DNPA Partners With Magnite To Boost Ad Monetisation, Unlock Premium Inventory Access For Publishers And Advertisers

The Digital News Publishers Association (DNPA) on Wednesday announced its collaboration with sell-side advertising firm Magnite to avail high-quality ad inventory and deliver value to advertisers and publishers. The DNPA, which represents 22 of India’s leading news media publishers, said that several of its members have adopted Magnite Access.

Magnite produces technology which helps the publishers monetise their content across all screens and formats including CTV, online video, display, and audio. Through this tie up, the DNPA members look to leverage Magnite’s self-service tool for discovering and activating first and third-party audience segments to streamline access to premium inventory and audience data.

The Magnite Access empowers DNPA’s member publishers to implement a shared data infrastructure that allows them to create and deploy high-value audience segments across their premium inventory. This unified ecosystem supports private marketplace (PMP) and programmatic guaranteed (PG) deals, which can help deliver enhanced value to both publishers and advertisers. It also unlocks the ability to create cross-publisher audience packages, such as curated segments of travel enthusiasts, delivering added value.

Hailing the collaboration, DNPA Secretary General Sujata Gupta said, "This tie-up represents a forward-looking approach to solving long-standing industry challenges, and underscores our commitment to innovation and collaboration."

“Working with Magnite allows us to harness advanced technology to deliver better value to advertisers while maintaining more control over our audiences and premium inventory”.

“Magnite is proud to power this first-of-its-kind collaboration,” said Gavin Buxton, Managing Director, Asia at Magnite. “By enabling DNPA publishers to unify and activate their audiences through our technology, we’re helping to elevate the value of independent journalism and provide scalable and sustainable solutions to benefit both the buy and sell sides.”