Magnite Inc (MGNI, Financial), the largest independent sell-side advertising company, announced on April 9, 2025, an expanded global partnership with Samsung Ads, the advertising division of Samsung Electronics. This collaboration aims to enhance audience addressability in streaming by utilizing Magnite Access to manage behavioral audience data more effectively. The partnership has already resulted in double-digit revenue growth for Samsung Ads on the Magnite Streaming SSP from 2023 to 2024, and it continues to drive higher CPMs and revenue through targeted impressions.
Positive Aspects
- Magnite Access enhances audience targeting and data management for Samsung Ads.
- Double-digit revenue growth achieved through the partnership from 2023 to 2024.
- Samsung TV Plus expands its reach with 88 million monthly active users and new launches in Singapore, the Philippines, and Thailand.
- Improved programmatic monetization and reduced timeouts through collaboration.
Negative Aspects
- Potential challenges in maintaining the rapid growth and expansion pace.
- Dependence on user consent for data collection could pose privacy concerns.
Financial Analyst Perspective
From a financial standpoint, the expanded partnership between Magnite Inc and Samsung Ads is a strategic move that capitalizes on the growing demand for ad-supported streaming services. The double-digit revenue growth indicates a successful collaboration, and the use of Magnite Access to enhance data monetization could lead to increased profitability. However, the company must continue to innovate and address potential privacy concerns to sustain this growth trajectory.
Market Research Analyst Perspective
In the context of market trends, the partnership between Magnite Inc and Samsung Ads reflects the increasing importance of data-driven advertising in the streaming industry. With Samsung TV Plus's significant user base and expansion into new markets, there is a substantial opportunity for advertisers to reach a diverse audience. The collaboration's focus on improving programmatic capabilities and audience targeting aligns with the industry's shift towards more personalized and effective advertising solutions.
Frequently Asked Questions
What is the main goal of the partnership between Magnite Inc and Samsung Ads?
The main goal is to enhance audience addressability in streaming by leveraging Magnite Access for better data management and targeted advertising.
What growth has Samsung Ads experienced through this partnership?
Samsung Ads has achieved double-digit revenue growth on the Magnite Streaming SSP from 2023 to 2024.
How many monthly active users does Samsung TV Plus have?
Samsung TV Plus has 88 million monthly active users.
What new markets has Samsung TV Plus recently launched in?
Samsung TV Plus has recently launched in Singapore, the Philippines, and Thailand.
Read the original press release here.
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