Magnite and Dentsu Deepen Programmatic CTV Integration in Sweden
Magnite has expanded its partnership with dentsu in Sweden to enhance programmatic CTV advertising capabilities. This collaboration aims to streamline CTV activation for dentsu's AMX Premium Video solution, boosting reach and efficiency in the Swedish market.
Key Takeaways
- The expanded partnership builds on an existing EMEA collaboration between Magnite and Dentsu.
- Dentsu's AMX Premium Video solution will use Magnite’s video tools for improved reach and efficiency in Sweden.
- The collaboration addresses growing advertiser demand for transparent, scaled CTV activation in the maturing Swedish market.
- Magnite's technology will provide Dentsu with greater visibility and control in media buys, facilitating informed decision-making.
- This move supports a shift towards more curated, intelligent, and outcome-driven media buying beyond transactional approaches.
Why It Matters
This partnership signifies further maturation of the programmatic CTV market in Sweden, pushing for more data-driven and efficient ad placements. For the broader ecosystem, it highlights how major holding companies and supply-side platforms are deepening integrations to capture increasing ad spend in streaming video, particularly in more developed international markets. Watch for similar deepening integrations between SSPs and agency trading desks as CTV ad budgets continue to grow globally.
Read full article at martech360.com