SSP Magnite acquires Carbon

David Murphy

Independent omnichannel sell-side advertising platform Magnite has acquired Carbon, a platform that enables publishers to measure, manage and monetise audiences in real-time. Magnite said that as the industry prepares for the deprecation of third party cookies and other third party identifiers, the acquisition will accelerate its seller-first, privacy-focused identity and audience solutions focused around first-party segments, and bolster its product and engineering teams in this critical area.

It said also that 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 and creation for clients and partners including Imgur, Captify, The Arena Group, Narratiive, and Zeotap. 

“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.”