Magnite is a leading independent sell-side advertising company, meaning it helps publishers and media owners sell their advertising space. Unlike some competitors, Magnite does not compete with its clients, ensuring a transparent and collaborative relationship. The company serves a diverse range of clients, including sellers, publishers, buyers, and brands. Magnite operates in the digital advertising market, focusing on programmatic advertising, which automates the buying and selling of ads using technology.

Magnite's business model revolves around providing advanced technology and services to help clients maximize their advertising revenue. For sellers and publishers, Magnite offers tools and expertise to optimize their ad inventory, ensuring they get the best possible prices. For buyers and brands, Magnite provides access to a global scale of ad inventory, advanced brand protection, and fraud prevention technologies. This helps advertisers reach their desired audiences more effectively and efficiently.

Magnite makes money by taking a percentage of the ad revenue generated through its platform. This is a common practice in the advertising industry, where the platform provider earns a commission for facilitating the transaction between buyers and sellers. Additionally, Magnite offers premium services and features, such as Private Marketplaces (PMP), Programmatic Guaranteed (PG), and Auction Packages, which provide clients with more control and customization options for their ad campaigns.

The company was formed in 2020 through the merger of Rubicon Project and Telaria, combining expertise in programmatic advertising and Connected TV (CTV). Magnite further expanded its capabilities by acquiring SpotX and SpringServe in 2021, solidifying its position as the largest independent CTV video ad platform. Magnite is also a co-founder of Prebid.org, an organization that promotes open-source solutions for programmatic advertising.

Keywords: programmatic advertising, sell-side platform, ad inventory, digital advertising, Connected TV, brand protection, fraud prevention, Private Marketplaces, yield optimization, global scale.