Magnite and Dentsu Partner to Redefine Video Advertising in the Algorithmic Era
Magnite, the world’s largest independent sell-side ad platform, has entered a strategic partnership with Dentsu EMEA to supercharge video advertising performance and innovation across the region. The alliance underscores a shared vision: ushering in the “Algorithmic Era” of advertising, where automation, data interoperability, and outcome-driven planning become standard—not aspiration.
At the core of this partnership is Magnite’s SpringServe video platform, which will empower Dentsu’s Total TV solution across key EMEA markets, including the UK and Spain. The goal? To make media not only work harder but work smarter, connecting premium inventory with deeper insights and delivering high-performance campaigns with greater efficiency and precision.
Tech Meets Transparency
As streaming consumption continues to climb and media fragmentation intensifies, the need for streamlined, scalable video infrastructure has never been more pressing. Magnite’s purpose-built video tools give Dentsu more transparent and data-rich access to CTV, online video, and emerging formats. In turn, this enables smarter curation, real-time optimization, and more meaningful outcomes for advertisers.
“We’re proud to support Dentsu’s vision by providing the tools and insights needed to deliver stronger results,” said Julie Selman, SVP and Head of EMEA at Magnite. “This is a prime example of how technology and collaboration can unlock real value.”
For Dentsu, this isn’t just about plugging into better tools—it’s about reengineering how media is bought and optimized across a rapidly evolving landscape. “In this new era of advertising, media must work harder, smarter, and faster,” said Ben Angove, President of Amplifi EMEA and CSO at Amplifi Global. “Our partnership with Magnite gives us the tools to connect the right data with the right inventory—driving better results for clients across the region.”
Context: The Algorithmic Era Is Here
The term “Algorithmic Era” might sound buzzworthy, but it captures a real shift happening in digital advertising. Brands and agencies are rapidly moving beyond manual, channel-specific buying and toward AI- and algorithm-powered workflows that optimize media spend across formats, platforms, and audiences in real time.
Magnite and Dentsu’s collaboration reflects this broader trend. With CTV inventory in high demand, and buyer expectations around transparency and ROI rising, the partnership offers a scalable blueprint for data-driven media delivery.
What This Means for the Market
For advertisers, the benefits are immediate and strategic. The partnership allows for:
- Greater supply path optimization (SPO) and visibility into inventory quality
- Curated ad experiences across video and CTV environments
- Outcome-based planning, moving beyond impressions and CPMs to focus on results
- Cross-market consistency, powered by shared tools across major European territories
For the ad tech world, it’s another sign that SSPs are evolving from passive pipes into active intelligence platforms. Magnite isn’t just connecting supply with demand—it’s powering smarter decisions at scale, giving agencies like Dentsu the tools to reclaim control in a post-cookie, cross-platform ecosystem.
Bottom Line
This isn’t your standard supply-side deal. It’s a strategic play aimed at reshaping how video media is sourced, measured, and optimized in a rapidly changing digital environment. With Magnite’s tech stack and Dentsu’s regional reach and Total TV ambitions, this partnership could become a benchmark for what modern media collaboration looks like in the algorithm-first future.
