Magnite Adds A Data-Quality Layer To Its CTV Inventory | AdExchanger

Thursday, June 18th, 2026 – 8:30 am

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Every time an ID hops from platform to platform, it gets less accurate – and in programmatic, there are a heck of a lot of hops.

Against that backdrop, Magnite just rolled out a new integration with data validation provider Truthset on Thursday that pipes Truthset’s Data Rated Audience directly into the SSP to help buyers and sellers more accurately reach their target audiences across CTV, mobile and the open web.

Having direct access to Truthset’s data will help improve match rates across different channels, which is a priority for advertisers, Truthset CEO Scott McKinley told AdExchanger, adding that data gets gradually “watered down” as it passes from platform to platform through the ad tech supply chain.