The news: Magnite and Dentsu are expanding their partnership in the Europe, Middle East, and Africa (EMEA) region to streamline video and connected TV (CTV) capabilities, per a press release.

• The agreement will use Magnite’s SpringServe video platform across markets like the UK and Spain to support Dentsu’s programmatic CTV offering, Total TV.
• It will give Dentsu access to data-rich inventory, enabling more precise and scalable premium CTV and media campaigns in its bid to become a leader in the “algorithmic era” of advertising in EMEA.