Enhancing Addressable Advertising with Acxiom and Magnite
Introduction to Innovative Advertising Partnerships
In the dynamic world of digital advertising, partnerships are key to leveraging data and maximizing efficiency. One such groundbreaking collaboration is unfolding between Magnite (NASDAQ: MGNI) and Acxiom, a renowned data and technology firm. This alliance is expected to reshape how advertisers approach addressable-based buying in the streaming landscape.
The Significance of the Magnite and Acxiom Integration
Magnite, recognized as the largest independent sell-side advertising company, has officially become Acxiom’s inaugural programmatic partner for sell-side data activation. This partnership allows advertisers to seamlessly activate their first-party datasets alongside Acxiom’s extensive third-party data. With this integration, advertisers can enhance their addressable strategies, leading to improved outcomes and a greater return on advertising spend.
Streamlining Data Activation
The recent testing has revealed a specific advantage: this consolidated method helps cut costs while eliminating unnecessary fees. These efficiencies enable advertisers to focus more on working media, significantly boosting the effectiveness of their campaigns. By utilizing Acxiom's data through Magnite, clients are now equipped to access deeper sell-side insights, enriching their advertising processes.
Leveraging Enhanced Insights for Better Campaign Performance
According to industry analysis, the ability to operationalize such data can transform the approach to campaigns. Magnite stands out with an impressive market reach that includes 99% coverage of connected TV (CTV) supply, demonstrating its expansive presence in the streaming domain. Additionally, the company reaches approximately 92 million ad-supported streaming TV households in the U.S., underscoring its potential impact on advertisers.
Expert Insights on the Integration
“The joining of Acxiom’s extensive and reliable data capabilities with Magnite’s access to unique streaming inventory offers advertisers an efficient activation point,” explains Martin Wexler, the EVP Partnerships at Acxiom. This relationship not only improves match rates but also reduces signal loss, permitting more precise activation and enhanced results across the streaming and omnichannel media landscapes.
Empowering Advertisers Through Direct Activations
Kristen Williams, SVP of Strategic Partnerships at Magnite, articulated her enthusiasm as she stated, “We’re thrilled to be the first programmatic sell-side partner integrating with Acxiom. By selecting sell-side activation for their data-driven campaigns, advertisers can not only benefit from unique insights but also fine-tune their addressable strategy further.” This statement reflects a significant hurdle overcome in the realm of advertising, whereby the trajectory of campaigns can now be optimized dramatically.
Client Testimonials on the Outcome of Collaboration
The collaboration is evidenced by positive feedback from industry players. Jean Fitzpatrick, EVP Commercial Strategy at IPG Mediabrands, noted, “The innovative structure provided by the Magnite and Acxiom alliance enables us to efficiently plan and measure our ad campaigns. With activation made simpler and costs reduced, we can allocate more resources toward working media, creating added value for our clients.” Such sentiments reveal the enthusiasm that has been stirred within the advertising sector concerning this integration.
Joining Forces for Effective Ad Solutions
Furthermore, Mike Evans, Head of Sales at LG Ad Solutions, emphasized how this integration amplifies their efforts to deliver premium smart TV advertising. He stated, “The Magnite and Acxiom integration not only provides a smoother activation pathway for advertisers but ensures that a larger portion of their media budget effectively reaches real audiences, yielding measurable results across various platforms.”
About Magnite and Acxiom
Founded in the bustling heart of New York City, Magnite (NASDAQ: MGNI) continues to lead as the largest independent sell-side advertising company worldwide. Their platforms enable publishers to optimize their content monetization across various formats, including CTV, online video, display, and audio. Standing at the forefront of this industry, Magnite conducts billions of transactions every month, assuring clients access to brand-safe, high-quality advertising opportunities.
Acxiom, widely respected for its commitment to leveraging data effectively, specializes in addressing challenges faced by leading global brands. Being an integral part of the Interpublic Group of Companies, Acxiom emphasizes data ethics while fostering innovative marketing solutions. Their global presence includes offices across multiple countries, positioning them as a trusted partner for data-driven decision-making.
Frequently Asked Questions
What is the purpose of the Magnite and Acxiom integration?
This integration aims to enhance the ability of advertisers to activate their data more effectively, optimizing their addressable media buying across streaming platforms.
How does this partnership benefit advertisers?
By joining forces, both companies offer improved insights, reduced costs, and streamlined processes, ensuring advertisers can maximize their ad spend effectively.
What types of data can advertisers access through this integration?
Advertisers can utilize both their first-party data and Acxiom’s third-party data to refine their audience targeting and boost campaign performance.
How does Magnite's market reach enhance advertising campaigns?
Magnite's extensive coverage includes a high percentage of CTV and omnichannel supply, allowing advertisers to reach a vast number of viewers across diverse platforms.
What are the implications for agencies and clients?
The integration facilitates easier ad campaign planning and measurement while directing more funds towards working media, ultimately leading to better client outcomes.
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