Magnite bets on publisher data being the future of advertising by acquiring Carbon

Magnite buys measurement firm Carbon

Global sell-side ad platform Magnite has acquired measurement firm Carbon to bolster its first-party solution in preparation for the deprecation of cookies.

By combining Magnite’s connected TV (CTV) monetization technology with Carbon’s real-time audience measurement expertise, Magnite hopes to accelerate its publisher audience data.

Carbon will contribute to Magnite’s audience and identity tools across CTV, mobile and display. The acquisition was completed through an asset purchase and financial terms were not disclosed.

The buyout is part of Magnite’s strategy toward seller-defined audiences, which it believes is the future of identity and addressability. “CTV sellers have valuable viewer data that makes them well-positioned to create unique first-party data and we expect their demands around addressability to become more pronounced,” said Adam Soroca, chief product officer at Magnite. “The likely deprecation of the third-party cookie means publisher-centric identity solutions are foundational to the future of advertising.”

UK-founded Carbon has previously held clients spanning Imgur, Captify, The Arena Group and Zeotap to manage its real-time first-party data.

Unlocking revenues for publishers via tech has always been Carbon’s “core mission,” said Pete Danks, chief executive officer and founder at Carbon. By joining Magnite, Danks hopes to continue “working with publishers to lay the groundwork for a new audience-based advertising paradigm built on sell-side data.”

Magnite has been helping marketers get to grips with the switch to CTV after it helped publish the IAB’s guide to CTV Targeting and Measurement.