MUMBAI: It’s hoping to get a large enough agency side audience in India. Independent sell-side advertising company Magnite announced the expansion of Magnite Audiences and its debut in India and southeast Asia. The solution empowers publishers to unlock the full value of their audiences, while helping buyers connect with high value audiences at scale. Magnite Audiences sits within the Magnite Access suite, a collection of audience and addressability tools purpose-built for publishers and buyers to maximise the value of their data assets.
Magnite Audiences’ 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. They offer significant reach from a trusted pool of standardised data originating from first party sources without compromising quality.
“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 NDTV vice-president product monetisation & analytics Dinesh Joshi. “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 Interactive Avenues (the digital arm of IPG Mediabrands India) EVP, media & investment Harish Iyer. “We are confident that Magnite Audiences will play a pivotal role in this journey by helping us curate customized 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 Magnite Asia managing director Gavin Buxton. “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.”
