Magnite acquires Carbon to accelerate publisher audience activation

New York – Independent omnichannel sell-side advertising platform Magnite has announced their acquisition of Carbon, a first-party platform that consolidates revenue and audience analytics to enable publishers management in real-time.

Through the acquisition, the publisher-first audience technology that the Carbon team has built and leveraged with Magnite’s scale and global footprint will create meaningful opportunities for media owners and advertisers to further their reach and enhance the value of their advertising.

In addition, the acquisition accelerates Magnite’s goals of 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 buyout between the two organisations was completed through an asset purchase.

Adam Soroca, chief product officer at Magnite, said, “We believe seller-defined audiences will be a core part of the future of identity and addressability. 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.”

Meanwhile, Pete Danks, CEO and founder at Carbon, commented, “Helping publishers be more profitable by providing them with technology to unlock the opportunities within their data has always been core to our mission. 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.”