Magnite Can make $1.2 Billion Ad Tech Acquisition

Magnite Inc. President and CEO Michael Barrett

Magnite Inc., a Playa Vista-based advertising technological innovation business, has announced strategies to receive video advertising platform SpotX from European media organization RTL Group for $1.17 billion in cash and inventory. 

The acquisition, announced Feb. 5, is composed of $560 million in hard cash and 14 million shares of Magnite inventory, according to the firms.
 
Magnite operates a provide-aspect marketing system, that means that it allows internet websites, cell apps and related Television, or CTV, channels offer marketing place on their content material. The business is a relatively new entity made last year in a merger among Playa Vista-dependent advertising technological know-how enterprise Rubicon Challenge Inc. and New York-primarily based Telaria Inc.
 
According to Magnite, its most recent purchase will generate “the greatest unbiased CTV and video promotion system in the programmatic marketplace.” Programmatic marketing is the automatic shopping for and selling of advertising and marketing on electronic platforms. It works by using personal computer algorithms to price and auction advertising space centered on things this sort of as viewership.
 
The SpotX buy is portion of a force by Magnite to strengthen its placement in the CTV promoting market. That phase has been a vibrant place in the marketing sector around the final yr, remaining solid all over Covid lockdowns as other promotion budgets have dwindled.
 
“Sellers have been wanting for a scaled unbiased substitute to the big firms who dominate the CTV marketplace,” Magnite President and Main Executive Michael Barrett claimed in a assertion.
 
“The blend of Magnite and SpotX will make this a reality by bringing collectively the very best CTV technologies and teams at a significant time,” Barrett reported. “Ad-supported CTV is just beginning to draw budgets from linear Television set and we will be effectively-positioned to participate in the strongest section of market growth for the foreseeable foreseeable future.”
 
Mike Shehan, co-founder and main govt of SpotX included, ““As CTV flourishes and the media industry continues to switch to programmatic, there is a huge option for an independent scaled firm to present the single most detailed know-how in the current market.”
 
Magnite’s stock shut up a lot more than 26% to $54.95 on the working day of the announcement.

For reprint and licensing requests for this article, Click Here.