Magnite acquired SpotX

We are pleased to announce that Magnite, the largest independent sell-side advertising platform, has acquired SpotX from RTL Group for $1.17 billion in cash and stock. SpotX is one of the leading platforms shaping CTV and video advertising globally.

Together, Magnite and SpotX will create the largest independent CTV and video advertising platform in the programmatic marketplace. The combined company will provide better support for sellers, create an alternative to the CTV advertising market’s largest players, and will greatly improve scale and efficiency for buyers.

Magnite’s expanded technical capabilities and teams will offer swift solutions that cater to a broader set of client needs, including sellers that are newer to the world of programmatic and those who have mature, programmatic-only operations. Likewise, the acquisition will make it easier for brands and agencies to buy premium CTV inventory at scale with standard features and a single, addressable pool of audiences.

LUMA believes we will see more deal activity in CTV as strategics default to inorganic growth initiatives in order to timely capitalize on the significant inflection in the sector brought about by the pandemic. Beneficiaries of this accelerated focus are likely to span a variety of companies including media, distribution, monetization, workflow, data and analytics.

LUMA advised Magnite on the transaction.