Dentsu Extends Partnership with Magnite to Enhance CTV Activation in Sweden

The partnership builds on an existing relationship between Magnite and Dentsu within the EMEA region, leveraging Magnite’s advanced technology and tools to enhance Dentsu’s AMX Premium Video solution. This premium video offering is designed to improve reach and efficiency for advertisers, particularly as programmatic adoption gains momentum across the Swedish market.

Natasha Westlund, Head of Nordics at Magnite, commented on the rapid maturation of Sweden's CTV market. “Sweden’s CTV market has matured rapidly over the past year, and we’re seeing growing demand from advertisers for smarter, more transparent ways to activate premium CTV at scale,” she stated. Westlund emphasized that Dentsu’s innovative approach is crucial in shaping the future of programmatic CTV buying in the Nordics.

As the demand for enhanced advertising strategies grows, Dentsu's collaboration with Magnite is set to drive the next phase of CTV buying by enabling more intelligent, data-driven, and scalable activation across premium CTV inventory. The partnership aims to facilitate better access to premium supply and streamline deal execution, reducing operational friction and accelerating the transition from planning to activation.

Christian Rissel, Head of Dentsu Amplifi, highlighted the importance of technology and transparency in their operations. “As we continue to evolve our Dentsu premium video solution, it’s critical that we work with partners who can provide the technology, transparency, and interoperability needed to make smarter decisions across the media ecosystem,” Rissel explained. The collaboration with Magnite is a pivotal step towards moving beyond traditional transactional media buying to a more curated and outcome-driven approach.

The partnership also empowers Dentsu to gain greater visibility and control over its media buys, facilitating more informed decision-making and optimization across video. By consolidating access to premium inventory and streamlining processes, Magnite is enabling Dentsu to execute campaigns more efficiently and drive measurable outcomes for its clients.

The synergy between Dentsu's innovative planning and Magnite's robust technology illustrates a powerful collaboration that is set to reshape the advertising landscape in Sweden. It underscores the growing importance of CTV as a pivotal channel for advertisers in an increasingly digital-first world.

Magnite is a globally recognized leader in the sell-side advertising space, providing technology to help publishers monetize content across various screens and formats, including CTV, online video, display, and audio. The company is known for its commitment to delivering brand-safe and high-quality ad inventory, executing billions of advertising transactions each month. With offices located in major cities worldwide, Magnite continues to expand its influence in the advertising ecosystem.

Dentsu has a storied history dating back to 1901 in Tokyo, Japan, and has since evolved into a major player in integrated growth and transformation for leading organizations across approximately 120 countries. The company focuses on experience transformation and sustainable growth, integrating services across media, customer experience management (CXM), and creative solutions.

The renewed partnership between Magnite and Dentsu not only signifies a crucial step in the advancement of CTV advertising but also highlights the ongoing evolution of digital marketing strategies in a rapidly changing landscape. As both companies continue to innovate and adapt, they are poised to lead the charge in delivering superior advertising solutions to clients in Sweden and beyond.