Magnite and Amazon deepen alliance to capture more CTV ad market share

2025 has seen key CTV players forging deeper alliances to streamline ad sales and capture more market share, and the latest development sees independent sell-side advertising company Magnite and Amazon Publisher Services (APS) expand their collaboration.Unifying the stack: The updated initiative integrates Magnite’s SpringServe technology with APS’s Transparent Ad Marketplace, improving publisher access to Magnite’s demand on Amazon devices and boosting Magnite’s own access to Fire TV inventory via APS.Voices of the deal: Sean Buckley, President of Revenue at Magnite, said in the company announcement, “Developing the custom integration, we’re able to more comprehensively connect advertisers to premium streaming inventory across Fire TV devices,” with Scott Siegler, Director of Amazon Publisher Services highlighting the “natural evolution in our dedication to bringing publishers incremental demand through interoperable solutions”.Expanding what works: The partnership builds on an existing relationship; Magnite was a launch partner for APS’s Transparent Ad Marketplace in 2016 and was among the first to join Amazon Ads’ Certified Supply Exchange Program in 2024. An Adweek report added that a Magnite spokesperson noted how the direct integration was unique because it allows Amazon to “take a seat within their platform“. As the lines between integrated and bundled solutions continues to blur, inter-company-operability is clearly a growth lever worth watching.Money moves: Financial news and analysis site AInvest pointed to the deal’s financial upside for Magnite, citing analyst estimates that it could add $150 million to the company’s annual revenue by 2026. For context, Amazon’s ad business reported nearly $14 billion in Q1 2025, according to Adweek. The publication also noted Magnite has been bolstering its CTV capabilities by acquiring CTV ad server SpringServe in 2021 and announcing plans in April 2025 to merge it with Magnite Streaming into a unified product.