• by Ray Schultz , February 9, 2025

X, the former Twitter, has added Magnite to its list of programmatic advertising vendors. 

Like Google and PubMatic, Magnite will be a third-party seller of the ad inventory on X, Business Insider reports.  

“The partnership is significant for Magnite, which holds a substantial portion of the US market share among supply-side platforms (SSPs), as per Pixalate's analytics,” Investing.com writes. “The deal with X is poised to provide advertisers with more control over their media buys, including the choice to include or exclude X's inventory from their selections.”

The arrangement takes effect as X owner Elon Musk is working with Donald Trump to cut programs and government spending. 

In November 2024, X designated supply-side platform PubMatic as an authorized seller of ads on X.