Magnite (MGNI) Citi’s 2026 Global TMT Conference summary

Programmatic and CTV market trends

• Programmatic is rapidly becoming the default for CTV transactions, expanding into areas like upfronts and live events that were previously dominated by direct sales or linear passthrough models.

• Growth in CTV is driven by increased participation from small and mid-size businesses, aided by new technologies and M&A activity from major players like Walmart and Pinterest.

• AI-powered tools, such as those from streamr.ai, are lowering creative barriers for SMBs, with technology licensed to partners rather than direct sales.

• The addressability, measurability, and performance focus of CTV are attracting a broader range of advertisers.

Technology, product innovation, and data

• SpringServe has become foundational for CTV monetization, enabling both ad serving and mediation models, and supporting unique integrations with major OEMs and media owners.

• New agentic advertising capabilities are being piloted, allowing buyers and sellers to use AI-driven agents for campaign execution and inventory orchestration.

• The balance of data power is shifting to the supply side, with publishers and commerce players increasingly activating first-party data through supply-side platforms.

• Workflow flexibility and integration with preferred DSPs are key reasons commerce media partners are choosing supply-side activation.

Live sports, DV+ portfolio, and market shifts

• Live sports represent a large but under-penetrated opportunity for programmatic, with new tools like Live Scheduler and Live Stream Acceleration helping media owners enable dynamic advertising.

• The DV+ business is seeing structural headwinds in web display, but mobile app, audio, and digital out-of-home are expected to become larger growth drivers over the next 2–3 years.

• Commerce media partnerships are expanding, with over 20 partnerships across DV+ and CTV, and workflow flexibility cited as a major growth enabler.