Magnite Integrates Snowflake’s Media Data Cloud to Enhance Secure Data Activation for Agencies, Advertisers and Media Owners Across Magnite’s Streaming Supply
27 Settembre 2023 - 2:00PM
Magnite (NASDAQ: MGNI), the world’s largest independent sell-side
advertising company, announced that it has partnered with
Snowflake, the Data Cloud company. Snowflake will be enabled within
Magnite Access, the company’s suite of audience and identity tools
that empowers publishers and buyers to manage, create, and transact
audience segments in a variety of ways.
Through this collaboration, agencies, advertisers, and media
owners can leverage data according to their business needs across
Magnite’s extensive streaming supply, which spans 80+ million CTV
households in the US and accounts for 90% of ad-supported CTV
viewers in the country. Mutual agency clients including GALE,
GroupM and Omnicom Media Group will leverage this integration.
Snowflake’s Media Data Cloud enables thousands of organizations
to explore, share, and unlock the true value of their data. Clients
use Snowflake to unite siloed data, discover and securely share
data, and execute diverse analytic workloads. Wherever data or
users live, Snowflake delivers a single data experience that spans
multiple clouds and geographies.
“Snowflake occupies a unique position in the marketplace in that
we’re equipped to enable data connectivity in a transparent,
privacy-preserving manner,” said Bill Stratton, Global Head, Media,
Entertainment & Advertising at Snowflake. “Our partnership with
Magnite will allow us to provide scaled activation for advertisers
and agencies, ensuring they’re able to drive consistent results
despite the upcoming changes to the addressability landscape.”
“Although the audience-based transaction model continues to be
presented with challenges, buyers and sellers still desire to
leverage first and third party data to make the most of their
high-value assets,” said Kristen Williams, SVP of Strategic
Partnerships at Magnite. “We look forward to being able to deliver
value for our clients with the combination of our best-in-class
technology and access to premium supply combined with Snowflake’s
powerful and secure data offering.”
“In today’s landscape where client first-party data activation
is a core strategic element across all channels, Omni's integration
with Magnite via Snowflake provides our OMG advertisers a direct
and secure path to audience activation,” said Josh Farbman, US Head
of Activation at Annalect. “This enables them to focus investment
towards the most relevant consumers, while also benefiting from the
cost and performance efficiencies that direct integrations with the
supply-side offer.”
"The true value of data is realized by how well you can activate
against it," said Evan Hanlon, Global CEO of Choreograph. "This
partnership will not only enhance the value of GroupM Premium
Marketplace by connecting our data directly to supply, it will
further extend the advantages of best-in-class campaign activation
to GroupM clients by bringing insights and investment closer
together than ever before.”
About MagniteWe’re Magnite (NASDAQ: MGNI), the
world’s largest independent sell-side advertising company.
Publishers use our technology to monetize their content across all
screens and formats including CTV, online video, display, and
audio. The world's leading agencies and brands trust our platform
to access brand-safe, high-quality ad inventory and execute
billions of advertising transactions each month. Anchored in
bustling New York City, sunny Los Angeles, mile high Denver,
historic London, colorful Singapore, and down under in Sydney,
Magnite has offices across North America, EMEA, LATAM, and
APAC.
Media Contact:Kar Yi
Limklim@magnite.com
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