Magnite releases publisher playbook for diverse media growth

Magnite announced the release of its Project MINT Publisher Playbook on October 17, 2025, delivering a comprehensive framework designed to help minority-owned and independent publishers overcome systemic barriers in programmatic advertising. The initiative addresses a fundamental challenge in digital media: while 75% of global consumers say a brand's commitment to diversity, equity, and inclusion influences purchase decisions according to Kantar, the majority of media budgets still flow to legacy conglomerates and digital giants.

Meta, Amazon, and Alphabet now command over 70% of incremental ad spend—a level of market concentration that led the U.S. Department of Justice to charge Google with violating antitrust law. This concentration restricts consumer choice and limits the long-term health of the open internet, particularly for minority-owned publishers who serve loyal, niche, and underrepresented communities but struggle to access infrastructure, technical support, and scaled demand channels available to larger organizations.

As the world's largest independent sell-side advertising platform, Magnite launched Project MINT (Magnite Inclusive Inventory) to connect advertisers with representative, high-value media while providing minority-owned publishers with tools to succeed. The playbook delivers strategies for publishers at all stages, from onboarding and technical enablement to monetization and audience development.

Technical infrastructure requirements

The playbook outlines three fundamental steps for publishers entering programmatic advertising. First, publishers must identify their business model—whether they operate owned and operated (O&O) properties or function as representative networks. This distinction impacts which technology partners and monetization strategies prove most effective.

Second, publishers need to select an ad server, which serves as the cornerstone of the monetization stack. An ad server manages, prioritizes, and delivers ads across inventory while providing visibility into performance and yield. For programmatic publishers, the ad server plays a critical role in making inventory available to SSPs in a transparent manner, supporting header bidding and unified auction frameworks, and enabling campaign trafficking.

Third, publishers must establish connections with supply-side platforms. The industry has shifted toward Supply Path Optimization, with monetization performance depending on quality rather than quantity of partners. The playbook recommends consolidating around three to five trusted SSPs to provide clearer reporting, reduce fee duplication, and limit auction complexity.

Magnite's DV+ and SpringServe platforms offer over 3,000 direct integrations, 95% of which are fully direct—minimizing hops, improving speed, and maximizing revenue capture. Magnite merged its ad server with SSP technology in April 2025, streamlining connections between publishers and advertisers by eliminating redundant steps in the supply chain.

Readiness checklist and publisher segments

The playbook provides a detailed readiness checklist for platform conversations. Publishers should prepare information about their business model and structure, monthly ad requests, existing demand relationships, traffic breakdown by format, domain lists, app bundles, and URLs. Quality details prove essential, including ads.txt and sellers.json files for transparency and compliance, plus documentation of brand safety and fraud prevention tools like GOEdge, Confiant, Human Security, or DoubleVerify.

Integration preferences matter as well, including whether publishers use client-side Prebid or server-side header bidding. The document outlines three publisher segments with tailored strategies. Early-stage DV+ publishers face limited internal resources and unfamiliarity with ad-serving infrastructure but can fast-track onboarding with foundational tools. Their actionable checklist includes setting up an ad server, establishing connections with one or two trusted SSPs, and implementing essential transparency files.

Mid-sized publishers confront limited reporting and optimization capabilities plus difficulty scaling revenue across fragmented demand sources. Opportunities exist to expand monetization through header bidding, Private Marketplace deals, and deeper analytics. Their checklist involves optimizing ad server configuration, implementing Prebid, establishing PMP deals, and deploying analytics tools.

Streaming publishers struggle with limited demand access in a fragmented CTV landscape and difficulty optimizing performance at scale. Connected TV advertising continues experiencing rapid growth, with CTV's share of media budgets projected to double from 14% in 2023 to 28% in 2025. Streaming publishers can leverage AI-powered tools, use advanced analytics for audience segmentation, implement frequency capping, and partner with SSPs that specialize in streaming.

Case study performance metrics

DangerTV demonstrates the playbook's practical application. The minority-owned publisher initially found success as a niche player on mobile platforms like Snapchat, gaining a robust audience among young men aged 18 to 34, particularly African American and Hispanic viewers. Short-form content proved costly to scale, with CPMs significantly lower than long-form, constraining revenue growth.

DangerTV transitioned from short-form Snapchat videos into long-form content via free ad-supported streaming television channels, catalyzed by a partnership with Samsung TV Plus. Leveraging Magnite's infrastructure, DangerTV accessed backend demand facilitation, account management support, and sales training. Integration with SpringServe proved instrumental in helping DangerTV efficiently scale its inventory, enabling the publisher to balance direct deals and auction-based programmatic sales.

The publisher achieved 41% year-over-year growth in FAST revenue, comparing 2024 to 2023. Distribution expanded with launches of DangerTV Latino on The Roku Channel and DangerTV flagship channels on DIRECTV and Amazon Prime, with additional platforms planned. CEO Javier Saralegui received the 2024 Rafael Eli Award for Executive Pioneer in Hispanic Television. Saralegui emphasized audience knowledge: "We knew our audience and also where and how they were watching."

Strategic partnerships with FAST platforms like Samsung TV Plus and SSPs like Magnite dramatically accelerated scalability. DangerTV focused on a few key partners capable of helping them monetize the emerging CTV space. The publisher combines direct and auction-based deals, facilitated by dedicated sales personnel trained in Magnite's resources. "To grow, you have to continue to make the calls and build the relationships," Saralegui stated.

Fuse Media's market positioning

Fuse Media presents another instructive case. The Latino-owned global entertainment company leads in creating and distributing inclusive, purpose-driven stories and experiences for culturally diverse young adults. Despite sophisticated operations, Fuse Media faced an awareness challenge rather than an audience problem. Many marketers and media buyers are still learning that independent CTV platforms like Fuse Media offer the same programmatic power, transactional flexibility, and precision targeting as industry giants.

Jeff Stover, Vice President of Integrated Sales at Fuse Media, explained: "Eighty percent of streaming comes from five or six sources—we're the minnows in a big pond. To compete, we outpunch our weight class and lean into the tools and technology that give us an edge." Fuse Media met this challenge by leaning into CTV early, becoming the first SSP-supported network to launch diverse FAST channels like Shades of Black, Latino Vibes, El Rey Rebel, and OUTtv Proud.

Working with Magnite provided more than access—it provided an edge. Magnite supplied backend support, publisher training, education, and ad tech infrastructure that empowered Fuse to optimize and monetize across programmatic channels, offer transactional flexibility via PMPs and direct deals with contextual or audience-based targeting, and operate outside walled garden constraints while offering buyers a flexible and transparent path to reach high-value audiences.

From 2021 to 2024, Fuse Media's FAST offering grew to seven owned and operated FAST channels and over 30 FAST channels through Culture Collective, all fully distributed across top OEM platforms spanning more than 30 distribution platforms. Culture Collective represents the largest diverse-owned and diverse-focused media supply in the CTV space. Between Fuse Media's suite of channels and premium partner channels totaling over 20 brands, their scale reaches audiences where they are and produces data-driven results.

The publisher reaches 52 million unique multicultural viewers per month in the United States, shifting its perception from niche to essential. Fuse Media attracts a young, engaged audience with 52% female and 48% male composition, 61% in the 18 to 49 demographic with a median age of 33, and curated channels dedicated to authentically reaching Black, Hispanic, and LGBTQ+ audiences. The company significantly boosted monetization through a combination of programmatic, PMP, and direct dealmaking, enabled by Magnite's infrastructure.

Industry context and challenges

Emily Kennedy, SVP of programmatic partnerships at Dentsu Media US, noted that traffic filtering disproportionately impacts diverse-owned media companies: "Minority-owned publishers and content providers get filtered out because they often don't generate enough bid volume or are forced to use multiple technology connections." This filtering extends beyond minority-owned properties to any specialized inventory.

Marc Pritchard, chief brand officer of Procter & Gamble, said at the 2021 ANA Multicultural Marketing and Diversity Conference: "The industry is losing a tremendous opportunity in marketing potential. We can't separate the multicultural market from the rest. Multicultural marketing is mainstream marketing. We live in a diverse nation. One look doesn't fit all."

DangerTV echoes that sentiment, emphasizing the need for the industry to better recognize the value of diverse audiences—particularly when reached in high-quality, contextually relevant environments. "These audiences aren't just important—they're profitable and still under-indexed," Saralegui said. "With Magnite, we've got the same capabilities as the big guys. In CTV, it's finally a level playing field."

Fuse Media believes the path forward isn't just about representation—it's about smart business. Multicultural audiences aren't a niche; they're the mainstream. Yet they remain underrepresented in media buying strategies. As the U.S. population continues to shift demographically, the industry must move beyond surface-level inclusion and invest meaningfully in the platforms serving these audiences.

"At major conferences, multicultural and minority audiences barely get a mention—unless it's at a diversity-specific event," Stover said. "But the writing's on the wall: this is the fastest-growing audience out there, and brands need to know how to reach them."

Building buy-side relationships

The playbook provides practical strategies for publishers building relationships with advertisers and agencies. Publishers should identify and connect with key buyers by focusing on media planners, programmatic buyers, and investment leads at agencies. These roles most likely influence which inventory makes it onto plans. LinkedIn searches for buyers at holding companies like Publicis, WPP, and Omnicom prove valuable starting points.

Attending industry events like AdExchanger Programmatic I/O, IAB NewFronts, and Digiday Publishing Summit offers networking opportunities with buyers and decision-makers. Cold outreach works best when tailored, with brief introductions, links to media kits, and compelling reasons the audience proves valuable. Even when monetizing primarily through SSPs, direct relationships with buyers can elevate visibility within DSPs.

Publishers aren't trying to beat larger publishers at their game—they're offering something unique. Highlighting niche audiences, high engagement, or first-party data capabilities distinguishes inventory. Well-packaged media kits with insights, case studies, and clear brand safety credentials help publishers stand out.

The Prebid and publisher community provides support, with small and mid-sized publishers often facing similar challenges. Connecting with others in Prebid community forums, IAB small publisher forums, or Slack groups enables sharing learnings and referrals.

Technical specifications and resources

The playbook includes a comprehensive glossary defining key terms. An ad exchange functions as a digital marketplace enabling real-time buying and selling of advertising inventory between publishers and advertisers. Ad servers deliver and manage ads on behalf of publishers, making inventory available for monetization. SSPs help publishers optimize and sell inventory by connecting it with demand sources like exchanges and DSPs.

DSPs enable advertisers to purchase inventory programmatically, using data and targeting tools to reach specific audiences at scale. Header bidding represents a programmatic technique enabling publishers to offer ad inventory simultaneously to multiple SSPs or ad exchanges, maximizing revenue through competition. Private Marketplaces operate as exclusive, invitation-only digital ad marketplaces where premium publishers make inventory available to select buyers.

Real-time bidding executes as an automated auction-based buying process for digital ad inventory, occurring instantaneously as webpages or apps load. Sellers.json provides a publicly accessible file offering transparency about entities involved in selling digital ad inventory, complementing ads.txt to combat fraud. Supply Path Optimization describes the process advertisers use to streamline buying paths, eliminating inefficient SSPs or redundant connections while reducing costs and increasing transparency.

Additional resources include Magnite University, which offers comprehensive courses covering fundamental and advanced aspects of programmatic advertising to strengthen publishers' expertise. Prebid.org provides open-source tools, community-driven guidance, and best practices for implementing header bidding and improving programmatic performance. Publishers can connect directly with the Project MINT team for personalized guidance or support to advance programmatic strategy and explore tailored growth opportunities.

Market significance for advertisers

The announcement comes as 72% of marketers plan to increase their programmatic advertising investment in 2025, marking a significant rise from 62% in 2024. Connected TV emerges as a dominant force, with its share of media budgets projected to double from 14% in 2023 to 28% in 2025.

Magnite has strengthened its position through strategic partnerships, including Best Buy selecting Magnite as its exclusive SSP and curation partner in September 2025. The company unified curation and activation within its ClearLine platform on October 1, 2025, enabling buyers and curators to discover, package, and activate inventory across premium omnichannel footprint.

Diverse audiences show high CTV adoption rates, with 94% to 97% of Black Americans, Hispanic Americans, Asian Americans, and LGBTQ+ Americans owning internet-connected televisions. The research, conducted by LG Ad Solutions in June and July 2025, found that representation in content and advertising proved crucial for engagement, with 70% to 85% of respondents across groups more likely to watch accurately representative content.

The Project MINT Publisher Playbook provides a roadmap for leveling the playing field, enabling diverse publishers to grow, monetize, and thrive within the programmatic supply chain. By expanding access, investment, and visibility for diverse publishers, the initiative supports a more vibrant and equitable media landscape where every voice has a chance to thrive.

Timeline

• 2021 – Marc Pritchard emphasizes multicultural marketing importance at ANA conference
• 2023 – CTV advertising represents 14% of media budgets
• 2024 – DangerTV achieves 41% year-over-year FAST revenue growth; Javier Saralegui receives Rafael Eli Award
• 2021-2024 – Fuse Media FAST offering grows to 7 O&O channels and 30+ channels through Culture Collective
• April 23, 2025 – Magnite merges ad server with SSP technology in unified SpringServe platform
• May 2025 – Magnite dominates CTV market with 99% supply coverage
• June-July 2025 – LG Ad Solutions conducts diversity studies examining 1,700+ CTV viewers
• July 16, 2025 – Publishers implement bid throttling strategies to combat programmatic waste
• September 10, 2025 – LG Ad Solutions releases comprehensive diversity studies
• September 19, 2025 – Best Buy selects Magnite as exclusive SSP and curation partner
• October 1, 2025 – Magnite unifies curation and activation within ClearLine platform
• October 8, 2025 – Digital News Publishers Association adopts Magnite Access
• October 17, 2025 – Magnite releases Project MINT Publisher Playbook
• 2025 projected – CTV advertising share doubles to 28% of media budgets; 72% of marketers plan increased programmatic investment

Summary

Who: Magnite, the world's largest independent sell-side advertising platform, created the Project MINT Publisher Playbook for minority-owned and independent publishers. Case studies feature DangerTV, led by CEO Javier Saralegui, and Fuse Media, with Jeff Stover as Vice President of Integrated Sales.

What: A comprehensive 16-page publisher playbook providing strategies to scale diverse media in the programmatic supply chain. The document delivers technical guidance on ad servers, SSP selection, header bidding implementation, and monetization optimization. Content includes readiness checklists, publisher segment strategies, two detailed case studies, buy-side relationship building tactics, and a technical glossary with 15 key terms.

When: Released October 17, 2025, following DangerTV's 41% year-over-year FAST revenue growth from 2023 to 2024 and Fuse Media's expansion from 2021 to 2024. The initiative comes as 72% of marketers plan to increase programmatic advertising investment in 2025, with CTV budgets projected to double from 14% to 28% of total media spending.

Where: The playbook addresses the U.S. programmatic advertising ecosystem, where Meta, Amazon, and Alphabet command over 70% of incremental ad spend. DangerTV operates across platforms including Samsung TV Plus, The Roku Channel, DIRECTV, and Amazon Prime. Fuse Media reaches 52 million unique multicultural viewers monthly across over 30 distribution platforms.

Why: The initiative addresses systemic barriers preventing minority-owned publishers from accessing infrastructure, technical support, and scaled demand channels available to larger organizations. While 75% of global consumers say brand commitment to diversity influences purchase decisions according to Kantar, most media budgets still flow to legacy conglomerates. Minority-owned publishers serve loyal, niche, and underrepresented communities but face disproportionate filtering due to insufficient bid volume or multiple technology connections, as Emily Kennedy from Dentsu Media US noted. The playbook provides tools to compete at scale in an increasingly competitive CTV marketplace where diverse audiences show 94% to 97% connected TV device ownership yet remain underrepresented in media buying strategies.