Magnite, an advertising technology company, is collaborating with Amazon Publisher Services to facilitate the sale of connected TV ads to a greater number of publishers.
The partnership will provide publishers with access to Magnite’s supply-side demand that operates on Amazon devices through APS’ Transparent Ad Marketplace and Magnite’s SpringServe tools. Additionally, it will grant Magnite access to a greater amount of CTV inventory on Fire TV devices via APS.
Although numerous adtech companies collaborate with APS to access Amazon’s CTV inventory, this direct integration is distinctive in that it enables Amazon to “take a seat within their platform,” as stated by a Magnite spokesperson.
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In the first quarter of 2025, Amazon generated nearly $14 billion in revenue from its advertising business, thereby capturing the majority of the funds that advertisers are currently investing in retail media networks.
In 2021, Magnite acquired SpringServe, a mediation platform and CTV ad server, for $31 million. The company announced in April that it intended to merge SpringServe with Magnite Streaming, its ad exchange and SSP, to create a singular, unified product.
According to Rose McGovern, DirecTV Advertising’s director of programmatic and digital ad sales, the agreement enables publishers that collaborate with both Magnite and APS to consolidate demand through centralized reporting.
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Sean Buckley, president of revenue at Magnite, stated that the partnership will also increase the availability of CTV content on Amazon’s Fire TV devices to ad purchasers through Magnite.
APS seeks to “bring incremental demand to publishers through interoperable solutions” by integrating with Magnite, according to Scott Siegler, director of APS, in a formal statement.
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