Magnite Acquires Nth Party To Make Audience Data Secure

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Magnite said it acquired Nth Party, a startup that is developing cryptographic software to keep audience data secure when it is being shared or analyzed.

Financial terms of the deal were not disclosed.

Also: Magnite Acquires SpringServe for $31 Million

“First-party audience data is becoming increasingly important to the future of advertising. The seasoned Nth Party team will accelerate our existing data activation efforts immensely,” said Adam Soroca, chief product officer at Magnite. “Our teams share the same principles around data compliance and safety, and Nth Party’s approach to handling audience data in a secure and privacy-centric way will continue at Magnite.”

Nth Party’s seven employees, including five engineers, will be reporting to Magnite VP of engineering Robert Lyons, Magnite said.

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“We are excited to join Magnite to scale our efforts within a global company,” said Shereen Shermak, CEO at Nth Party. “By combining our specialized strength in leveraging secure multi-party computation to enhance data privacy with Magnite’s talented team of experts and their first-rate clients, we’ll be able to bring effective audience data solutions to an even larger market.” ■

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.