Magnite Strengths, Domain Expertise, and Key Differentiators
Magnite was founded to address the inherent challenges associated with the digital advertising ecosystem. Buyers can direct their spending towards the impressions that are of most value to them based on demographics, pricing, timing, and other targeting objectives. Sellers can improve revenue per impression, while adhering to their own specific rules around advertising that is permissible on their websites and mobile applications.
The combination of Rubicon Project and Telaria will create an essential omnichannel partner for buyers to reach their target audiences, across all formats and devices, anywhere in the world. The result will be an optimized supply path across CTV, desktop display, video, audio, and mobile, committed to exceptional client service, industry-leading transparency, robust support for identity solutions and brand-safe, fraud-free premium inventory. Esker’s cloud-based, AI-powered platform automates the entire P2P process, eliminating manual tasks from purchasing and accounts payable, such as: supplier information management, contract management, procurement, accounts payable (AP) automation, expense management, payment and supply chain financing.
Magnite Recent Developments
In june 2021, Magnite and tvScientific Launch Performance CTV Program to Connect DTC Performance Advertisers with Premium CTV Inventory
In June 2020, Rubicon Project has rebranded as Magnite, as the sell-side ad-tech company aims to convince investors that it is more than the sum of its parts after its merger with Telaria. Rubicon Project had previously been associated with display ad inventory, while Telaria (arguably the smaller of the pair) specialized in connected TV, with the merged entity aiming to position itself as an omnichannel SSP.
In Octomber 2019, Rubicon Project integrated with LiveRamp® (NYSE: RAMP) and its IdentityLink graph. The integration allows identity to be efficiently passed in real time and enables a more consistent view of the consumer. LiveRamp’s IdentityLink is a neutral, privacy-first, people-based identifier. Rubicon Project’s implementation of IdentityLink in the bidstream enables DSPs to directly transact on IdentityLinks (IDL), which reduces dependence on cookies, improves addressability, and allows marketers to engage people, rather than devices, to deliver more meaningful experiences.
In March 2019, Rubicon Project implemented The Trade Desk’s unified ID solution onto their digital advertising exchange. The unified ID solution allows for increased coverage, more relevant advertising and faster load times, which benefit all parties from advertisers to consumers. This joint effort and implementation aim to improve match rates and identity resolution outside of walled gardens.
In May 2019, Rubicon Project released Demand Manager. Demand Manager is a new service that makes it easy for large publishers to deploy, configure, and optimize their own Prebid-based header bidding solutions. Discovery Inc., Publishers Clearing House, AutoTrader, Southern Cross Austereo, and Domain were among the first clients to integrate Demand Manager into their daily operations.
Magnite Mergers and Acquisitions (M&A) Activities
In Febrary 2021, Magnite has entered into a definitive agreement to acquire SpotX from RTL Group for $1.17 billion in cash and stock. SpotX is one of the leading platforms shaping CTV and video advertising globally.
In April 2020, Rubicon Project (NYSE:RUBI) and Telaria (NYSE: TLRA), the complete software platform that optimizes yield for leading video publishers, closed their previously announced merger, creating the world’s largest independent sell-side advertising platform, poised to capture growth in CTV. The combined company continues to trade on the New York Stock Exchange under the ticker symbol RUBI. Together, Rubicon Project and Telaria enable thousands of publishers to connect with thousands of buyers and brands, creating a global, independent alternative to walled gardens in the ecosystem. In addition, the combined company is an essential omnichannel partner for buyers across formats, screens and geographies.
Magnite Customers in ARTW Customer Database
Leveraging a rigorous data-centric research methodology, APPS RUN THE WORLD asks the simple question: Who’s buying Magnite applications and why? And we provide the answers – supported by decades of research – to our clients around the world. Our Customer database has over 100 data fields that detail company usage of Magnite and other enterprise apps by function, customer size, industry, location, implementation status, partner involvement, Line of Business Key Stakeholders and IT decision makers contact details. List of Verified REVV Real Time Trading platform customers.
Ownership: - NYSE:RUBI
Number of Employees: 569
Functional Markets: CRM,
Key Verticals: Aerospace and Defense, Automotive, Banking and Financial Services, Communications, Construction and Real Estate, Consumer Packaged Goods, Distribution, Education, Healthcare, Insurance, Leisure and Hospitality, Life Sciences, Manufacturing, Media, Oil, Gas and Chemicals, Professional Services, Retail, Transportation, Utilites,
Magnite Key Enterprise and Cloud Applications
REVV Real Time Trading platform
Magnite Revenues, $M:
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* Enterprise Applications Revenues = License + Support & Maintenance + SaaS
** All revenue figures are estimates based on public records, Cloud and Non-Cloud business models in Apps Run The World's vendor database, and annual survey results including vendor feedback.
Magnite Revenue Breakdown By Type, $M:
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Magnite Enterprise Applications Revenues By Functional Markets, $M:
Magnite Enterprise Applications Revenues By Verticals, $M:
Magnite Revenues By Region, $M
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Magnite Direct vs Indirect sales
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Magnite Customers - Breakdown by Geo, Size, Vertical and Product
No. of Magnite Customers: x
No. of Magnite Enterprise Applications Customers: x
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The merger with Telaria showed no overlap in customers. Uniquely Positioned to Serve Global Publishers: Rubicon Project and Telaria have complementary domestic and international footprints with strengths across the Americas, EMEA and APAC. Telaria’s clients include the most innovative video content publishers across the globe such as Hulu, SlingTV, PlutoTV, TubiTV, Singtel, Australia’s Nine Entertainment Co, Network 10 and Seven West Media, and Brazil’s Globo.
In 2018, the Rubicon Project reached more than 23,000 video buyers. During this period, Rubicon Project added new video inventory from premium publishers including Univision/FMG, Spotify, Flipboard and Gannett/USA Today Network. The company also onboarded 200 accounts and 2,000 new sites. Customer wins includes Tapjoy, Cadreon, IPG Mediabrands’, Gameloft Advertising Solutions, AdMore, Zynga, Choueiri Group, Adspace Networks, Inc., Captivate, BITPOSTER, Comcast Spotlight, InMobi, Jumpstart Automotive Group, Business Insider, Future plc, Publicitas and DigitasLBi, and more.
Magnite Market Opportunities, M&A and Geo Expansions
After the completed merger in 2020, Rubicon Project and Telaria enable thousands of publishers to connect with hundreds of buyers and brands, creating a global, independent alternative to closed players in the ecosystem. In addition, the combined company will be an essential omnichannel partner for buyers across formats, screens and geographies. Both companies bring premium publisher partnerships and unique technical capabilities: Telaria as a leader in CTV, and Rubicon Project as an expert in scaled programmatic operations.
In January 2020, Rubicon Project has executed an agreement to enable Asiaray to programmatically sell its digital out-of-home (DOOH) and video inventory across Hong Kong and Singapore using Rubicon Project’s technology platform. This will include providing buyers access to digital inventory across the 32 new train stations on Singapore’s soon-to-be operational Thomson-East Coast Line, displaying responsive advertisements that can adapt quickly to the time of day, weather or other commuter dynamics.
In July 2017, Rubicon Project acquired nToggle, a technology company that makes it easier and more cost-effective for programmatic buyers to find the inventory they’re looking for among the billions of bid requests they receive each day. The technology will be made available on the Rubicon Project platform in the coming months, giving buyers the option to utilize the bid request optimization technology.
Magnite Risks and Challenges
Magnite must continue growing to keep pace with the growth and change in the advertising market and to compete effectively. Growth depends upon the quality of Magnite's strategic vision and planning and their ability to compete effectively and meet the evolving needs of Magnite's clients. The advertising market is evolving rapidly, and if Magnite make strategic errors, there is a significant risk that they will be unable to recover and achieve their objectives.
Magnite Ecosystem, Partners, Resellers and SI
Magnite will work with the members of the ТV Data Initiative – Blockgraph, DISH Media, Eyeota, MadHive, TransUnion and Tru Optik, TVSquared and VideoAmp – to collaboratively explore the use and application of data across the advanced TV ecosystem, while respecting and protecting consumer data and privacy.
During 2018, the advertising company added 3 additional DSP partners, bringing the total to 79. Rubicon sells its solution to buyers and sellers through its global direct sales team, which operates from various locations around the world including the ones in New York, San Francisco, Paris, Hamburg, and London. Additionally, Rubicon is expanding into Latin America with a new office in Sao Paulo, following its recent expansion in Asia and Japan.
In July 2017, Rubicon Project and Kiip, a leading mobile marketing and monetization platform partnered to bring the power of automation to its highly engaging “Moments” platform.
Magnite Cloud Infrastructure Insights
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Data used in research reports are derived from publicly available documents, continuous surveys of applications vendors, customers, resellers, Independent Software Vendors, systems integrators and other verifiable sources.
Vendor shares and market forecast results are based on a combination of existing databases as well as demand side and supply side research conducted throughout the year with validation from vendors, customers, channel partners and documentations such as earnings releases and 10Q and 10K filings, vertical industry studies, regional and country-level statistics from public and private institutions(i.e. colleges, universities, government agencies and trade associations).
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