Chip on the shoulder fuels Magnite's acquisition tactic for streamr.ai
In a significant move to strengthen its position in the Connected Television (CTV) advertising market, Magnite announced the acquisition of Streamr.ai on September 9, 2025.
Founded by Henrik Lie-Nielsen, Streamr.ai was incorporated in November 2023 with an AI-first development approach. The platform's beta for CTV creative automation was launched in March 2024, addressing traditional television advertising barriers with its innovative capabilities.
Magnite, on the other hand, has been monitoring the Small and Medium-sized Business (SMB) space for several years, focusing on enabling ecosystem partners rather than direct SMB sales. The acquisition targets this market through agency and retail media network partnerships.
The strategic partnership between Magnite and Streamr.ai developed organically through existing business relationships. Adam Soroca, Chief Product Officer at Magnite, discussed the acquisition in a podcast, highlighting the scaling opportunities that emerged after Streamr.ai pivoted to white-labeling technology for larger enterprises.
The decision to sell Streamr.ai was driven by these opportunities, according to Soroca. He also emphasised that the competitive drive in startups never disappears, even after acquisition.
The integration timeline and specific product rollout schedule for the acquisition were not disclosed in the announcement. However, Magnite reported a 15% CTV growth in Q1 2025 financial results in May 2025, and achieved 99% CTV supply coverage according to independent analysis in March 2025.
Following the acquisition announcement, immediate demand for GenAI pause ad availability was expressed by 30 agency sellers. This demand aligns with the Interactive Advertising Bureau's expectation that AI-generated content will comprise 40% of all advertisements by 2026.
Magnite launched pause ads across DIRECTV, DISH Media, and Fubo in August 2025, demonstrating its commitment to innovative advertising solutions. The acquisition of Streamr.ai is a strategic step towards furthering this commitment.
Dentsu expanded Magnite's partnership across EMEA markets using SpringServe in July 2025, indicating a growing global presence for Magnite. As the advertising landscape continues to evolve, the acquisition of Streamr.ai positions Magnite at the forefront of AI-driven CTV advertising solutions.
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