Privacy, Data, and CTV: Magnite’s Approach to Retail Media

This Innovator Spotlight article is an outtake from our newest TVREV Special Report, Retail Media On CTV 2024 which you can download for free.

“At Magnite, we offer the largest footprint of premium CTV inventory with the most direct integrations, providing retailers with a consolidated access point to activate their first-party retail data,” states Gretchen Bobroff, Head of Retail Media at Magnite, “CTV allows advertisers to target audiences more precisely than linear TV, thanks to the combination of data-driven targeting and measurement capabilities. This is a key value proposition for retailers, enabling them to deliver more personalized ads at scale. We help streamline this process by removing friction and supporting their workflows.”

ALAN WOLK (AW): You mentioned "removing friction." Could you expand on what that means in practice?

GRETCHEN BOBROFF (GB): Many buyers' feedback is that they prefer to use their own tech stack. With so many different retail solutions available in-market, it’s crucial for retail partners to prioritize ease of use to drive successful adoption. At Magnite, we focus on integrating with their existing workflows so they can operate within their preferred platforms, making the entire process smoother and more efficient.

AW: What would you say is Magnite's unique selling point? What sets you apart from other SSPs?

GB:  Our expertise in premium video is a key differentiator. We’ve built technology specifically for this space, including our CTV-first ad server, SpringServe, which is now used by a growing number of global media owners. SpringServe allows publishers to manage their direct-sold and private marketplace (PMP) business efficiently. This direct path to supply is critical, and when partnering with Magnite, retailers can feel confident they’re tapping into the most comprehensive marketplace available.

Additionally, we offer a self-service buying solution called ClearLine that offers the most direct path to premium video supply. Built from our sell-side technology, ClearLine also makes it easier for retail and commerce partners to share data securely and generate revenue through new demand sources, all while significantly increasing the portion of spend going toward working media.

AW: Let's talk about data. Retail media is heavily reliant on first-party data. How are you helping retailers make better use of their data?

GB:  First-party data is increasingly vital, especially as third-party cookies phase out. CTV, unlike desktop or mobile, does not rely on cookies. This puts it in a strong position for future-proofing audience targeting. Magnite offers a suite of data and identity solutions under its platform, Magnite Access. These include everything from publisher inventory segmentation through Magnite’s DMP to third-party onboarding and matching capabilities and clean-room integrations. Our Magnite Match solution allows for matching hashed emails to our identity graph, helping retailers onboard, match, and activate their data efficiently.

AW: Given that privacy is such a huge concern, how does Magnite balance the use of first-party data with privacy considerations?

GB:  Privacy is a priority for us. We recognize the immense value of first-party data but also understand the responsibility that comes with it. Our approach leverages addressable and contextual targeting, as well as supply-side data activation, at scale using minimal information.  

We work with retailers' first-party data, publishers' first-party data, and universal IDs. Additionally, contextual targeting can be used alongside audience targeting to broaden reach while still ensuring ad relevance. By working agnostically with a variety of identity solutions, we ensure that our partners can maximize the effectiveness of their media spend while respecting user privacy.

AW: Managing programmatic advertising can be extremely complicated. How does Magnite simplify the programmatic execution for retail media networks?

GB:  Retailers are increasingly turning to programmatic buying for efficiency and scale. At Magnite, we simplify this through our curation services and self-service user interfaces (UIs). These tools streamline deal creation by pairing omnichannel supply with first-party data via deal IDs. Retailers can then target more than 100 demand-side platforms (DSPs) through these deal IDs, making programmatic execution both efficient and effective.

AW:  Measurement is another tricky area. How does Magnite help retailers measure the success of their campaigns?

GB:  Attribution and proving performance are top priorities for retailers, especially when they’re investing in their media networks. Magnite provides exposure reporting via log-level data, which retailers can plug into their attribution systems to connect online and offline conversions to the impressions served. 

However, one of the industry's biggest challenges is the lack of standardization in measurement. With over 200 retail media networks currently available, it’s difficult for advertisers to compare performance across different platforms. That’s why we’re so appreciative of the work the IAB and other industry partners are doing to establish standards that will benefit everyone in the long run.

AW: What about future trends? Are there any new ad formats or technologies that you think will be important for retail media?

GB:  One trend we’re excited about is the extension of CTV experiences to screens outside the home. For instance, we recently partnered with United Airlines to deliver ads through their personal device entertainment platform. This is a great example of how retail media can move beyond the living room and reach consumers wherever they are.

Shoppable TV is another big opportunity. While CTV is typically viewed as a branding vehicle, its interactive capabilities make it a strong contender for driving conversions. We’re supporting these experiences with partners like BrightLine, KERV, and ShopSense, and we expect this trend to explode, particularly as we head into the holiday season.