Mumbai, India – In a move set to reshape the digital advertising landscape for news publishers in India, the Digital News Publishers Association (DNPA) has announced the adoption of Magnite Access by several of its members. This collaboration with Magnite (NASDAQ:MGNI), the largest independent sell-side advertising company, aims to streamline access to premium inventory and audience data, empowering publishers to enhance the value they deliver to both advertisers and readers.
The DNPA, representing 22 of India's leading news media publishers, is taking a proactive approach to address long-standing industry challenges through this partnership. By leveraging Magnite Access, DNPA members gain access to a self-service tool that simplifies the discovery and activation of first- and third-party audience segments. This enhanced access is expected to provide publishers with greater control over their audiences and ad inventory.
Magnite Access enables DNPA publishers to implement a shared data infrastructure, allowing them to create and deploy high-value audience segments across their premium inventory. This unified ecosystem is designed to support private marketplace (PMP) and programmatic guaranteed (PG) deals, creating opportunities for enhanced value delivery to both publishers and advertisers. The collaboration also unlocks the potential to create cross-publisher audience packages, such as curated segments of travel enthusiasts, adding further value for advertisers seeking to target specific demographics.
Sujata Gupta, the Secretary General of DNPA, emphasized the forward-looking nature of this collaboration, stating, "This tie-up represents a forward-looking approach to solving long-standing industry challenges and underscores our commitment to innovation and collaboration". She further noted that working with Magnite will allow DNPA members to harness advanced technology to deliver better value to advertisers while maintaining greater control over their audiences and premium inventory.
Gavin Buxton, Managing Director, Asia at Magnite, expressed the company's pride in powering this collaboration, stating, "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".
This initiative reflects Magnite's commitment to innovation and collaboration within the digital advertising landscape, potentially attracting more clients and partnerships. The adoption of Magnite Access by multiple DNPA members is expected to strengthen Magnite's position as a leader in the advertising technology space in India. The collaboration empowers DNPA publishers to create high-value audience segments, increasing the monetization potential of their inventory and supporting private marketplace and programmatic guaranteed deals, offering more value to both publishers and advertisers.
