Magnite expands audience activation solution to India & Southeast Asia

Magnite, the independent sell-side advertising company, announced the expansion of Magnite Audiences and its debut in India and Southeast Asia.The solution helps publishers maximise audience value while enabling buyers to reach high-value audiences at scale.It is part of the Magnite Access suite.

Its 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. 

“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,” said Dinesh Joshi, Vice President, Product Monetisation & Analytics, NDTV. “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.”

“As a full-service digital marketing agency, we constantly look for new ways of activating audience data at scale,” said Harish Iyer, EVP, Media & Investment, Interactive Avenues (the digital arm of IPG Mediabrands India). “We are confident that Magnite Audiences will play a pivotal role in this journey by helping us curate customised ad inventory that aligns with our clients’ campaign goals. We look forward to leveraging this partnership to drive measurable impact for leading brands.” 

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