Magnite has been chosen to power the GroupM Premium Marketplace in North America, and named as a global preferred technology partner.
GroupM will consolidate its programmatic media buying across omnichannel environments including CTV, digital video, and display within the independent sell-side advertising platform in the US and Canada.
The media investment company will leverage Magnite on a preferred basis globally across APAC, EMEA and LATAM.
Andrew Meaden, global head of investment at GroupM said: “Magnite has been a trusted technology provider for a number of years, and we are excited to officially leverage them as our primary exchange in the US and on a preferred basis globally to enhance our collective buying power.”
“Consolidating our media investments within a central platform is a huge benefit to our global organisation.
“Magnite’s strong relationships with top tier media owners and advanced technology across a range of screens and formats are two top reasons, among many others, that we are making this move,” he added.
With technology at the heart of this preferred relationship, Magnite and GroupM will collaborate closely to simplify and optimise various aspects of advertising. As brands shift towards audience-based buying strategies, data enablement solutions will be an area of focus, as will measurement and forecasting.
Magnite’s award-winning CTV platform, which features a real-time data and analytics dashboard, gives buyers like GroupM live campaign performance updates.
Leading publishers including Disney and Samsung utilise Magnite to manage and monetise their inventory. Additionally, GroupM will leverage the SpringServe ad server as the frontend for the GroupM Premium Marketplace.
Sean Buckley, chief revenue officer, CTV at Magnite, said: “This partnership is indicative of how modern agencies are transforming media planning and execution, with GroupM leading the way on innovation.”
“We are excited to roll up our sleeves and collaborate with the GroupM team to make advertising more efficient and effective. This is another major milestone in streamlining the workflow between the buy and sell-side, while continuing to scale digital media investment for the independent internet,” he added.