Magnite expands its audience addressability tool across India and Southeast Asia – Brand Wagon News

Magnite, a sell-side advertising company, has announced the expansion of its Magnite Audiences solution into India and Southeast Asia. According to the company, Magnite Audiences, part of the Magnite Access suite, is designed to help publishers maximise the value of their audience data and assist buyers in reaching target audiences at scale. From what is understood, the solution focuses on utilising publisher first-party data to create standardised and scalable audience segments while maintaining data privacy.

“Amid the changing identity landscape, buyers and publishers need to explore different models and approaches to solve for audience addressability. 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.” Gavin Buxton, managing director, Asia, Magnite, said. 

The company further stated that the standardised data provides buyers with scale and reach across key demographics without relying on third-party sources, ensuring compliance with data privacy measures.

“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. 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,” Dinesh Joshi, vice president, Product Monetisation and Analytics, NDTV, added. 

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