Magnite, the world’s largest independent sell-side advertising company, announced on July 23, 2025, an expanded strategic partnership with dentsu in EMEA to accelerate innovation in connected TV (CTV) and video advertising. By integrating Magnite’s SpringServe video platform, dentsu’s Total TV initiative achieves efficient, data-rich connections to premium inventory across markets like Spain and the UK. This collaboration supports dentsu’s vision for the “Algorithmic Era” of advertising, emphasizing interoperability, automation, and outcome-driven planning in the $15 billion CTV advertising market, reducing media buying times by up to 40%.
Announced July 23, 2025: Dentsu expands partnership with Magnite in EMEA.
SpringServe platform powers dentsu Total TV with data-rich inventory access.
Reduces media buying times by 40% and boosts campaign ROI by 25%, per Magnite data.
Supports clients like Netflix, Disney, and Roku in 20+ EMEA markets.
CTV ad market valued at $15B, projected to reach $25B by 2030.
Builds on dentsu’s May 2025 DMX-powered CTV marketplace launch in MENA.
The partnership leverages Magnite’s SpringServe video platform to enhance dentsu’s Total TV, enabling precise, transparent, and scalable media experiences. “Our relationship with dentsu is a great example of how technology and collaboration can unlock real value,” said Julie Selman, SVP, Head of EMEA at Magnite. The platform provides data-rich inventory connections, moving dentsu beyond transactional media buying to a curated, high-performance approach. Ben Angove, President, Amplifi EMEA at dentsu, stated, “Our partnership with Magnite gives us the tools to connect the right data with the right inventory to drive better results.” The collaboration, active in markets like Spain and the UK, reduces media buying times by 40% and boosts campaign ROI by 25%, per Magnite data.
Magnite, founded in 2008, monetizes content across CTV, online video, display, and audio, executing billions of ad transactions monthly for clients like Netflix and Warner Bros. With $620 million in 2024 revenue and a $1.8 billion market cap, it leads the CTV market with 99% supply coverage, per Jounce 2025 analysis. dentsu, a global advertising leader with $10 billion in 2024 revenue, serves 90% of Fortune 500 brands. The $15 billion CTV ad market, driven by 70% of EMEA households using streaming services, is projected to grow to $25 billion by 2030. The partnership builds on dentsu’s May 2025 launch of a DMX-powered CTV marketplace in MENA, which reported 30% higher ad engagement.
The CTV advertising sector faces challenges like ad fraud, with 20% of impressions lost to invalid traffic, per 2025 reports. Posts on X from @magnite and @MarTechSeries highlight enthusiasm for the partnership, though @RobertHenry87 noted a $30 price target and stock pressure for Magnite. Magnite’s recent integrations, including Anoki ContextIQ (June 2025) and Amazon Publisher Services (May 2025), enhance its programmatic capabilities. dentsu’s partnerships with Criteo (June 2025) and GroupM reinforce its “Algorithmic Era” strategy. The collaboration positions both companies to capitalize on CTV’s growth, competing with The Trade Desk and Google’s DV360.
Dentsu and Magnite’s expanded partnership drives smarter, outcome-focused CTV and video activation, empowering clients with precision and scale in EMEA’s evolving media landscape.
We’re Magnite, the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
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