Magnite launches audience activation solution

Magnite has introduced its audience activation solution, Magnite Audiences, for the Indian and Southeast Asian markets. Part of Magnite’s Access suite, the software tool aims to help publishers monetise their first-party audience data. It will also offer buyers a standardised audience segment for ad targeting.

Stating that the tool can help his organisation leverage the vast data available, help advertisers with precise targeting, and also enhance user experience, Dinesh Joshi, Vice President, Product Monetisation & Analytics, NDTV, said, “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.”

Harish Iyer, EVP - media and investment, Interactive Avenues, said, “As a full-service digital marketing agency, we constantly look for new ways of activating audience data at scale.” Interactive Avenues is the digital arm of IPG Mediabrands India. “Magnite Audiences will help us curate customised ad inventory that aligns with our clients' campaign goals to drive measurable impact,” Iyer added.

Magnite Audiences employs first-party data to make segments based on categories including interest, purchase intent, or demographics. This helps customers enable targeted campaigns without infringing upon the users' data privacy. Magnite Audiences also aims to assist publishers to extract maximum value out of their data and provide advertisers with a scalable inventory.

Highlighting the role of Magnite Audiences in navigating the evolving identity landscape, Gavin Buxton, managing director, 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 Audiences allows them to package, find, and reach audiences in new ways."