Magnite Acquires Carbon To Accelerate Publisher Audience Activation

Magnite (NASDAQ: MGNI), the world’s largest independent omnichannel sell-side advertising platform, today announced the acquisition of Carbon, a platform that enables publishers to measure, manage and monetize audiences in real-time. As the industry prepares for the deprecation of third party cookies and other third party identifiers, the acquisition accelerates Magnite’s seller-first, privacy-focused identity and audience solutions focused around first-party segments and bolsters the Product and Engineering teams in this critical area. The acquisition was completed through an asset purchase and financial terms were not disclosed.