X partners with Magnite to boost programmatic ad sales

X has partnered with adtech company and supply-side platform (SSP) Magnite, to help boost programmatic ad sales on the social media platform. 

The social media platform hopes that the deal with Magnite can help attract more advertisers who previously avoided X and fill unsolved inventory, though likely at lower prices with revenue-sharing.

This partnership follows previous deals with Google and PubMatic, both of which are official third-party sellers of X’s ad inventory. Before Elon Musk’s takeover in 2022, X only sold ads directly and didn’t work with third-party ad tech vendors. 

X also previously partnered with InMobi but the multinational tech company hasn’t offered ads on X for over a year. 

Many advertisers have pulled spending on X after Musk’s takeover due to policy changes and content moderation shifts. Revenue on the platform continues to decline, falling by 28% in ad revenue in the US last year.

Currently, Musk is suing 11 advertisers , including the WFA, CVS, Twitch, Lego, Nestlé, Tyson Foods, and more, accusing them of conspiring to boycott advertising on the X platform. 
 

The story first appeared on Campaign's sister title Performance Marketing World.