, to provide access to premium inventory such as live sports.
- Starling launched as a CTV-focused supply-side platform (SSP).
- The company is backed by MBL Partners and strategic investors.
Magnite Named Primary Video Ad Server and Programmatic Provider for HP TV+
CTV · Recorded impact score: 4/5
Magnite, the largest independent sell-side advertising company, has been selected as the primary video ad server and programmatic technology provider for HP TV+, HP's free ad-supported streaming TV (FAST) environment for personal PCs. This partnership enables HP TV+ to connect advertisers with active PC audiences across various content categories. Through Magnite's omnichannel suite and ClearLine Curation, HP Media Network can offer consent-based audience intelligence for programmatic activation, with access to nearly 100 off-the-shelf audience segments and over 1,200 PC apps. The integration aims to streamline advertising access to HP TV+'s banner and video inventory, supporting the growth of HP's streaming advertising business.
- Magnite is named the primary video ad server and programmatic technology provider for HP TV+.
- HP TV+ is HP's native free ad-supported streaming TV (FAST) environment for personal PCs.
8-K Financial Filing Analysis for Magnite (2026-09-21)
financials · Recorded impact score: 3.8/5
On September 18, 2026, Magnite, Inc. announced key leadership appointments effective October 1, 2026. Brian Gephart, who has served as the Company's Chief Accounting Officer since June 2021, has been promoted to Chief Financial Officer (CFO) and Principal Financial Officer. Concurrently, Haas Sullivan, previously Vice President of Accounting, was appointed Chief Accounting Officer (CAO) and Principal Accounting Officer. In connection with the promotions, Gephart will receive an equity award valued at $2.25 million (70% RSUs and 30% PSUs) alongside an amended severance agreement, while Sullivan will receive an RSU grant valued at approximately $600,000 and a new executive severance agreement.
- Brian Gephart was promoted to Chief Financial Officer (CFO) effective October 1, 2026, receiving an equity award package of $2.25 million ($1.575M in RSUs and $675K in PSUs).
- Haas Sullivan was promoted to Chief Accounting Officer (CAO) effective October 1, 2026, receiving an RSU grant valued at approximately $600,000.
Magnite Advances Agentic Vision as Major Media Owners, Buyers and Technology Players Leverage Orchestration Layer
Recorded impact score: 4/5
Magnite announces that major media owners, buyers, and technology players are leveraging its orchestration layer, advancing its agentic vision.
PebblePost Names Adam Soroca CEO, Expands to CTV
Hiring · Recorded impact score: 2/5
PebblePost, a marketing technology company specializing in purchase-powered multichannel marketing, announced the appointment of Adam Soroca as Chief Executive Officer. Soroca, a veteran ad-tech innovator who previously served as Chief Product Officer at Magnite, will lead PebblePost's expansion from its programmatic direct mail roots into connected TV (CTV) and a broader offering powered by verified first-party purchase behavior. The company also brought on Melanie Samson as Chief Marketing Officer. PebblePost leverages billions of intent signals and over $100 billion in annual transaction data to help brands identify future buyers and measure incremental impact. Clients include Carter's, Michael Kors, and Virgin Voyages. Soroca's appointment underscores PebblePost's focus on data-driven, performance-oriented advertising across channels.
- PebblePost appointed Adam Soroca as CEO, effective September 15, 2026.
- Adam Soroca previously served as Chief Product Officer at Magnite.
Explore company relationships
Questions about Magnite
What is Magnite?
Magnite is a public ad tech company that provides sell-side software for publishers, media owners and streaming platforms to monetise advertising inventory.
Who uses Magnite?
Its main users are publishers, broadcasters, OTT and CTV platforms, ad operations teams, and also agencies and advertisers seeking access to premium programmatic supply.
How does Magnite make money?
It mainly earns a take-rate on advertising spend processed through its SSP and related platforms, alongside software and service fees for ad serving, curation and optimisation.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
24 publicly documented primary sources and citations linked across the market graph.
Continue your research on Magnite
Explorer includes additional company details, a Watchlist for up to 25 companies and your personal Strategic Intelligence Agent. It monitors your market daily and delivers tailored briefings with clear strategic context whenever relevant news occurs.
Free, with no time limit.