Magnite sees programmatic advertising intelligence shift toward media owners
MGNI•Magnite said programmatic advertising decisions are shifting earlier in the auction process, with Dentsu testing finding twice the return on ad spend or 40% CPM efficiencies when supply-side signals informed decisions before auctions.
1. Signals before auctions
Magnite’s October 15 analysis said programmatic advertising decisions are shifting before auctions, increasing media owners’ influence over campaign outcomes. Dentsu testing found twice the return on ad spend or 40% CPM efficiencies when supply-side signals informed decisions before auctions.
2. Automation and oversight
The analysis said buying directly from media owners can reduce repeated data matching and additional signal fees associated with demand-side platforms. CVS Media Exchange reported roughly 90% automation of campaign reporting work, reducing tasks from weeks to minutes. Panelists rejected allowing AI agents to move meaningful client budgets without approval.
