Magnite Expands Programmatic Audio Reach with Nova Retail Network Deal
Event summary
- Magnite partners with NOVA Entertainment to enable programmatic access to the Nova Retail Network, an in-store audio network in Australia.
- The deal allows advertisers to programmatically buy ad space in retail environments, targeting shoppers at the point of purchase.
- 72% of Australian audio buyers purchased audio programmatically in 2025, per IAB Australia’s latest report.
- Magnite and NOVA Entertainment aim to streamline campaign activation and enhance scalability for brands.
- The partnership reflects growing demand for automated buying in audio advertising.
The big picture
The partnership aligns with the broader shift toward programmatic buying in audio advertising, driven by increasing demand for automated, data-driven campaign activation. Magnite’s move into retail audio environments positions it to capitalize on the growing trend of in-store digital engagement, where brands seek to influence consumer behavior at the point of purchase. The deal underscores the strategic importance of programmatic capabilities in unlocking new revenue streams for audio networks.
What we're watching
- Programmatic Adoption
- How the pace of programmatic adoption in audio advertising will impact Magnite’s growth in Australia.
- Retail Engagement
- Whether in-store audio networks can sustain high engagement levels for advertisers.
- Competitive Dynamics
- How Magnite’s expansion into retail audio will affect competitors in the programmatic space.
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