Magnite

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.