Free whiteglove setup from a ConsentStack Concierge
Magnite

Magnite

Supply-side platform formed by the merger of Rubicon Project and Telaria. Magnite connects publishers to programmatic ad buyers for display, video, and CTV inventory. The Magnite script participates in header bidding auctions and sets cookies to sync user identifiers with demand partners.

Back to Vendor Library

Overview

Magnite (formerly Rubicon Project + Telaria) is one of the largest independent supply-side platforms (SSPs) connecting publishers to programmatic ad buyers. It handles display, video, and connected TV ad inventory through real-time bidding auctions.

What This Script Does

The Magnite script participates in header bidding auctions by sending bid requests to Magnite's ad exchange on page load. It sets cookies to sync user identifiers with demand-side platforms and ad exchanges. The script transmits page context (URL, content categories), user identifiers (cookie IDs, device data), and available ad inventory specifications to Magnite's servers. Multiple third-party cookie sync pixels fire to match user identities across Magnite's network of advertising partners. Winning bids result in ad creative being loaded into ad slots on the page.

Consent & Compliance

Magnite is a marketing tool — specifically programmatic advertising infrastructure. It processes personal data (cookie IDs, IP addresses, browsing context) for ad targeting and auction purposes. Under GDPR/ePrivacy, Magnite requires explicit opt-in consent. It is a member of the IAB TCF and supports the Transparency and Consent Framework for signaling consent to demand partners. Under CCPA, the sharing of user identifiers with advertising partners constitutes a sale of personal information.

Should You Block This Without Consent?

Yes. Magnite is programmatic ad exchange infrastructure that shares user data with advertising partners. It must be blocked until the user consents to marketing/advertising cookies.

Is Magnite GDPR compliant?

Magnite typically loads marketing trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So Magnite can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads Magnite, not on Magnite itself.

Visit website

Consent Categories

Marketing

Also Known As

MagniteRubicon ProjectTelariasupply-side platformheader bidding SSPprogrammatic advertising

Industries

Programming and Developer SoftwareComputers Electronics and Technology

Tracked Domains (1)

Magnite's trackers are very common, seen on about 16% of the sites ConsentStack has scanned. Scan your own site to see which of these are firing before consent.

rubiconproject.comMarketing

rubiconproject.com is a marketing domain operated by Magnite, used to serve ads, build audiences, and measure ad conversions. Seen on about 16% of scanned sites.

Frequently Asked Questions

Related Vendors

Bing Ads
Bing Ads
Microsoft Advertising (Bing Ads) is the advertising platform for search campaigns on Bing, Yahoo, and partner networks. The Universal Event Tracking (UET) tag fires on advertiser sites to record conversions and build remarketing audiences. Data flows into the Microsoft Advertising dashboard for campaign reporting and bid optimization.
Microsoft
Microsoft
Runs Clarity (session recording and heatmaps), the Microsoft Advertising UET tag (conversion tracking), and Bing's remarketing pixel. Clarity injects a recording script that captures mouse movements, clicks, and rage clicks. The UET tag fires conversion events to tie ad clicks to on-site actions across Microsoft's ad network.
LiveRamp
LiveRamp
Marketing attribution and identity resolution platform that enables publishers and advertisers to recognize users without cookies. LiveRamp's Authenticated Traffic Solution script captures hashed email identifiers and resolves them to RampIDs for cross-site audience matching and campaign attribution.
The Trade Desk
The Trade Desk
Demand-side platform used by advertisers to buy programmatic display, video, and connected TV inventory. The Trade Desk's Universal Pixel fires on advertiser sites to track conversions and build first-party audiences. The Unified ID 2.0 script may also be present to establish a privacy-preserving identity token for cross-site audience matching.
Facebook
Facebook
Meta's ad and measurement platform, widely embedded on non-Facebook websites via the Meta Pixel. Tracks page views, purchase events, and custom conversions to power retargeting campaigns on Facebook and Instagram. Uses cookies and browser fingerprinting to build audience profiles across the web.
PubMatic
PubMatic
Supply-side platform for programmatic video and display advertising. PubMatic connects publishers to demand-side buyers via header bidding auctions. The PubMatic script participates in Prebid.js auctions and syncs user IDs across its network for audience-targeted ad serving.

Manage consent for Magnite

ConsentStack automatically detects and manages Magnite trackers so your site stays compliant with global privacy regulations.

Get started free