How Our Acquisition of Carbon will Help Sellers Unlock the Value of Audience

Today we announced the acquisition of Carbon, a company with unique tools and expertise to help publishers drive revenue with their first-party audience data. Like the recent addition of the Nth Party team, this acquisition is part of our efforts to grow Magnite’s audience and identity capabilities and accelerate their integration across our omnichannel offerings.

As the third-party cookie inches toward deprecation, audience creation is moving from the buy-side to the sell-side, which directly owns the relationship with consumers. Though this shift is new for many publishers, seller first-party data has long been integral to addressability in CTV/OTT. While we will continue to support industry IDs such as UID 2.0, a range of identity signals must be used to make as much inventory addressable as possible. With Carbon’s help, we aim to provide sellers with everything they need to make the most of their audiences across every channel.

Founded in the United Kingdom in 2018, Carbon has built an impressive suite of tools to help data partners and clients such as Imgur, Captify, The Arena Group (parent of Sports Illustrated and TheStreet), Narratiive, and Zeotap unlock the complex relationship between audience, content and monetization. The Carbon team brings deep domain expertise in audience creation, first-party data management and yield optimization.

The acquisition of Carbon and Nth Party will accelerate our ability to bring audience creation tools and our audience marketplace to the world’s largest publishers and advertisers. Magnite’s extensive relationships with these companies puts us in a unique position to help sellers enrich their inventory through user understanding and context, transition seamlessly to a post-cookie world, and do it all in a privacy-centric way. 

Though we’re just starting to bring Carbon into the fold, we couldn’t be more excited about what this will mean to our clients, our team, and the advertising ecosystem as a whole.

Welcome, team Carbon!