Magnite and Databricks Announce New Partnership to Transform Ad Data Activation

Marketers have long struggled to connect their rich audience data with ad platforms quickly and securely. The result has often been slower campaigns, stale data, and missed opportunities.

These obstacles for marketers can be a thing of the past, thanks to Magnite Access Suite available on Databricks Marketplace. Customers now have a direct way to share audience data securely, in real time, and without moving files. Using Delta Sharing, data stays governed within Databricks but is instantly accessible to Magnite for activation.

Why Magnite + Databricks?

Databricks customers often hold large amounts of valuable first-party data: who their customers are, what they buy, and how they engage. Magnite provides access to a wide network of premium publishers and streaming services where ads can be placed, providing 99% of CTV supply coverage and 97% of overall omnichannel supply coverage, according to the latest Jounce Supply Benchmarking Report (Sep 2025). Magnite’s comprehensive coverage in the CTV ecosystem maintains a more than 27% lead over the next company in the study.

Bringing these together means brands and agencies can use the data they already trust in Databricks, and Magnite can match it to the right ad inventory at the right time. The connection is secure, fast, and designed for scale.

Databricks Marketplace is an open marketplace for data, analytics and AI, powered by Delta Sharing. Delta Sharing is Databricks’ open source approach that enables customers to share live data across platforms, clouds and regions with strong security and governance.

Databricks customers can now easily access the top-tier ad inventory, including Connected TV (CTV), online video, and display ads. With Delta Sharing, Databricks customers can bring their audience data directly and safely into Magnite,  eliminating the need to manually copy and export files. This not only saves time, but helps keep data more governed.

Benefits for Databricks customers

This partnership helps customers put their own data to work in advertising, while staying in control of it. This includes:

1. Brands: Brands can re-engage their audiences. A retailer, for example, can share a segment of shoppers who abandoned carts and have Magnite serve ads reminding them of the products they left behind. This increases the chances of recovering lost sales.
2. Agencies can design more sophisticated strategies for multiple clients. They can analyze data securely in Databricks, create new audiences, and share them with Magnite. Agencies also benefit from transparent reporting, showing clients how their data drove campaign outcomes directly.
3. Publishers: Publishers can enrich their inventory with first-party audience data in a secure and privacy-conscious way. As an example, a streaming publisher can onboard subscriber segments into Magnite to create more tailored packages for advertisers, increasing yield while maintaining control over their data.

Understanding customer journey

Here’s how a typical workflow might look for a brand using Databricks and Magnite together:

1. Identify the audience – The brand wants to reach customers who added items to their online carts but never completed checkout.

2. Segment in Databricks – They build a new table in Databricks with anonymous IDs for those customers.

3. Share with Magnite – Using Delta Sharing, the data never leaves Databricks. Instead, Magnite gets a governed, real-time view of the segment.

4. Activate the campaign – Magnite delivers ads to those users across premium spaces, including connected TV, online video, and display.

5. Measure and refine – The brand tracks results back in Databricks, seeing which ads convert and adjusting their campaign with live feedback.

This closed-loop process ensures that every campaign is not just launched, but continuously optimized, turning insights into action and data into revenue.

Getting Started

By bridging the gap between valuable audience data and effective ad activation, the partnership between Databricks and Magnite offers a powerful solution for modern marketers. Interested in transforming your customer data onboarding and activation workflow? Explore the Magnite Data Onboarding listing in Databricks Marketplace today, and discover how to unify marketing data, activate audiences at scale, and optimize campaign outcomes—all in a seamless, integrated workflow.