In Thursday’s after-hours trade, Magnite, Inc. (NASDAQ: MGNI) saw a significant recovery, as its shares increased 14.02% to $11.11. The notable 10.15% decline in the normal trading session, when the stock finished at $9.74, was essentially undone by this rally. The news of an extended partnership with Samsung Ads, which portends a bright future for the company’s streaming TV activities, sparked the erratic stock movement.
Growing International Collaboration with Samsung Advertising
With Samsung Ads, a branch of Samsung Electronics that specializes in cutting-edge advertising, Magnite has greatly expanded its global partnership. The collaboration has already paid off, as between 2023 and 2024, Samsung Ads’ gross income from the Magnite Streaming SSP increased by double digits. The company’s position as a major participant in the streaming ad ecosystem is further cemented by this development.
Optimizing Audience Targeting with Magnite Access
Samsung Ads’ utilization of Magnite’s Access solution to maximize audience addressability in streaming is a fundamental element of this partnership. Samsung Ads hopes to improve the accuracy of its targeted impressions by managing behavioral audience data across MGNI platforms.
This would raise CPMs (cost per thousand impressions) and increase total income for both sides. Media owners like Samsung may improve their capacity to reach more targeted audiences and boost revenue with the aid of Magnite Access.
The Partnership’s Effect on Samsung’s Development
With user agreement, Samsung Ads has created the greatest single source of TV data, and its growth is still astonishing, especially in the U.S. market. With 88 million active customers, Samsung TV Plus is a free ad-supported TV (FAST) and on-demand (AVOD) service that has recently expanded into Singapore, the Philippines, and Thailand.
As ad-supported streaming gains traction, the relationship is expected to expand further, with MGNI providing programmatic access to these markets. This partnership demonstrates the vital role Magnite plays in assisting Samsung in improving its programmatic advertising capabilities, which has led to notable breakthroughs in genre targeting, forecasting, and timeout reduction.
Both businesses are well-positioned to take the lead in providing premium, audience-based TV advertising globally as ad-supported streaming keeps growing.
