Magnite Acquires Carbon to Accelerate Publisher Audience Activation

Team to contribute to audience and identity tools across CTV, mobile and display

Magnite, the world’s largest independent omnichannel sell-side advertising platform, today announced the acquisition of Carbon, a platform that enables publishers to measure, manage and monetize audiences in real-time. As the industry prepares for the deprecation of third party cookies and other third party identifiers, the acquisition accelerates Magnite’s seller-first, privacy-focused identity and audience solutions focused around first-party segments and bolsters the Product and Engineering teams in this critical area. The acquisition was completed through an asset purchase and financial terms were not disclosed.

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“We believe seller-defined audiences will be a core part of the future of identity and addressability,” said Adam Soroca, Chief Product Officer at Magnite. “CTV sellers have valuable viewer data that makes them well-positioned to create unique first-party data and we expect their demands around addressability to become more pronounced. As it relates to the open web, the likely deprecation of the third-party cookie means publisher-centric identity solutions are foundational to the future of advertising.”

Combining the publisher-first audience technology that the Carbon team has built with Magnite’s scale and global footprint will create meaningful opportunities for media owners and advertisers to find audiences and enhance the value of their advertising. Since the company’s inception in the United Kingdom in 2018, the Carbon team has been focused on audience management & creation for key clients and partners such as Imgur, Captify, The Arena Group (parent of Sports Illustrated and TheStreet) , Narratiive, and Zeotap.

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“Helping publishers be more profitable by providing them with technology to unlock the opportunities within their data has always been core to our mission,” said Pete Danks, CEO & Founder at Carbon. “We’re excited to further this goal as Magnite and continue to work with publishers to lay the groundwork for a new audience-based advertising paradigm built on sell-side data.”

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