Magnite Inc. has announced a strategic partnership with dentsu in the EMEA region to enhance the media supply chain through innovation and performance. This collaboration aims to streamline CTV and video activation, providing dentsu with Magnite's advanced video tools and technology to support its Total TV initiative. The partnership focuses on the "Algorithmic Era" of advertising, emphasizing interoperability, automation, and outcome-driven planning. By leveraging Magnite's technology, dentsu seeks to move beyond traditional media buying to a more curated, high-performance approach, enabling better visibility, control, and optimization of media buys. This alliance reflects a shared commitment to evolving media deployment, with a focus on client performance and premium media experiences.