New York Times Advertising and Magnite Enter Strategic Collaboration for In-App Supply
MWN-AI** Summary
On February 11, 2026, The New York Times Advertising and Magnite announced a strategic collaboration aimed at enhancing the mobile in-app advertising landscape. Under this partnership, Magnite’s DV+ platform will become the preferred channel for private marketplace deals encompassing The New York Times’ mobile advertising supply. This initiative allows advertisers to engage with premium audiences in trusted environments, reflecting a growing trend in mobile in-app advertising which is projected to rise by 24% by 2027, according to eMarketer.
As digital consumption shifts, with audiences spending more time in premium app contexts, Magnite aims to facilitate safe and measurable advertising experiences. The collaboration positions marketers to connect with highly engaged users through The New York Times app, which has already doubled its audience in the last two years by introducing innovative features such as the video-centric 'Watch' tab and curated panels.
Both organizations emphasize the importance of delivering valuable advertising solutions that align with audience needs. Courtney Glaze, Vice President of Revenue Operations at The New York Times Advertising, highlights the seamless integration of content types within its app and how the collaboration with Magnite will bolster meaningful advertiser-reader connections.
Conversely, Ashley Wheeler, Senior Vice President at Magnite, notes the strategic value of The New York Times app, asserting it provides a premium environment essential for marketers in the evolving digital landscape. Together, they aim to leverage their combined strengths to ensure advertisers can efficiently reach their desired audiences during critical engagement moments, capitalizing on The Times's substantial reach and performance, evidenced by a nearly 19% increase in click-through rates year-over-year.
MWN-AI** Analysis
The strategic collaboration between New York Times Advertising and Magnite highlights a significant shift in the advertising landscape, particularly within mobile in-app ecosystems. As both companies advance into an era of enhanced digital engagement, this partnership positions them to leverage the rapidly growing mobile advertising market, which is expected to grow by 24% by 2027 according to eMarketer.
Investors seeking opportunities in this space should consider the implications of this collaboration. New York Times Advertising has a well-defined and loyal subscriber base that engages deeply with its app content. By integrating Magnite’s DV+ platform, The Times not only enhances the advertising effectiveness within its mobile environment but also provides advertisers with a secure and targeted means of reaching audiences. This is vital in an age where user safety and ad quality are paramount.
Furthermore, the introduction of features like the video-forward 'Watch' tab and curated lifestyle panels is indicative of The Times's commitment to innovation and user engagement. This initiative, coupled with a 19% year-over-year growth in click-through rates (CTR), underscores the effectiveness of their advertising strategies tailored for premium audiences.
For potential investors in Magnite (NASDAQ: MGNI), this collaboration signifies a robust growth trajectory as the company continues to expand its in-app advertising footprint. Recognizing that programmatic advertising is becoming increasingly essential, especially in premium contexts, Magnite’s relationships with respected programmatic buyers position it well to capitalize on the anticipated growth in this segment.
In summary, both New York Times Advertising and Magnite present compelling investment propositions as they redefine engagement paradigms within the advertising sector. Their ability to combine premium content with advanced technology could yield substantial returns as they adapt to evolving consumer behaviors and market demands. Investors should closely monitor this partnership's progress as it could set a benchmark for success in the in-app advertising domain.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
NEW YORK, Feb. 11, 2026 (GLOBE NEWSWIRE) -- New York Times Advertising, the award-winning advertising team within The New York Times, and Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, today announced an expanded collaboration to make Magnite’s DV+ the preferred platform for private marketplace deals for The New York Times’s mobile in-app ad supply. The collaboration enables advertisers to connect with premium audiences across trusted in-app environments across The New York Times portfolio and achieve meaningful advertising campaign outcomes.
According to EMARKETER, mobile in-app advertising is projected to grow 24% by 2027 as audiences spend more time in premium app environments and AI-powered search shifts publisher traffic to more intentional means of content discovery. Magnite continues to expand its in-app focus, working with premium mobile publishers to help buyers navigate the evolving in-app landscape and ensure campaigns run in safe, targetable, and measurable environments. This strategic collaboration enables marketers to meet highly engaged audiences where they are with direct access to The New York Times’s premium app ad supply across a wide range of consumer categories.
The New York Times is accelerating investment in its app environments to deliver a more immersive experience for global audiences. By introducing new features, like its video-forward 'Watch' tab and curated panels including a ‘Lifestyle’ panel, The Times has doubled its app audience over the last 2 years, reaching tens of millions of unique visitors weekly who represent its most loyal, premium subscriber base. This shift is powering new, deeply ingrained habits—particularly in vertical video—creating an ecosystem where engagement grows across brands. For marketers, The Times's rare combination of massive audience scale and industry-leading performance has contributed to a growth in CTR of nearly 19% YoY.
“We’ve built a world-class New York Times app where our audience moves seamlessly from news to lifestyle content and beyond, and we want to ensure that our advertising strategy reflects this dedication to premium,” said Courtney Glaze, Vice President, Revenue Operations, at New York Times Advertising. “Magnite’s strong relationships with highly respected programmatic buyers and their trusted technology that respects the mobile app experience make them an ideal collaborator as we connect advertisers with our readers in meaningful ways.”
“The New York Times app offers the kind of premium, engaged environment that marketers are finding value in as the open web evolves due to the impacts of AI-driven search,” said Ashley Wheeler, Senior Vice President, DV+ Platform at Magnite. “Together, we’re offering buyers access to The Times’s in-app ad inventory with the control and addressability they need to seamlessly reach their audiences in the moments that matter most.”
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
Media Contact:
Kar Yi Lim
klim@magnite.com
Investor Contact:
Nick Kormeluk
nkormeluk@magnite.com
FAQ**
How might the partnership between The New York Times and Magnite affect the competitive landscape compared to other platforms like Rubicon Project (RUBI) in the private marketplace for mobile in-app advertising?
What strategies are in place to differentiate the New York Times's app ad inventory from that offered by Rubicon Project (RUBI) in terms of audience engagement and campaign performance?
Given the projected growth of mobile in-app advertising, how do Magnite and The New York Times plan to leverage this trend to outpace competitors such as Rubicon Project (RUBI)?
In what ways are The New York Times and Magnite addressing potential challenges posed by competitors like Rubicon Project (RUBI) to ensure a safe and effective advertising environment for their clients?
**MWN-AI FAQ is based on asking OpenAI questions about Rubicon Project (NASDAQ: RUBI).
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