Magnite Inc. (NASDAQ: MGNI) announced a partnership with NOVA Entertainment that will allow advertisers to buy programmatic access to the Nova Retail Network’s in‑store audio inventory across Australia. The network delivers curated audio content and advertising to shoppers in retail locations, reaching millions of consumers at the point of purchase.
Under the agreement, brands can activate audio inventory on the Nova Retail Network through Magnite’s platform, creating a new channel for real‑time retail engagement. The partnership adds a fresh inventory source to Magnite’s programmatic sales and extends its reach into the growing in‑store audio market.
Magnite’s Q4 2025 earnings provide context for the strategic significance of the deal. The company reported revenue of $205 million, a 6% year‑over‑year increase, and GAAP net income of $123 million, largely driven by a one‑time tax benefit. Non‑GAAP earnings per share were $0.34, unchanged from the prior year. CTV accounted for 43% of revenue and grew 20% YoY, while the DV+ segment, which includes digital video, declined 1% YoY. The shift toward CTV dominance aligns with the company’s focus on high‑margin, high‑growth inventory.
The partnership taps into broader industry trends. In 2025, 72% of Australian audio buyers used programmatic channels, and the retail media network sector is expanding as brands seek to reach consumers at the point of purchase. By adding in‑store audio inventory, Magnite positions itself to capture demand from advertisers looking for immersive, location‑based experiences.
Strategically, the deal diversifies Magnite’s inventory mix beyond CTV and digital video, strengthens its APAC footprint, and provides a new revenue stream that complements its existing programmatic offerings. Management highlighted CTV as a foundational growth area while acknowledging headwinds in the DV+ segment. The audio partnership is viewed as a tailwind that supports the company’s broader expansion into programmatic audio and retail media.
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