Magnite, the largest independent sell-side advertising firm, and the Digital News Publishers Association (DNPA), that represents 22 of India's leading news media publishers, on Wednesday announced that several DNPA members have adopted Magnite Access.
With this, DNPA publishers can now leverage Magnite's self-service tool for discovering and activating first-and third-party audience segments to streamline access to premium inventory and audience data.
DNPA's member publishers are also empowered to implement a shared data infrastructure that will allow them to create and deploy high-value audience segments across their premium inventory. This unified ecosystem supports private marketplace (PMP) and programmatic guaranteed (PG) deals, which can help deliver enhanced value to both publishers and advertisers. It also unlocks the ability to create cross-publisher audience packages, such as curated segments of travel enthusiasts, delivering added value.
"This tie-up represents a forward-looking approach to solving long-standing industry challenges, and underscores our commitment to innovation and collaboration," said Sujata Gupta, Secretary General, DNPA.
"Working with Magnite allows us to harness advanced technology to deliver better value to advertisers while maintaining more control over our audiences and premium inventory".
"Magnite is proud to power this first-of-its-kind collaboration," said Gavin Buxton, Managing Director, Asia at Magnite. "By enabling DNPA publishers to unify and activate their audiences through our technology, we're helping to elevate the value of independent journalism and provide scalable and sustainable solutions to benefit both the buy and sell sides."
What Is Magnite
Magnite is the world's largest independent sell-side advertising company. Publishers use its technology to monetise their content across all screens and formats, including CTV, online video, display, and audio. The world's leading agencies and brands reach out to the platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month.
What Is DNPA
The DNPA is a collective of India's leading digital news media organisations committed to promoting high standards of journalism, safeguarding the interests of publishers, and driving digital innovation. Representing trusted news brands with deep editorial legacy and mass digital reach, DNPA works to shape policy, foster best practices, and build sustainable business models for the future of digital journalism.
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