"During Magnite's most recent earnings call in August, CEO Michael Barrett highlighted the CTV industry's growing interest in accommodating small and midsize businesses. "We see the SMB segment exploding over the next three to five years through newer, specialized DSPs like tvScientific, Vibe, Streamr and more," Barrett said at the time. "They'll all need access to premium CTV supply through an integrated ad server and SSP; that's exactly where Magnite is positioned to lead.""
"On Tuesday, Magnite announced it had acquired Streamr.ai, which specializes in developing AI-generated assets for small businesses to use in their CTV campaigns. But Barrett's remarks weren't a hint at the upcoming acquisition, Magnite CPO Adam Soroca told me. Magnite has closely followed Streamr's growth for the last year and a half, but this particular deal (the terms of which have not been disclosed) happened very quickly over the last month."
"To make CTV a $100 billion+ overall business, we need to get millions of new advertisers from search and social into CTV. AI was the missing point that helps them with creative automation and also eases the complexity of media buying. So it's only now that it's easy enough for millions of search and social advertisers to get into CTV."
Magnite acquired Streamr.ai to provide AI-generated creative assets for small and midsize businesses entering connected-TV (CTV) advertising. Magnite positions itself to serve the growing SMB segment that needs access to premium CTV supply via integrated ad server and SSP capabilities. Magnite leadership followed Streamr's growth for 18 months and completed the deal rapidly within a month, with terms undisclosed. Streamr's CEO emphasizes that scaling CTV to a $100 billion-plus market requires moving millions of search and social advertisers into CTV, and that AI-driven creative automation and simplified media buying enable that shift.
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