In this Talks with Teads episode, Ashley Wheeler, SVP of the DV+ Platform at Magnite, discusses the evolution of the publisher-tech relationship. As the industry shifts toward greater transparency and direct control, Magnite and Teads are joining forces to provide publishers with the tools they need to drive incremental value and protect the integrity of their environments.
Key Interview Insights for Marketers:
Transparency Drives Publisher Success
The industry is moving toward a model where buyers want to get as close to the supply as possible. By integrating Magnite’s Demand Server with Teads’s new EngageOS, the partnership provides publishers with unprecedented control and transparency over their monetization. This allows publishers to drive more revenue from their existing supply by unifying the feed directly into their ad stack.
EngageOS: A Publisher-Driven AI Feed
EngageOS positions itself as a publisher-focused AI feed monetization tool. The primary objective is to offer choice and transparency while optimizing the path for yield. By combining Demand Server’s long-standing capability to help publishers measure and test via A/B testing, the platform creates a powerful, data-backed engine for revenue growth.
AI as an Accelerator, Not Just Automation
Programmatic advertising has been automated for decades, but AI is now accelerating those efforts. Ashley emphasizes that AI isn’t just about speed; it’s about helping buyers and sellers transact more easily. As search traffic evolves, AI is freeing publishers to focus on direct channels—like in-app, email, and newsletters—where they can capture and keep user attention more effectively.
The Increasing Value of the User
As traditional search traffic shifts, the value of a user’s time spent on a publisher’s page has never been higher. Engaging users with high-quality content is becoming critical, and publishers are moving away from being beholden to SEO practices. EngageOS is designed to help publishers ensure they are driving incremental value while using technology to preserve the integrity of the open web.
Looking Ahead
The partnership between Teads and Magnite is built on a shared commitment to the open web. By leveraging AI to streamline operations and unify data, both companies are helping publishers navigate a changing landscape, ensuring that the value of the user experience remains the central focus of the monetization strategy.
For more conversations with industry leaders, explore the full Talks with Teads series.