Magnite Pioneers Programmatic Sell-Side Data Activation with Acxiom Integration
Magnite, a leading software engineering and programmatic ad platform, has made waves by integrating with Acxiom, a global data and technology company. This marks the first time Acxiom's data is activated programmatically on the sell-side, with Magnite as the pioneer. The integration, announced on August 21, 2025, promises improved targeting and reduced costs for advertisers.
The new integration simplifies data activation by reducing technical steps between data application and ad serving. This streamlined approach, unlike traditional buy-side methods, can enhance match rates and minimise data degradation. For streaming publishers, this means better yield opportunities due to improved advertiser targeting capabilities.
Martin Wexler, Acxiom's EVP Partnerships, praised Magnite's proximity to inventory, stating it drives improved match rates and reduces signal loss. This enables advertisers to activate with precision and boost performance across streaming and omnichannel media. The partnership also allows advertisers to activate first-party and Acxiom's third-party data directly through Magnite's platform, enhancing addressable buying capabilities.
Initial tests show this new pathway can reduce costs and eliminate unnecessary fees, maximising ad spend on working media. Additionally, buyers gain access to greater sell-side insights, including advanced forecasting and increased match rates due to Magnite's direct publisher relationships.
With this integration, Magnite maintains its extensive supply coverage, reaching 92 million US ad-supported streaming television households. Acxiom clients can now purchase Acxiom pre-filtered inventory through their demand-side platform, layering audiences on the sell-side via deal IDs. This industry-first match is set to transform data activation in programmatic advertising, benefiting both advertisers and publishers.
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