Magnetic

A mid-tier DSP differentiated by intent data, particularly strong in automotive and retail verticals before acquisition by Zeta Global.

Magnetic was a New York-based advertising technology company that specialized in intent-based audience targeting and programmatic advertising. Founded in 2009, the company built its platform around the concept of capturing and activating consumer purchase intent signals — leveraging behavioral data from search queries, browsing patterns, and other digital touchpoints to help advertisers reach in-market consumers at the right moment. Magnetic's technology combined a demand-side platform (DSP) with data management capabilities, enabling brands and agencies to execute highly targeted programmatic campaigns across display, video, and mobile channels. The company distinguished itself in the competitive DSP landscape by focusing heavily on intent data as a core differentiator, positioning itself between pure-play DSPs and data providers. Magnetic served a range of clients including major brands, agencies, and automotive advertisers, with automotive being a particularly strong vertical for the company. Its platform allowed advertisers to identify consumers actively researching purchases and serve them relevant ads across the open web, making it a compelling solution for performance-driven marketers. On September 10, 2018, Deloitte acquired Magnetic's artificial intelligence platform business in a deal that expanded Deloitte Digital's marketing-tech and customer-data capabilities. Magnetic's intent-data and AI assets were integrated into Deloitte's broader Digital practice. The Magnetic brand was retired and the company no longer operates as a distinct independent entity. (Note: Magnetic was NEVER acquired by Zeta Global — a hallucinated AI summary previously asserted this; corrected s269b 2026-05-22.)