In the current streaming TV landscape, the narrative is largely dominated by mass appeal streamers like Netflix, Amazon, and Disney+. These giants have captured global attention with their vast content libraries, premium brands, and significant subscriber bases. However, for advertisers, it’s not necessarily always about scale, but knowing your audience matters more, and recent trends reveal a growing opportunity that advertisers cannot afford to overlook: niche streaming programmers, particularly within the free ad-supported streaming TV (FAST) segment, are emerging as key players in the market. Niche streamers focus on delivering specific types of content tailored to particular interests, communities, or genres.

It’s important to recognize that not all FAST platforms are alike. There’s a clear distinction between standalone FAST apps like FutureToday’s Fawesome, and HayStack, and content providers like Tastemade, Outside TV, and Trusted Media Brands properties, which distribute their content across larger FAST platforms such as LG Channels, SamsungTV+, and Vizio WatchFree+. For advertisers, both standalone apps and content providers offer unique value, enabling marketers to reach highly engaged audiences in premium content environments.

As niche streamers continue to build viewership and momentum, here’s why advertisers should take note. 

1. Audiences are flocking to FAST services and niche streamers.

The rise of FAST services is a testament to the shifting dynamics of viewership consumption patterns. FAST platforms offer a big-screen viewing experience at no cost, making them increasingly appealing to a wide range of viewers. According to recent data, 57% of U.S. TV viewers watched FAST platforms in 2023, a significant jump from 40% in 2020. This growth is mirrored by the impressive performance of platforms like Pluto TV, which reported 80 million monthly active users—nearly double the estimated 44.1 million monthly viewers of Apple TV.

This surge highlights a critical trend: audiences are also gravitating toward these platforms because they offer specialized, niche content that resonates deeply with their interests. As viewers seek more tailored content experiences, niche streamers are carving out dedicated spaces where specific communities can find content that speaks directly to them. As Katya Shkolnik at Future Today, an independent streamer that operates the popular standalone FAST service – Fawesome, which features a diverse range of content, including lesser-known titles, older classics, and a strong focus on family-friendly programming, said, “The tremendous growth we’re seeing with our FAST service is a result of not just offering content for the masses—it’s about meeting the evolving needs of viewers who want content that fits their unique tastes – both literal and figurative.”

As programmers such as Outside TV, Tastemade, and others are syndicated on major FAST platforms like LG Channels, Samsung TV+, and Vizio WatchFree+, marketers can achieve major reach through these programmers in a way they couldn’t before. In this way, the rise of niche streamers mirrors a trend seen in the cable era. Just as the major networks offered broad reach, niche cable channels like HGTV and Comedy Central captured smaller, highly engaged audiences—making them incredibly valuable to advertisers. These niche streamers are now carving out a similar space, offering advertisers access to dedicated and passionate viewer bases – on the biggest screen in the home. 

2. Niche audiences are loyal and highly actionable.

One of niche streamers’ standout strengths is their ability to attract and retain highly passionate and engaged specialized audiences.

This engagement translates to viewing time. For example, My Code’s owned and operated platform Butaca TV (Butaca is Spanish for theater seat) has built a dedicated community of more than 11 million users per month across the U.S. and Mexico, who watch their curated selection of premium movies, television series, music videos, and original content. The U.S. Hispanic market is highly diverse, prompting Butaca TV to continuously introduce new content tailored to the various groups within this audience. Most recently, Remezcla, the Latine media brand owned by My Code, launched Remezcla TV, a FAST channel featuring music, film, and behind-the-scenes interviews. 

Butaca TV allows My Code to reach a Latino Millennial audience with a mix of the hottest music videos from “Indie Revolution” to an older Spanish-dominant user interested in viewing a digitally remastered Pedro Infante film. The result is a global community of engaged viewers that spans generations.

“Our users are not just viewers; they’re enthusiasts,” says Edgar Hernandez, chief strategy officer of My Code. “Their deep engagement makes advertising on Butaca TV more than just a transaction—it’s an opportunity to build lasting brand affinity.”

Similarly, Outside TV, a platform devoted to adventure sports and active lifestyles, offers advertisers a chance to connect with a loyal audience who are passionate about the outdoors. “Our viewers turn to Outside TV for authentic stories and 200+ hours of live sports on FAST, which resonate with their love for adventure and exploration. That connection translates into higher engagement with ads that speak to their values,” notes Chad Johnson, senior sales director at Outside TV.

Niche streamers and FAST services also have a stickiness factor with audiences – where loyalty and churn are an increasing problem. Deloitte’s most recent Digital Media Trends report says 40% of U.S. subscribers canceled at least one service in the past six months, highlighting the “rental” nature of many audiences on larger platforms. By contrast, according to Ampere Analysis, niche streamers enjoy much lower churn rates, with FAST services reporting churn rates below 2% per month, compared to approximately 6% for subscription-based streaming services.

3. Niche streamers offer unique content and creative flexibility.

Beyond audience engagement, niche streamers offer advertisers unparalleled creative flexibility. These platforms often host content that attracts highly engaged audiences with specific interests. Many of these niche streamers also produce their content in-house, offering advertisers custom solutions that integrate their brands directly into the shows or programming. This allows brands to reach these engaged audiences in a unique and compelling way. Tastemade, for instance, has become a go-to platform for food, travel, and home and design enthusiasts and can tailor content to this audience. 

“Every piece of content we create at Tastemade is catered to and driven by our viewer,” says Kristin Eardley, head of programmatic and revenue partnerships at Tastemade. “Our content not only entertains but also inspires, connects, and is driven by a deep understanding of what our audience craves – from the flavors they want to explore to the places they dream of visiting. This viewer-driven approach ensures that every piece of content feels relevant, personal, and impactful, which sets Tastemade apart and explains why we’ve seen such success in the FAST space.”

Supporting niche streamers helps the CTV ecosystem thrive.

From a strategic perspective, supporting niche streamers is crucial for maintaining a competitive and diverse streaming market. These platforms help reach and entertain unique audiences by offering viewers a range of diverse content, which is vital to buyers who are looking to reach these audiences. Niche streamers play a fundamental role in preventing the market from becoming too concentrated in the hands of a few major players. 

In an era where audience engagement is paramount, advertisers who broaden their focus beyond top-tier streaming services stand much to win. By investing in niche streamers and FAST platforms, advertisers can ensure their messages reach loyal, engaged audiences, boosting brand affinity and impact. 

In 2024, Magnite’s global teams united to give back to their communities through impactful volunteer efforts, contributing 464 hours of significant time and energy to meaningful causes.

The London office made a substantial environmental contribution by partnering with the Lower Regents Coalition/Moo Canoes, where volunteers paddled waterways to collect 75 kilos of rubbish, and with More Life Home, where they refurbished furniture to support low-income individuals. 

Magnite’s London team at Lower Regents Coalition/Moo Canoes.

Magnite’s London team at More Life Home.

The Broomfield team lent their hands to The Urban Farm, working to enhance its facilities and support its mission to provide educational opportunities and sustainable farming experiences for local youth.

Magnite’s Broomfield team at The Urban Farm.

In Bozeman, employees teamed up with the Gallatin Valley Food Bank to repackage bulk food items, ensuring essential supplies reached those in need. 

Magnite’s Bozeman team at Gallatin Valley Food Bank.

The Los Angeles office volunteered at the South L.A. Animal Shelter, where they helped clean dog kennels, broke down crates to give the shelter back their community room, gave enrichment treats to dogs, and replaced kennel cards to help people identify the dogs for adoption. The L.A. team also assisted the Friends of Ballona Wetlands by pulling invasive plants out of the habitat to help restore and protect the last L.A. coastal wetland.

The L.A. team at the South L.A. Animal Shelter.

The L.A. team at Friends of Ballona Wetlands.

The New York team partnered with Friends of Governor’s Island to remove four lawn bags of mugwort and other invasive plants from Hammock Grove.

The New York team helped the Friends of Governor’s Island.

The Australia/New Zealand office joined the initiative at the Centennial Parklands in Sydney, aiding in removing weeds, moving and cutting logs, and watering seeds to contribute to sustainability and environmental restoration.

Magnite’s Australia/New Zealand team at Centennial Parklands.

Additional teams also made their mark: the Seattle and Boston offices hosted in-office Kynd Kits events, where volunteers packed kits tailored to community needs. 

The Boston team packed Kynd Kits in the office.

In Toronto, the team collaborated with the Holland Bloorview Kids Rehabilitation Hospital Foundation to pack hygiene kits for a large hospital event, supporting children in rehabilitation. 

Magnite’s Toronto office at the Holland Bloorview Kids Rehabilitation Hospital Foundation.

The San Francisco office joined local efforts to assist in feeding underserved communities through the San Francisco-Marin Food Bank’s outreach program.

The San Francisco team at the San Francisco-Marin Food Bank.

Finally, the Milan team partnered with Caritas Ambrosiana at the Sogemi market, where they collected and distributed unsold produce to those in need, reducing waste while addressing food insecurity.

The Milan office at Sogemi market.

Through these collaborative efforts, Magnite employees strengthened community ties and showcased their shared values of compassion, sustainability, and making a tangible difference worldwide.

Magnite Audiences empowers publishers to unlock the full value of their audiences while enabling brands to connect with them at scale

Singapore & Mumbai – December 17, 2024 – Magnite (NASDAQ:MGNI), the largest independent sell-side advertising company, announced the expansion of Magnite Audiences and its debut in India and Southeast Asia. The solution empowers publishers to unlock the full value of their audiences, while helping buyers connect with high value audiences at scale. Magnite Audiences sits within the Magnite Access suite, a collection of audience and addressability tools purpose-built for publishers and buyers to maximise the value of their data assets. 

Magnite Audiences’ standardised, scalable segments based on publisher first-party data enable publishers to monetise their audiences and protect their user data. These audience segments, which include interest, purchase intent, demographic, seasonal and custom categories, provide the value and scale buyers want to achieve their campaign goals across key demographics. They offer significant reach from a trusted pool of standardised data originating from first party sources without compromising quality.

“It’s essential for us to be able to create value from the vast amount of data at our disposal so that we can both enable precise targeting for advertisers while also enhancing the user experience we provide,” said Dinesh Joshi, Vice President, Product Monetisation & Analytics, NDTV. “Leveraging Magnite Audiences is helping us tap into new revenue streams and increase the attractiveness of our ad offerings, while bringing more personalisation to our readers and viewers.”

“As a full-service digital marketing agency, we constantly look for new ways of activating audience data at scale,” said Harish Iyer, EVP, Media & Investment, Interactive Avenues (the digital arm of IPG Mediabrands India). “We are confident that Magnite Audiences will play a pivotal role in this journey by helping us curate customized ad inventory that aligns with our clients’ campaign goals. We look forward to leveraging this partnership to drive measurable impact for leading brands.” 

“Amid the changing identity landscape, buyers and publishers need to explore different models and approaches to solve for audience addressability,” said Gavin Buxton, Managing Director, Asia at Magnite. “Magnite is committed to providing our clients with solutions like Magnite Audiences to help buyers and publishers package, find and reach audiences in new ways. The tool is ready and available for activation in India and Southeast Asia, and we look forward to continued adoption as more publishers and buyers begin to leverage it to their benefit.”

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About Magnite

We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, vibrant Mumbai and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.

Media Contact:
Megan Hughes
mhughes@magnite.com

Promotions to Further Sharpen Company’s Strategic Focus, Drive Momentum

NEW YORK – December 11, 2024 – Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising platform, today announced the promotion of two key leaders, to further sharpen the company’s strategic focus, drive innovation, and accelerate its momentum in the market. Sean Buckley has been promoted to President, Revenue and Katie Evans has been promoted to President, Operations. Mr. Buckley and Ms. Evans will continue to report to CEO, Michael Barrett. 

“Sean and Katie have had an enormously positive impact on Magnite’s development,” said Michael Barrett, CEO of Magnite. “The Board and I have great confidence in their leadership, and these promotions will enhance their impact even further. As the company enters its fifth year, we have many exciting opportunities in front of us, including live sports, the continued adoption of programmatic in CTV, and a variety of innovations in DV+. With Sean and Katie in these new roles, Magnite will be able to execute better and faster than ever.”

Sean Buckley, has served as the company’s Chief Revenue Officer since 2022.  Mr. Buckley joined Magnite following its acquisition of SpotX in May 2021, and has served as the company’s Chief Revenue Officer since January 2022. He will continue to lead Magnite’s global commercial organization, spearheading top-line growth and fostering new client opportunities. Before Magnite, Mr. Buckley spent eight years at SpotX in various capacities, including Chief Operating Officer and Chief Revenue Officer and led the company’s strategic investment in SpringServe. He was instrumental in expanding the company’s platform business, providing media owners with a solution to holistically manage their programmatic video strategies.  

Katie Evans, has served as the company’s Chief Operating Officer since 2020.  Ms. Evans joined Magnite following its acquisition of Telaria in April 2020, and has served as the company’s Chief Operating Officer since September 2020. She will continue to oversee the company’s client success, sales operations, technical operations, and business intelligence teams. Ms. Evans is responsible for scaling the company’s global operations and works closely with the revenue, product, and engineering organizations to drive innovation and success for Magnite’s clients. Before Magnite, she was Chief Operating Officer at Telaria, where she was critical in aligning the company’s global strategy, roadmap, and processes.

Visit Magnite’s website to learn more about Sean Buckley, Katie Evans and the company’s executive team.

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About Magnite

We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising platform. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.

Media Contact

Charlstie Veith

cveith@magnite.com

516-300-3569

Investor Relations Contact

Nick Kormeluk

nkormeluk@magnite.com 

As sustainability ambitions grow and companies of all sizes engage in innovation and seek opportunities to drive internal efficiencies, collaboration is a key component. We recently spoke to Richard Davis, CEO at 51ToCarbonZero, to learn more about their role in creating a more efficient and sustainable media ecosystem, and why collaboration is so important.

Can you provide an overview of what 51ToCarbonZero is and your organization’s mission?

Our mission is to accelerate the world’s transition to net-zero emissions. To achieve that mission, we offer organizations a software solution and expert advisory to track and reduce their carbon pollution, across their entire operations. Our platform not only measures your footprint but also helps you build a plan and manage your transition program.

To have the maximum possible impact, we have decided to focus on industries that shape people’s opinions, feelings, and behaviors, such as media, marketing, and advertising, as well as the arts, sports, and entertainment. By changing these companies and engaging their people, we can indirectly reach a much wider audience and have a bigger impact.

What role does 51ToCarbonZero play in the advertising and media industry, and how do you work with other initiatives focusing on sustainability in the space?

A number of players in the media industry are progressing the net-zero conversation. Our role at 51toCarbonZero is to help companies understand their full emissions—from their offices to their travel to their IT equipment, for example—and then build a plan and deliver it. We have a database of best practice solutions to help improve common areas such as energy efficiency, business travel, and waste management. But also more specific ad-tech improvements like the IAB recommendations.  At a broader scale, we support renewable energy procurement, SBTi (Science-Based Targets Initiative) target setting, and building effective engagement programs.

Then you have players who purely focus on measuring campaign emissions, like Scope3. They look at a specific part of your footprint. We can integrate their data into the broader corporate footprint. In addition, you have other offerings that propose specific media decarbonization solutions. For example, GreenBids helps with supply path optimization, which results in less carbon. Finally, you have industry bodies or initiatives like AdNetZero, whose role is to educate the industry about carbon emissions, share best practices, and define what good looks like.

Collaboration is absolutely key. We are trying to solve a global challenge! In our platform, we have built a database of solutions that all clients can access and contribute to. If they find a new way to manage their IT equipment that is more carbon-friendly or an amazing provider for refurbished laptops, they can share this on our platform and make it available to all of our partners.

What are the biggest challenges the advertising and media sectors face in reducing their carbon footprints?

Due to the interconnected nature of the supply chain with so many companies potentially involved, there is a lot of engagement required and often dependence on others to help reduce scope 3 emissions in particular. Measuring the total carbon impact of each company’s output/service within the supply chain is also a sticking point that industry bodies are helping to address.

How are you supporting Magnite’s sustainability ambitions?

We measure the business’s annual carbon footprint, work to continuously improve data, and, more recently, set science-based reduction targets. This includes building a set of actions to achieve those targets, which we have recently supported with renewable energy procurement. The next stage will be to engage with the supply chain of purchased products and services Magnite uses, such as suppliers of travel services or capital goods purchased by Magnite employees for work purposes. This will encourage action within the industry and further support Magnite’s sustainability goals.

What advice would you give any advertisers or publishers that were early in their sustainability journey?

Like all new things – a new sport, a new diet, a new language – the first step is always the most scary. But with the right support, everyone can get started! My recommendation is to look for a partner who understands your industry and can support you with the right advisory and tools to make the process repeatable and scalable.

What is your strategy for scaling your impact beyond the UK/Europe or reaching more companies globally?

We service our clients across over 30 markets, and we have a team in the US on both coasts. Next year, we want to strengthen our North American presence further. To make a real difference, we are engaging with policymakers and institutions. For example, we participated in a UK parliamentary summit on net-zero last year and we were with the municipality of Milan last month to discuss sustainable cities.

How do you see the future of sustainability evolving within the media ecosystem, and what role do you aim to play in that evolution?

Our ambition is to make the media industry the first industry that achieves net-zero. It will set an example for other industries and show the world that net-zero is possible! We want to be the catalyst of this movement, enabling every organization to get there faster and more efficiently.

Major OEM to leverage Magnite’s Streaming SSP and SpringServe ad server to power programmatic execution of new ad formats

New York – December 10, 2024 – Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, and LG Ad Solutions, a leader in connected TV (CTV) and cross-screen advertising, announced a renewal of their global relationship, spanning North America, APAC, and EMEA. The partnership achieved substantial growth over the past two years which saw LG Ad Solutions’ programmatic spend grow 103% on the Magnite Streaming SSP. 

LG Ad Solutions is leveraging Magnite’s SpringServe ad server to power several new activations, including its webOS all-in-one smart platform. This combination delivers an all-in-one smart platform enabling the delivery of highly tailored ad experiences that align with viewers’ preferences and improve the overall TV experience. This expanded capability within LG’s webOS ecosystem allows advertisers to reach audiences on a global scale through a highly immersive and seamless ad format.

Magnite and LG Ad Solutions are continuing their collaboration and connecting to high-quality demand sources to unlock efficiencies for buyers. Advertisers can now use Magnite’s ClearLine self-service solution to directly access and purchase premium video inventory with full transparency and control. Through ClearLine, they can apply LG’s proprietary first-party data to LG’s supply and will be able to utilize unique ad formats on the LG Home Screen in the first half of next year—marking the first time these formats are available in the programmatic ecosystem. 

“Our partnership with Magnite has been essential in delivering high-quality, seamless ad experiences to our viewers, and this next phase brings even more potential,” said Kelly McMahon, SVP of Global Operations at LG Ad Solutions. “With the deeper integration of Magnite’s ad-serving technology across our CTV footprint, we’re enhancing ad relevance even further and enriching the connection between brands and their audiences.”

“We’re excited to embark on the next phase of our relationship with LG Ad Solutions and build on the great success we’ve achieved to date,” said Mike Laband, SVP of Platform Revenue at Magnite. “The LG team has been supportive of new ideas and testing new technology which is always a huge help when it comes to bringing novel solutions to market. We look forward to continuing to grow the partnership globally and raising the bar for ad-supported video advertising.” 

About Magnite

We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.

About LG Ad Solutions

LG Ad Solutions is a global leader in connected TV and cross-screen advertising, driven by our mission to create meaningful connections between brands and their audiences. With a vast network of award-winning LG Smart TVs worldwide, we offer advertisers and content creators unparalleled scale, reach, and personalized precision on the largest screen in the home.

Media Relations

Kar Yi Lim
klim@magnite.com

Investor Relations
Nick Kormeluk
nkormeluk@magnite.com
949-500-0003 

The holiday season is a critical time for brands, with November and December driving nearly 20% of annual revenue for retailers. Yet standing out has become increasingly challenging as audiences split their attention across multiple devices and platforms while also seeking out more cost-effective purchase options.

Magnite’s partnership with IRIS.TV offers a solution. By leveraging Magnite’s ClearLine platform and IRIS-enabled™ Contextual Segments, brands can seamlessly align their ads with the themes and moods viewers are already engaged with. In a high-stakes season, combining content with context is a powerful way to capture attention, drive relevance, and create lasting brand impact.

How IRIS-enabled™ Contextual Targeting Shines 

IRIS.TV’s expansive data marketplace scans over 50 million videos, leveraging top contextual intelligence providers to create high-quality segments. These IRIS-enabled™ segments deliver real-time targeting, aligning ads with the themes, topics, and sentiments of video content to ensure placements in highly relevant environments.

With IRIS-enabled™ contextual segments, brands can:

• Place ads in highly relevant video environments by targeting viewers based on the themes and emotions of the content they’re watching in real-time.
• Maintain control over brand safety and suitability with precise targeting.
• Scale across premium video inventory with standardized, privacy-compliant data.

Beyond engagement, IRIS-enabled™ targeting offers robust controls to ensure ads appear alongside appropriate content. With privacy top of mind, these segments provide a scalable, privacy-first solution that delivers impact while respecting consumer data.

Carl’s Jr. Cuts Through the Clutter

When Carl’s Jr. set out to stand apart in a high-stakes market, the goal was clear: boost awareness and drive in-store traffic. Partnering with PMG, the brand turned to IRIS-enabled™ targeting to reach connected TV viewers with precision.

The results were striking: a 35% lift in visits, a 152% increase in sales, and a 2.2X return on ad spend (ROAS). Additionally, the campaign drove a 6X increase in brand awareness and a 4X improvement in favorability—proving the value of contextual targeting in delivering measurable outcomes.

For brands looking to break through the seasonal noise, Carl’s Jr. provides a roadmap: relevance and timing are key to winning the holiday season.

As Michael Treon, Head of CTV and Video Strategy at PMG, attested, “IRIS.TV enables us to scale beyond human-centric curation and audience-based targeting alone. The scale and segmentation across FAST inventory not only offer us incremental delivery against our audience and strategy but afford us the ability to message within key environments and alongside relevant content. In addition, it’s delivering results that drive direct business outcomes for our clients.”

Simplifying Holiday Campaigns with More Relevant and Effortless Strategies

Activating IRIS-enabled™ segments through Magnite’s ClearLine platform is as easy as flipping a switch. With pre-defined segments ready to go from data partners, including 4D, Captify, GumGum, Illuma, KERV.ai, Mobian, Pixability, Reticle, Samba TV, Sightly, Silverpush, SpotRunner and more, advertisers can effortlessly match their ads with seasonal interests. This seamless setup allows brands to scale their reach and deliver contextually relevant content, helping their message resonate amidst the holiday bustle. Magnite’s ClearLine platform also offers reporting tools to help you track and refine campaigns, ensuring that each message reaches its full potential.

Why Video-Level Contextual Targeting Is Here to Stay

While holiday campaigns are a prime time for IRIS-enabled™ segments, the benefits go beyond the season. As privacy standards continue to evolve, brands need long-term solutions that are scalable and privacy-safe. By placing ads in relevant real-time environments, Magnite and IRIS.TV offer a strategy that respects consumer data and drives results year-round.

Ultimately, Magnite and IRIS.TV’s collaboration is here to help brands cut through streaming content noise, delivering ad experiences that truly connect. 

Reach out to your Magnite representative today to see how IRIS-enabled™ segments can help you make this season your best yet.

Control Center is Demand Manager’s “App Store” for third-party partners, offering an array of easily configurable solutions to help publishers optimize yield with a toggle of a button.

To simplify the adoption of new identity solutions that enable publishers to protect and improve ad revenue in an evolving environment, Magnite is expanding Demand Manager’s identity capabilities. Publishers using Control Center can seamlessly integrate identity solutions with no extra contracts or development work, making it easier to enhance addressability. Solutions like Yahoo and Epsilon’s hashed email IDs make every impression more valuable through Demand Manager, with increased match rates to drive additional revenue opportunities. We spoke to experts from Yahoo and Epsilon to find out more.

Yahoo ConnectID – An integrated, omnichannel approach to identity

What is ConnectID, and how does it work?

Yahoo ConnectID is Yahoo’s persistent identifier in Yahoo DSP. It underpins advertisers’ ability to reach their high-value audience and measure the effect of their campaigns, as well as for publishers to monetize their audiences effectively amidst signal loss. It relies on deterministic data, based on hashed emails or phone numbers, from consented, direct consumer relationships across Yahoo-owned and operated sites like Yahoo News, Yahoo Sports, and Yahoo Finance, as well as third-party publishers and partners. It’s built on top of Yahoo’s identity graph, and today,  Yahoo reaches 205M logged-in users in the US and 314M globally.

What differentiates Yahoo ConnectID from other identity solutions in the market?

Yahoo ConnectID is built on authenticated, consent-based user data from Yahoo’s direct consumer relationships and trusted third-party partners. Yahoo’s identity solutions are designed with data protection, security, and governance practices. Yahoo ConnectID is part of Yahoo’s integrated approach to identity solutions that solves for addressable and non-addressable advertising environments.

Next-Gen Solutions is Yahoo’s solution for environments without logged-in users. Rooted in machine-learning, it leverages Yahoo’s authenticated Yahoo ConnectID users as a panel audience to make inferences across the campaign lifecycle, from targeting to measurement. This enhances ad relevance while helping advertisers and publishers reach and monetize audiences within identity-limited contexts.

Can you provide any examples of publishers leveraging ConnectID successfully and the tangible benefits they’ve seen?

ConnectID sees, on average, a 40% higher eCPM on impressions. Yahoo DSP also bids 2.2X more frequently when Yahoo ConnectID is available, driving further value. Additionally, based on eMarketer, Yahoo ConnectID ranks 2nd in absorption rate among all identity solutions. Today, more than 55,000 web domains and CTV publishers, including NBCU, Paramount, The Arena Group, Newsweek, and many more, are leveraging Yahoo ConnectID.

How does Yahoo see the future of identity solutions in advertising evolving, and what role will ConnectID play in that landscape?

Due to the explosion of privacy laws across the globe and signal loss beyond third-party cookies—including the risk to IP addresses—Yahoo expects that by the end of 2025, the majority of the supply will be non-addressable. Adopting solutions for non-addressable environments represents a significant opportunity to build a competitive advantage by leveraging non-addressable inventory to achieve incremental reach and cost efficiency. Yahoo’s goal is to continue to evolve our proprietary solutions, Yahoo ConnectID and Next-Gen Solutions, but also adopt industry solutions to offer advertisers a portfolio of options through the Yahoo DSP.

Epsilon PubLink – Privacy-centric identity solution anchored to transactions

What is PubLink, and how does it work?

PubLink is Epsilon’s proprietary identity integration for authenticated traffic. PubLink allows publishers to recognize previously unaddressable visitors by connecting hashed email addresses to Epsilon’s industry-leading identity solution, COREid. Publishers using PubLink can unlock additional earning potential by capturing incremental ad revenue and tapping into greater demand from both Epsilon’s clients and those of our parent company, Publicis Groupe.

What differentiates Epsilon PubLink from other identity solutions in the market?

Epsilon’s name and address-based COREid provides the foundation for PubLink. Reaching over 200M individuals in the U.S., COREid is a person-based solution that resolves all offline and online touchpoints to a single individual – rather than a cookie, device ID, or email address. A Digiday+ Research analysis in 2022 found COREid was the only publisher identity solution evaluated that included all of the potential offline and digital signals in one ID. As a result, publishers rapidly expand addressability and receive incremental gains, even where there is signal loss. That level of addressability provides marketers the confidence that they are reaching the right people effectively across touchpoints.

Can you provide any examples of publishers leveraging PubLink successfully and the tangible benefits they’ve seen?

Publishers that use PubLink see a significant positive impact on their bottom line, which is especially critical as today’s changing ecosystem puts pressure on monetization. Publishers will see the monetization benefits immediately after implementing PubLink because it opens up previously unaddressable inventory. For example, UK-based residential property publisher Zoopla had a 44% lift in Epsilon-purchased impressions in just the first month of running PubLink, and then saw a 30% increase month-over-month after that. On average, publishers will see a 60% revenue increase from Epsilon Digital when using PubLink.

How does Epsilon see the future of identity solutions in advertising evolving, and what role will PubLink play in that landscape?

Epsilon believes alternative identity solutions will help keep the open internet free and accessible as third-party cookies and other signals, such as device IDs and IP addresses, become less reliable. Authenticated identity solutions like PubLink and open source solutions like SharedID provide publishers with the support they need to monetize their inventory and thus keep providing consumers the quality content they want. The internet shouldn’t become just a cluster of walled gardens, and identity solutions help prevent that. That’s why Epsilon is partnering with companies like Magnite to make PubLink easy to adopt – we want publishers to have the solutions they need to keep operating effectively as the landscape changes.

For more information on Control Center, contact the Demand Manager accounts team. If you’re already a user, check out the Magnite Help Center for detailed guidance.

As India’s advertising landscape evolves at lightning speed, staying ahead of the curve has never been more critical. 

Magnite’s eMpower series is focused on big-picture thinking and helping the industry thrive through learning, insights, and collaboration.

These episodes feature leaders from Magnite’s team and our partners reflecting on the pivotal moments of 2024, as well as their predictions for the themes that will shape India’s ad market in the next 12 months. 

Through insightful video interviews, these experts explore topics ranging from the future of Connected TV to the growing influence of data-driven strategies and the huge opportunity live sports streaming offers brands to reach passionate and engaged audiences.

Chandrahas Shetty, Head of Demand India, Magnite

Chandrahas speaks about the rise of the big-screen viewing experience in Indian households and the associated creative ad opportunities for brands across streaming TV.

Akila Jayaraman, Head GTM Strategy & Marketing, JioAds

According to Akila, this is the most exciting time in advertising in India, and she predicts that retail media will have a big impact on the country’s ad market in the coming year.

Prabhvir Sahmey, Senior Director, Samsung Ads

With Connected TV moving into the mainstream in India, Prabhvir Sahmey of Samsung Ads talks about their role as educators to help fuel brand investment into CTV advertising in 2025.

Anooj Shetty, Director, Advanced TV, GroupM

From the huge growth of live sports streaming customized ad solutions for brands and the rich data now available to advertisers, Anooj Shetty of GroupM shares the agency’s view on the key trends to look out for in 2025.

Gavin Buxton, Managing Director, Asia, Magnite

Gavin Buxton shares some of the key areas of focus and excitement across Asia in the year ahead, including opening up live sports to programmatic advertising, scaling publishers’ data and audiences, and helping media buyers find greater efficiencies through SPO strategies.

Pavan Arora, VP Programmatic Revenue & Sales, Hindustan Times 

Pavan Arora of the Hindustan Times shares his reflections and predictions for India’s exciting ad market in 2025.

Stepping into this holiday season feels uniquely nuanced. The usual twinkling lights and festive cheer are coming against shifting consumer sentiment, a compressed shopping window, and economic variables that may reshape how—and when—shoppers hit the stores this year. Retailers and advertisers feel the impact as they navigate a landscape where adaptability is more important than ever. With fewer shopping days and heightened competition, capturing consumer attention is not just about being festive. To unlock campaign success it’s about being strategic, agile, and deeply tuned in to what audiences want and need in this unique moment.

Nuances of 2024 Holiday Season: Politics, Inventory, and Consumer Spending

According to iSpotTV, holiday-themed national TV commercial airings in the US dropped by approximately 43% in October 2024 compared to October 2023. The shortened holiday ads season makes campaign scheduling and budgeting critical to ensure advertisers target the right audiences at peak engagement moments on the right channels. Potentially heightened competition for premium inventory and higher CPMs as marketers play catch-up mean advertisers must be agile. They must recognize these distinct shifts and adjust strategies accordingly to capture consumer attention and dollars.

For instance, the National Retail Federation’s Cyber Five annual survey projected a record 183.4 million people would shop from Thanksgiving Day through Cyber Monday this year. That’s 11% higher than pre-pandemic 2019 but only approximately 1% up on 2023. Early insights from Adobe Analytics show record Black Friday spending online of $10.8 billion in purchases, an increase of more than 10% over a year ago.

Helping Brands Maximize Holiday Campaign ROI

There are a number of ways that publishers – with their supply-side partners – are creating opportunities for brands to boost their ROI during the holidays, and all year round.

Curated Inventory and Contextual Targeting

Publishers offer curated holiday inventory and pre-built packages that help brands tap into highly relevant audiences. By targeting content that aligns with holiday themes, such as gift guides or seasonal events, publishers create natural spaces for brand messaging. Contextual targeting also ensures that ads resonate more deeply, reaching consumers when they are in the right mindset—whether searching for gift ideas or exploring holiday activities.

Omnichannel Campaigns

Maximizing ROI during the holidays means being where your audience is, whether they’re browsing the web, watching gift guides and reviews, listening to podcasts, or watching streaming content. Streamlined access to omnichannel opportunities allows brands to meet their audiences seamlessly across platforms. Check out Magnite’s holiday inventory or take advantage of the Magnite Explorer – a search tool for exploring publishers and the devices, formats, content genres, and buying options they offer.

Engaging Ad Formats

Additionally, interactive and shoppable ad formats bring convenience to consumers, allowing them to directly engage or purchase products without friction, which can significantly improve conversion rates. Buyers should take advantage of the shoppable innovations we’ve seen recently as media owners expand bottom-of-the-funnel opportunities. Examples include Shopsense AI, Brightline, and Kerv.

Balancing Holiday and Non-Holiday Ads

Brands need to balance holiday-themed ads with general messaging. Not every consumer is in a festive shopping mood all the time. If a consumer is actively browsing holiday-related content, a holiday-themed ad is well-placed, but other times, a more neutral or evergreen ad might be more effective. Publishers provide nuanced audience segmentation to ensure brands serve the right type of ad at the right frequency.

Audience Segmentation for Precision Targeting

By using first-party data and behavioral insights, publishers help brands target specific segments—such as early planners, last-minute shoppers, or specific interest groups. Tailoring ads to resonate with each segment enhances relevance and ultimately drives higher engagement and ROI.

For instance, Magnite Audiences leverage first-party data from Magnite’s trusted supply pool to help buyers reach addressable audiences at scale with our DV+ platform. By leveraging AI-powered classification technology, Magnite Audiences makes it easy for buyers to target 500+ segments based on user behavior, like recent searches or purchases. Some of our holiday-relevant Magnite Audiences include “Black Friday,” “Holiday Movies,” “Holiday Decoration,” “Toy Shoppers,” and many more.

Holiday Campaign Strategies and Beyond

Embracing flexibility in ad campaigns will be key this year, with access to omnichannel inventory and precise audience targeting at peak engagement moments across media. Although advertisers need to be prepared for surges in consumer spending, we should never undervalue the power of trust and loyalty that brands can drive from smart, consistent campaign pacing. Marketing is an investment. It builds value over time and will help brands weather different situations by maintaining trust, differentiation, and consumer loyalty.