New York Times Deepens In-App Ad Push with Magnite Partnership

Event summary

  • New York Times Advertising and Magnite expanded their collaboration to make Magnite’s DV+ the preferred platform for private marketplace deals for The New York Times’s mobile in-app ad supply.
  • The New York Times has doubled its app audience over the last 2 years, reaching tens of millions of unique visitors weekly.
  • The Times's rare combination of massive audience scale and industry-leading performance has contributed to a growth in CTR of nearly 19% YoY.
  • Magnite continues to expand its in-app focus, working with premium mobile publishers to help buyers navigate the evolving in-app landscape.

The big picture

This collaboration underscores the growing importance of in-app advertising as audiences spend more time in premium app environments. The shift towards AI-powered search is driving publisher traffic to more intentional means of content discovery, making in-app ad supply a critical asset for marketers. The New York Times’s investment in its app environments, coupled with Magnite’s technology, positions both companies to capitalize on this trend.

What we're watching

In-App Growth
How the projected 24% growth in mobile in-app advertising by 2027 will impact Magnite’s strategic focus and The New York Times’s ad revenue.
Audience Engagement
Whether The New York Times can sustain its 19% YoY growth in CTR as it continues to invest in app environments and introduce new features.
Programmatic Buying
The pace at which Magnite can expand its relationships with programmatic buyers to ensure campaigns run in safe, targetable, and measurable environments.