Magnite & Acxiom Join Forces to Streamline Data Activation
Magnite and Acxiom have joined forces to streamline data activation, aiming to reduce costs and enhance ad performance. The partnership, announced on August 21, 2025, marks Magnite's first programmatic role as a sell-side data activation partner for Acxiom.
The integration allows Acxiom clients to purchase pre-filtered inventory via deal IDs, layering audiences on the sell-side. This approach, driven by Magnite's proximity to inventory, improves match rates and reduces signal loss. Martin Wexler, Acxiom's EVP of Partnerships, highlights the precision and performance boost this offers advertisers across streaming and omnichannel media.
Magnite's leading position in CTV supply, with 99% coverage, and overall omnichannel supply coverage of 96%, strengthens the partnership's impact. By activating through Magnite, buyers gain access to advanced sell-side insights, including improved forecasting and match rates. The partnership also enables direct activation of first-party and third-party data through Magnite's platform, enhancing addressable buying capabilities. In streaming TV, Magnite reaches 92 million US ad-supported households, solidifying its dominance in streaming inventory access.
The new activation pathway addresses industry concerns about fee accumulation in programmatic advertising. By reducing intermediary costs, audience segment licensing fees, and technical integration costs, the partnership aims to improve match rates and minimize data degradation. This sell-side activation structure, differing significantly from traditional buy-side approaches, could potentially reshape the programmatic advertising landscape.
