Magnite, the world’s largest independent sell-side advertising company, announced a new integration with Acxiom®, the connected data and technology foundation for the world’s leading brands. The collaboration establishes Magnite as Acxiom’s first programmatic sell-side partner for data activation, enabling advertisers to seamlessly activate both first-party and Acxiom’s third-party data directly through Magnite.
Early tests of this integration show that activating data through Magnite simplifies workflows, reduces unnecessary fees, and increases the share of ad spend allocated to working media—all while maintaining strong performance.
By activating on the sell side, advertisers gain access to enhanced insights, stronger forecasting, and improved match rates thanks to Magnite’s direct relationships with publishers. Through deal IDs, Acxiom clients can apply audiences to pre-filtered inventory and transact through their DSP of choice. According to Jounce Media, Magnite leads the industry with 99% CTV supply coverage and 96% omnichannel coverage, reaching more than 92 million U.S. ad-supported streaming TV households.
Also Read: Knack Unveils Knack Brava for SAP Cloud ERP
“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 outcomes of our ad campaigns,” said Jean Fitzpatrick, EVP Commercial Strategy at IPG Mediabrands. “By simplifying activation and reducing fees, we can drive more dollars toward working media and deliver greater value for our clients.”
“LG Ad Solutions brings together premium smart TV inventory and industry-leading TV data to help brands reach audiences with greater precision and scale,” said Mike Evans, Head of Sales, U.S. at LG Ad Solutions. “The Magnite and Acxiom integration complements these efforts by giving advertisers a streamlined path to activation, which ensures more media dollars reach real viewers and delivers measurable outcomes across every screen.”