Driving force behind Magnite's streamr.ai acquisition strategy lies in that stubborn chip on the shoulder.
Magnite Acquires Streamr.ai: Boosting AI-Powered Creative Automation for CTV
In a significant move, advertising technology company Magnite has announced the acquisition of Streamr.ai, an AI-powered platform specializing in creative automation for Connected TV (CTV). The acquisition, which took place on September 9, 2025, marks a strategic step forward in Magnite's growth trajectory and the broader transformation of the video advertising industry.
Jonathan Moffie, the founder and CEO of Streamr.ai, leads the team that has made this innovative platform. Moffie's background in AI technology and his team's expertise, which stems from major technology acquisitions, will undoubtedly contribute to Magnite's ongoing success.
Adam Soroca, the Chief Product Officer at Magnite, discussed the deal during a podcast, highlighting the acquisition's alignment with Magnite's approach of enabling ecosystem partners rather than engaging in direct small business sales. Soroca also mentioned that Magnite had been monitoring the SMB space for several years, making the timing of this acquisition particularly strategic.
Streamr.ai's flagship product, GenAI Infinite, offers personalized advertisements tailored to different audience segments. This technology is expected to comprise 40% of all advertisements by 2026, making it a valuable addition to Magnite's offerings.
The acquisition also includes performance measurement capabilities through mobile measurement partner integrations, further strengthening Magnite's position in the CTV market.
Soroca stated that the competitive drive that fuels startup success never disappears, and this acquisition is a testament to that. He also noted that the strategic partnership between Magnite and Streamr.ai developed organically through existing business relationships.
The acquisition comes at a time when CTV is experiencing significant growth, with Magnite reporting a 15% year-over-year increase in CTV contribution excluding traffic acquisition costs in Q1 2025, totalling $63.2 million. This growth, combined with the untapped revenue potential of small business advertising for CTV publishers, makes the acquisition a strategic move for Magnite.
Magnite maintains direct relationships with major streaming platforms such as Netflix, Disney, Roku, and Warner Bros. Discovery, providing strategic deployment advantages for the Streamr.ai technology. The acquisition also secures preferred integrations with over 90% of CTV supply partners, further expanding Magnite's reach.
Streamr.ai pivoted from direct SMB sales to white-labeling technology for larger enterprises, addressing traditional television advertising barriers. This shift, coupled with the AI-first development approach Streamr.ai incorporated in November 2023, will undoubtedly contribute to Magnite's continued success in the CTV market.
As we move forward, the integration of Streamr.ai's technology into Magnite's offerings is expected to revolutionize the CTV advertising landscape, making personalized advertising more accessible and effective than ever before.
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