Magnite’s CTV Spend Swelled By 20% In 2023


Linked TV remains to be Magnite’s golden goose.

However though CTV’s share of Magnite’s enterprise continues to develop, the corporate really rode a surge in non-CTV spending to hit $187 million in This autumn income, a 7% year-over-year enhance.

Magnite’s This autumn numbers, alongside PubMatic’s from earlier this week, are extra proof that advertisers are again to spending after a year-plus marked by financial uncertainty.

Complete advert spend from offers transacted by means of Magnite’s platform topped $5 billion for the complete yr, representing practically 20% YOY progress, whereas full-year CTV advert spend was additionally up 20%.

CTV’s rising share

Magnite’s income breakdown reveals simply how vital CTV has grow to be for the corporate. CTV represented roughly one-third of its enterprise as of This autumn 2022, however was practically 40% this yr.

Distinction that with PubMatic, which made 34% of its This autumn income from omnichannel video – which incorporates each CTV and on-line video.

Magnite’s whole income minus site visitors acquisition prices was $165.3 million in This autumn, up 6% YOY. CTV was answerable for $63.5 million of that.

The corporate’s DV+ enterprise, which incorporates show, on-line video, native, audio and DOOH – principally, every thing apart from CTV – contributed $101.8 million for the quarter.

CTV made up 38% of income in This autumn, whereas 44% got here from cell and 18% from desktop.

Regardless of CTV’s rising share of the income combine, income attributable to CTV was really down 2% YOY in This autumn, whereas DV+-related income was up 11%. Nonetheless, CTV did see a rebound from Q3’s disappointing $52.5 million contribution to income.


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Magnite generated $549 million in whole income in 2023, up 7% YOY, with CTV bringing in $219 million, up 2%. The DV+ enterprise additionally carried out effectively for the complete yr, contributing $331 million in income at a ten% progress fee.

CTV progress drivers

CEO Michael Barrett attributed the sturdy CTV exhibiting to partnerships with Roku, Warner Bros. Discovery, Paramount, Disney, Samsung, LG and Vizio.

And he stated Amazon Prime Video’s pivot to an ad-supported enterprise in January may immediate new advertisers to enter the CTV market, which may additionally drive future progress for Magnite’s enterprise.

Barrett additionally recognized CTV’s penetration into dwell sports activities, which is more and more being monetized programmatically, as one other progress driver.

In response to an investor query, Barrett denied that Magnite’s sturdy CTV efficiency within the quarter was due to a rise in its take fee. As a substitute, he pointed to macroeconomic traits – specifically, the return of advert spending and the persevering with shift of budgets away from linear and towards streaming. He additionally touted Magnite’s efforts to diversify its CTV product combine, resembling by means of its ClearLine direct-to-publisher connections.

Barrett declined to disclose particulars about ClearLine’s adoption till later within the yr. He did say, nevertheless, that Magnite’s SpringServe advert server, which is what ClearLine was constructed on, will proceed to be a differentiator for its enterprise and a basis for future programmatic CTV merchandise.

The cookie query

However sufficient about CTV. We are able to’t let a serious SSP’s earnings report go with out some point out of the business’s different scorching subject: third-party cookie deprecation.

Barrett declined to share any insights from Magnite’s early exams of Google’s Privateness Sandbox APIs or what impact Google’s phaseout of cookies for 1% of Chrome site visitors is having on its enterprise.

“It’s too onerous for us to see a sign of a 1% deprecation on a platform that does a trillion plus advert requests a day,” Barrett stated.

He added that Magnite feels it’s ready sufficient to climate the top of third-party cookies as a result of it has integrations with various id options. Magnite additionally plans to “totally assist Privateness Sandbox,” he stated.

“So long as advert budgets aren’t going to be minimize, which we don’t imagine they’ll, we’ll have loads of stock to promote to entrepreneurs,” Barrett stated. “Even when there’s a CPM decline, we’ll have the ability to make it again up in quantity.”


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