Magnite, an omnichannel sell-side advertising platform, completed the acquisition of Carbon, a platform that enables publishers to manage audiences in real-time. Financial terms were not disclosed. “We believe seller-defined audiences will be a core part of the future of identity and addressability. CTV sellers have valuable viewer data that makes them well-positioned to create unique first-party data and we expect their demands around addressability to become more pronounced. As it relates to the open web, the likely deprecation of the third-party cookie means publisher-centric identity solutions are foundational to the future of advertising," Adam Soroca, Magnite Chief Product Officer.