Tag: Magnite

With Google previously stating that they will not deprecate third-party cookies at all, the tech giant has recently stated that it will still keep third-cookies in its Google Chrome system, albeit with promises from Google to enhance tracking protection for consumers. For instance, Chrome’s Incognito mode will continue to block third-party cookies by default, and new features like IP Protection—slated for rollout in Q3 2025—will further enhance private browsing.

Moreover, Google stated that with cookies sticking around for now, Google is reevaluating how its Sandbox APIs can best support the ecosystem.

It is worth noting that this comes as a surprise for everyone in the industry, especially how most of advertisers have already prepared for the eventual sunset of third-party cookies in favour of more privacy-centric alternatives like using first-party cookies.

With Google showing no signs of phasing out third-party cookies anytime soon, what sentiments advertising leaders have with this news? And what are they doing currently in response to this? To answer these questions, MARKETECH APAC recently spoke with industry leaders to learn more whether this news should come as a concern or not for the future of the advertising industry.

Genelle Hung, country manager for SEA at PubMatic

Google’s tracking protections are one step, but the real transformation has already been happening. It’s been driven by tech partners, publishers, and even brands who are building privacy-first solutions. After the first of many announcements regarding the possible deprecation of the cookie, we saw a surge in tools like AI-powered contextual targeting, alternative IDs, and privacy-safe data collaboration, particularly with sell-side targeting. 

And while Google’s privacy sandbox was a key area of exploration and testing across the industry, these broader solutions that emerged aren’t just band-aids. They are the foundation for a more open, innovative and privacy-safe ad ecosystem. PubMatic has invested significantly in these hybrid approaches, ensuring our clients can leverage both emerging technologies and existing infrastructure for maximum impact. These solutions are being developed by the entire industry, not just one company.

The future of privacy will not be defined by one company. We should continue with open collaboration, across the whole industry, to create privacy-safe tools and standards that work for everyone, not just the biggest players. That means making sure new solutions like commerce media data, sell-side curation and targeting, alternative signals are accessible and interoperable. 

Google can play a vital role by championing open standards and transparently engaging with the industry to develop privacy solutions in a truly collaborative spirit. Privacy innovation isn’t about which company is driving the solution, it’s about making sure transparency, fair economics, and real consumer choice is at the centre.

Sally Ng, managing director, North Asia at Quantcast

Google’s moves are necessary and influential, but probably not sufficient on their own to make the entire industry privacy-first. It’s a collective effort — involving regulators, other tech giants, brands, agencies, and ad tech vendors — to truly shift from a data-maximisation mindset to a privacy-by-design model. While the timeline on third-party cookie deprecation remains unclear, I believe the destination remains the same: that is, for the world’s digital ecosystem to become a more privacy-conscious one.

This is a valuable time for marketers, publishers, and technology partners to continue testing, learning, and building solutions that are resilient, respectful of user choice, and capable of delivering performance in a world without third-party cookies. It’s an opportunity to accelerate collaboration across the ecosystem — and ensure that when the transition does happen, it’s done responsibly and sustainably. 

At Quantcast, we’ve been preparing for a cookieless world for years. Our AI-driven approach and real-time audience insights already operate effectively across environments with limited identifiers. Our view is that the shift toward privacy-centric marketing is inevitable, and those who act now will be best positioned to lead in the next era of digital advertising.

Niall Hogan, general manager (JAPAC) at GumGum

Google’s decision to roll back on the phase-out of third-party cookies signals a reluctance to let go of outdated advertising models that may no longer be the best fit for today’s adland. Across JAPAC, we’re seeing rising expectations from consumers for greater transparency, control, and respect in how their data is used. 

Brands that continue relying on surveillance-based tactics risk falling behind – not just in performance, but in consumer trust. By pivoting towards attention-based solutions that enable relevant, respectful engagement without compromising privacy, we can instead focus on building the privacy-first strategies consumers have already been calling for.

Becky Leng, managing director at NP Digital Singapore

Google’s decision – one that is closely timed with the intensifying scrutiny of its antitrust case – certainly appears to be a strategic one. By keeping cookies on the playing field, Google may be trying to show regulators that it’s not limiting competition by giving other players continued access to data, rather than offering only its Privacy Sandbox solutions.

However, this slows the industry’s shift toward more privacy-conscious advertising, and marks a wake-up call for brands to actively work towards avoiding the risk of eroding consumer trust. I believe that now is the moment for brands to future-proof their strategies with a diversified marketing mix: Strengthening first-party data strategies, rethinking measurement, and investing in sustainable channels like content, SEO, and contextual advertising.

But beyond these strategic fixes, it should also be about getting back to the fundamentals of great marketing – being creative, empathetic, and truly understanding your audience. When brands build their messaging around real insights and consumer intent, they create more meaningful, trust-driven connections that don’t depend on invasive signals. After all, privacy-first strategies aren’t just about keeping up with platform shifts, but about building long-term consumer trust

Garrett McGrath, SVP, Product Management at Magnite

This continuation of legacy web addressability in Chrome has given the industry a collective sigh of relief, allowing the open web to continue to flourish while preparing for its next chapter. The digital landscape continues to evolve rapidly due to increasing privacy regulations, massive growth in non-web environments, and acceleration in cross-screen/omnichannel campaigns.

Magnite sees this latest third-party cookie postponement as a welcome admission of the challenges with Privacy Sandbox proposals and a near term boon for the open web. However, this does not change our strategic focus on the importance of first-party signals and ensuring publishers and consumers retain control of addressability, principles Magnite has championed for many years.

We continue to innovate on privacy-centric solutions that deliver value to publishers, advertisers, and consumers alike, maintaining our commitment to contributing to a more sustainable digital ecosystem that respects transparency and user choice.

Geoffroy Martin, CEO at Ogury

Google’s latest shift doesn’t alter the course of history. Identifiers have already vanished from more than half of the open web — and this proportion continues to grow, driven by consumer expectations, regulatory pressure, and platform fragmentation.

At the same time, a significant portion of ID-based signals will remain available. That’s why the real challenge is no longer what happens when IDs disappear, but how to effectively operate and perform across both ID-based and ID-less environments. This is the new media reality, and the winners will be those who embrace this hybrid landscape. 

The key is to build platforms and data models that work across the full spectrum of addressability, leveraging all signals, whether identity is present or not. While relying solely on identifiers limits reach and creates fragile strategies, ignoring IDs entirely means missing the value that still exists in identity-based signals.

The smart approach isn’t about choosing sides — it’s about intelligently integrating both approaches, in a world that will remain mixed.

Terry Hornsby, executive vice president and founder at Mantis 

Google’s decision not to roll out a standalone prompt for third-party cookies in Chrome is significant, but many in the industry have been preparing for multiple scenarios all along. The reality is, advancements in alternative targeting approaches shouldn’t go to waste just because cookies are sticking around longer than expected. The industry has made substantial progress with contextual solutions that can identify interests in specific environments – such as gardening enthusiasts browsing sports content – without necessarily needing to know who the person is. 

This not only supports advertisers in maintaining performance but also empowers publishers to better monetise their content by aligning ad relevance with context rather than identity. In turn, this means a more balanced ecosystem, where advertisers have the opportunity to blend approaches, extending beyond the current environment while still respecting the broader direction toward privacy.

Will Harmer, chief product officer at Utiq

Google’s latest move to delay the demise of third-party cookies is not a product decision – it’s deliberate procrastination. Just weeks after the U.S. Department of Justice formally labelled the company a monopolist in digital advertising, we are now expected to believe that yet another “pause” in cookie deprecation is in the name of user privacy? 

Let’s be clear: this is not a pivot. It’s a stall – a regulatory negotiation disguised as a product roadmap update. The timing is no coincidence. And the consequences are clear. Every time the industry waits, Google wins.

The industry has spent the last five years acknowledging – and preparing for – the end of third-party cookies. Why? Because they don’t work. They leak data. They slow the web. They offer poor match rates. And they leave publishers blind to who’s accessing their audiences.

Holding onto this outdated technology does not solve the privacy challenge – it extends it. Third-party cookies are a relic of a time before user consent was mandatory, before data governance mattered, and before regulators began enforcing real accountability. We cannot build a privacy-first future on yesterday’s infrastructure.

Publishers, advertisers, and tech providers now face a critical decision. Stay shackled to a monopolist whose every move is under regulatory fire – or choose independence through new models of identity and trust.

Brands already see what’s coming, with the smart ones clearly prioritising privacy-compliant identity partners. This is not a fringe movement. This is the future of digital marketing. Google’s indecision changes nothing – except the urgency with which we must act. Now is not the time to wait and see. Now is the time to commit. The industry doesn’t need more delays. It needs leadership. Let’s move forward. Together – without Google and without third-party cookies.

***

Despite Google’s plans to keep third-party cookies in Chrome after all, advertisers are increasingly unfazed. The industry has already begun pivoting toward more privacy-centric strategies, driven by evolving consumer expectations, regulatory pressures, and the growing adoption of alternative identifiers and first-party data solutions. This shift underscores a broader recognition that the future of digital advertising lies in building trust and transparency, not clinging to legacy technologies. Advertisers should see Google’s postponement not as a reason to pause, but as further validation that proactive, privacy-forward innovation is the path forward—and the time to act is now.

Singapore – Magnite has announced it has strengthened its partnership with Samsung Ads to power programmatic advertising on Samsung TV Plus inventory in Singapore, the Philippines and Thailand for the first time. 

Through this expanded partnership, advertisers now have programmatic access to premium video inventory on Samsung’s free ad-supported streaming TV (FAST) service, Samsung TV Plus, which went live across the Southeast Asia region late last year.

Samsung TV Plus is currently available on millions of Samsung Smart TVs across Singapore, the Philippines, and Thailand. The built-in streaming service delivers free, instant access to a wide range of live TV channels spanning entertainment, news, movies and more. 

Fan-favourites including MythBusters, Survivor, Deal or No Deal and Red Bull TV are some of the first channels to arrive on the new platform, with more global and local channels launching in early 2025. Through this new partnership, advertisers will be able to programmatically access Samsung TV Plus’ premium, and growing, in-stream inventory for the first time.

Gavin Buxton, managing director for Asia at Magnite, said, “The powerful combination of Smart TV adoption and increased consumption of ad-supported streaming content in Southeast Asia represents a significant market opportunity. Samsung is uniquely positioned to capitalise upon this transformation, and we are excited to expand our relationship with them. We look forward to working with Samsung to drive results as they leverage our leading streaming technology to help streamline programmatic activation of premium inventory on Samsung TV Plus.”

Meanwhile, Alex Spurzem, managing director at Samsung Ads Southeast Asia and Oceania (SEAO), commented, “Launching our FAST service, as well as native and in-stream ads, in just 12 months reflects the huge opportunity we see in the region. Seven in ten TV viewers already watch ad-supported streaming content and our FAST service gives advertisers a new way to reach this audience. As we scale Samsung TV Plus, Magnite will play a pivotal role by making it programmatically available to brands and agencies across multiple Southeast Asia countries.”

Singapore – Magnite has announced the expansion of its Magnite Audiences solution by making 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. 

Moreover, they also offer significant reach from a trusted pool of standardised data originating from first party sources without compromising quality.

Gavin Buxton, managing director for Asia at Magnite, said, “Amid the changing identity landscape, buyers and publishers need to explore different models and approaches to solve for audience addressability. 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.”

Meanwhile, Dinesh Joshi, vice president for product monetisation and analytics at NDTV, commented, “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. 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.”

Lastly, Harish Iyer, EVP for media & investment at Interactive Avenues, stated, “As a full-service digital marketing agency, we constantly look for new ways of activating audience data at scale. 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.”

New York, USA – Global independent sell-side advertising company and LG Ad Solutions have 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 significantly on the Magnite Streaming SSP.

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. 

Moreover, 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.

Mike Laband, SVP of platform revenue at Magnite, said, “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. 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.” 

Meanwhile, Kelly McMahon, SVP of global operations at LG Ad Solutions, commented, “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. 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.”

Singapore – Magnite has announced that Asian streaming service WeTV has selected Magnite’s adtech stack to enhance monetisation of its video inventory. With this, WeTV will leverage the BidLink solution within Magnite’s SpringServe ad server to scale programmatically, while the Magnite Streaming and DV+ SSPs will help WeTV earn the full value of their inventory. 

Using SpringServe’s BidLink will help WeTV intelligently integrate programmatic demand into their ad stack, and enable competition between traditional-direct and programmatic campaigns across multiple integrated SSPs. This helps boost yield and increase revenue by monetising opportunities that might have otherwise gone unfilled.

Magnite’s SpringServe ad server helps create operational efficiencies and improve monetisation opportunities for media owners like WeTV, while offering tools that allow audiences to enjoy the best possible viewing experience.

Having launched in Southeast Asia in 2019, WeTV delivers premium Chinese dramas, variety shows, anime, as well as original and local content across the region and continues to grow exponentially year over year as streaming becomes a mainstay in consumer budgets. 

Mary Yeo, head of commercial at WeTV, said, “As WeTV grows in popularity, we’re committed to meeting our audiences’ growing demand for diverse, high quality shows and bringing them a premium entertainment experience. This mission requires a forward-thinking partner who can provide the technology and strategic guidance we need to be successful, and we look forward to leveraging Magnite’s expertise to provide the technology and strategic support to turn this vision into reality.”

Meanwhile, Gavin Buxton, managing director for Asia at Magnite, commented, “We’re excited to be supporting one of Southeast Asia’s largest video streaming platforms in their quest to scale programmatically while preserving the experience for viewers. BidLink helps media owners level up their programmatic capabilities and increase revenue potential. Combined with the power of Magnite’s SSPs, we’re confident in the opportunities this partnership will unlock.” 

India – Majority, or 86% of surveyed viewers in India, believe ads on streaming TV platforms boost a brand’s credibility, while 88% say they trust the brands advertised on these platforms, a report by Magnite revealed. 

The report reveals that streaming TV’s premium environment enhances brand credibility and trust, fostering consumer loyalty. This combination of trust and credibility significantly increases the likelihood of consumers making future purchases.

Magnite’s report also highlights that ads on streaming TV are notably more memorable for viewers. Compared to video-sharing platforms (VSPs), streaming TV achieves higher ad recall, with an 11% increase in unaided recall when an ad is shown multiple times.

This ad recall significantly impacts purchasing decisions, with 32% of streaming TV viewers in India stating they often buy a product after seeing it advertised.

Moreover, the report reveals that the premium nature of streaming TV drives positive brand outcomes. While 100% of streaming TV content is premium, nearly all (92%) of VSP viewers spend most of their time on non-premium content. Premium content fosters focused, intentional viewing, resulting in a highly engaged audience—86% of whom pay attention to ads in this environment.

“The combination of increased internet access coupled with smart TV adoption is powering the rapid growth of India’s streaming TV audience,” said Gavin Buxton, managing director for Asia at Magnite. 

“Our latest research highlights that advertising in streaming’s premium environment yields significantly better results than other digital formats. As streaming TV viewers in India increasingly opt for ad-supported content, advertisers who focus on integrating streaming into their media strategies have a unique chance to reach highly attentive audiences in a premium environment,” Buxton added. 

Prabhvir Sahmey, senior director of ad sales for India at Samsung Ads, also shared, “As the Indian market continues to embrace ad-supported streaming, Magnite’s research findings demonstrate that advertising on streaming platforms drives powerful results compared to other digital channels.”

“Amid the shift in consumer viewing habits, advertisers have valuable opportunities to plan their campaigns around premium streaming TV inventory. Streaming platforms that can consistently deliver an exceptional user experience, along with compelling content that meets the standards viewers have come to expect, will be able to retain subscribers and stand out in a crowded landscape,” Sahmey further explained. 

New York, USA – Magnite and Disney have announced a two-year deal extension. As the relationship grows into its sixth year, Magnite continues to be Disney’s preferred supply-side technology partner. Disney leverages Magnite’s technology to monetise its ad-supported inventory across the company’s entire portfolio. Magnite facilitates transactions for all more than 30 DSPs that Disney works with.

With the expanded relationship, Disney will also leverage Magnite to, execute one-to-one deals with key buyers through Magnite’s ClearLine offering; monetise College Football games on live streams on ESPN; support LATAM expansion in Brazil, Chile, Colombia, Mexico, Peru, and Argentina; and offer podcast inventory via PMPs, including ESPN and ABC News podcasts.

Sean Buckley, chief revenue officer at Magnite, said, “We appreciate Disney’s confidence in our long-standing relationship and look forward to working with their team to deliver exceptional advertising experiences across every consumer touchpoint.”

He added, “In addition to our role in enabling Disney’s programmatic transactions, we’re actively innovating in new areas like live streaming to bring added value to our partnership.”

Meanwhile, Jamie Power, SVP of addressable sales at Disney, commented, “Disney is committed to driving automation and executional ease for our clients. With all our streaming inventory available programmatically, Magnite remains a key technology partner supporting Disney’s advertising business.”

He added, “Magnite plays a critical role in allowing buyers to access Disney’s inventory by connecting to more than 30 demand-side platforms in the US and starting to expand globally. In this rapidly evolving marketplace, Magnite consistently scales its capabilities to meet client needs, helping us stay ahead of emerging market trends.”

Singapore – Yahoo has extended the availability of Yahoo Identity Solutions through its launch partners’ publisher tools, allowing access to more publishers. 

The identity solutions can be accessed through Yahoo’s launch partners Amazon Publisher Services, InMobi Advertising, Magnite, and PubMatic. The update helps publishers increase revenue by increasing their audience without using third-party cookies. 

Through adopting Yahoo Identity Solutions, publishers can easily monetise their ads for logged-in and non-logged-in audiences, allowing for optimal results. It also allows publishers to easily use Yahoo ConnectID on their platforms to help them in a cookieless environment.

Advertisers can also benefit from improved audience targeting by reaching more publishers who can ensure efficient and effective ad campaigns. 

The update builds on Yahoo’s momentum on the identity solutions suite. Recently, the company launched Yahoo Identity Solutions on connected TV to help advertisers target and measure performance.

Chandra Cirulnick, vice president of global supply partnerships at Yahoo, said, “As we continue to extend Yahoo Identity Solutions, we are building on our momentum to shape the future of identity in advertising, ensuring publishers can monetise their audiences more effectively in an identity-constrained world.”

“This expansion demonstrates our commitment to future-proofing our clients’ businesses as they adapt to the evolving digital landscape through robust identity solutions that drive performance and respect user privacy,” Cirulnick added.

“We are excited to launch Yahoo ConnectID in APS Connections Marketplace, making it easier for our publisher customers to implement it on their inventory. With ConnectID, APS publishers can optimise their supply-side signals to better engage demand via Amazon’s Transparent Ad Marketplace monetisation path,” Scott Siegler, director of Amazon Publisher Services, said. 

“InMobi is thrilled to be the first platform focused on ad monetisation for mobile app developers to integrate with the Yahoo ConnectID, providing advertisers who leverage the Yahoo DSP a clearer path to addressable inventory in a privacy-first world. This partnership underscores our commitment to continuous adaptation of the InMobi Exchange to the evolving privacy landscape and to supporting publisher choice concerning the alternative identity solutions they support,” Todd Rose, senior vice president of global business development and partnerships at InMobi Advertising, commented.

Kristen Williams, senior vice president of strategic partnerships at Magnite, said, “In line with our efforts to provide publishers and buyers with high-quality options to activate addressable advertising across every format in the ever-evolving identity landscape, we are excited to be among the first to integrate with Yahoo Identity Solutions. The breadth of Yahoo’s deterministic data is a powerful asset that can enhance the value of premium content while delivering better results for advertisers.”

“We aim to simplify identity management for publishers using Identity Hub, which in turn helps buyers more effectively recognise and reach their desired target audiences. The Yahoo Identity Solutions provide privacy-safe, authenticated user data that will further empower our publisher clients to drive monetisation in cookie-less environments and connect seamlessly with buyers. Our publishers can now easily incorporate Yahoo ConnectID within their existing alternative identity strategy and leverage our testing and reporting capabilities to understand what will drive success for their business,” Howard Luks, vice president of audience at PubMatic, said.

Singapore – Magnite, an online advertising technology firm, has unveiled its new automated wrapper management feature within Demand Manager, designed to significantly boost revenue and operational efficiency for publishers.

Demand Manager, powered by Prebid technology, provides publishers with advanced yield management tools, insights, and data connections tailored to their business goals. Its machine learning capabilities optimise Prebid Wrapper settings for each impression, potentially improving billions of configurations to boost performance.

Sunil Gupta, vice president of product management at Magnite, said, “This industry-first feature set supercharges Demand Manager so publishers can unlock the full power of Prebid and vastly improve their monetisation abilities without additional development and resource costs.” 

“Today our dynamic wrapper settings can provide optimal prebid timeout configurations, and we have additional optimisations coming soon, including optimal bidding orders and intelligent price floor guidance. Machine learning and automation play an important role in the future of yield optimisation, and Magnite is bringing these approaches to prebid management,” Gupta continued. 

The new automation feature follows significant growth for Demand Manager, which saw a 30% year-over-year increase in spend from 2023 to 2024. Major publishers like Buzzfeed and Disney, along with 13 of the top 50 Comscore-ranked publishers, rely on Demand Manager to manage and monetise their Prebid inventory. 

Meanwhile, Alex Mason, vice president of programmatic sales, yield, and strategy at Ranker, said, “Demand Manager’s Automated Wrapper Management tool provides us peace of mind knowing it leverages extensive historical data to adjust our prebid settings on an ad request basis.” 

“In addition to Demand Manager’s best-in-class A/B testing suite, the new feature takes the guesswork out of determining the optimal configurations. Automated wrapper management maximizes revenue from Prebid while saving us time and resources by reducing the need for testing. Initial results show a 5% increase in ad request CPM on one of our properties, and we expect this to increase once more settings are able to be optimised this summer,” he added. 

Brijesh Chandila, lead for digital and programmatic revenue at Times Internet, also commented, “Having worked with Magnite for 6 years, we’ve been consistently impressed with the impact Demand Manager has had on our bottom line. The introduction of new automated features takes Demand Manager to the next level, enabling us to make decisions with even greater speed and efficiency. We look forward to the enhanced revenue-driving results that these advancements will bring.” 

Nabil Shidqi, senior partnership account manager at Detik, added, “Optimising Prebid settings manually can be a difficult and time-consuming task. We welcome the introduction of automated wrapper management within Demand Manager because we’ll be able to identify the most optimal settings and make more informed choices with minimal time and effort. This feature makes Demand Manager even more of a powerful revenue-driving tool for us.” 

Kuala Lumpur, Malaysia – Global sell-side advertising company Magnite hhas announced that REV Media Group has selected their full product suite to help streamline their programmatic capabilities across display and video. 

Through the partnership, SpringServe will be the primary ad server connected to its video inventory, including Tonton and its news portals, helping to deliver a great user experience across the platform, while the Magnite Streaming and Magnite DV+ SSPs will help monetise display and video inventory programmatically. 

By leveraging Magnite’s full product suite, this will help REV Media Group maintain a high quality user experience on their Tonton platforms, enable them to more effectively monetise their inventory, and grow programmatic activation through unified demand. Moreover, SpringServe’s ad podding capabilities together with robust creative controls help ensure high quality and relevant ad delivery, preserving a premium experience for the user.

Nicholas Sagau, COO at REV Media Group, said, “Our inventory on Tonton has grown considerably since its launch. With the rise of short-form video content for news consumption on our news portal, it’s imperative that we align ourselves with partners who can support us in monetising it effectively. We’ve been impressed by what Magnite has been able to deliver for us so far, particularly in a live environment, and look forward to what we can accomplish together as Tonton continues to scale.”

Meanwhile, Leon Siotis, senior vice president for SpringServe International at Magnite, commented, “With viewers increasingly turning to ad-supported streaming as their primary way to watch television, it’s important for publishers to have all the tools they need to effectively monetise their content. REV Media Group is in an important phase of growth and we’re looking forward to helping support this with the right tools and technology.”