SpotX

Was one of the largest independent video-focused SSPs globally before being absorbed into Magnite, the largest independent sell-side advertising platform

SpotX was a prominent video advertising platform and supply-side platform (SSP) that established itself as one of the most significant players in programmatic video and connected TV (CTV) advertising. Founded in 2007 and originally known as SpotXchange before rebranding to SpotX, the company built a robust marketplace connecting publishers with premium video advertising demand across desktop, mobile, and OTT/CTV environments. SpotX was owned by European media giant RTL Group prior to its acquisition, and its technology was widely regarded as best-in-class for video monetization at scale. In April 2021, Magnite completed its acquisition of SpotX from RTL Group for approximately $1.17 billion, one of the largest deals in programmatic advertising history at the time. The acquisition was strategically motivated by Magnite's ambition to dominate the CTV and streaming advertising space, combining SpotX's deep video and OTT expertise with Magnite's existing SSP infrastructure. The deal significantly expanded Magnite's footprint in the rapidly growing streaming video market and positioned the combined entity as the largest independent sell-side advertising platform globally. Following the acquisition, SpotX's technology and team were integrated into Magnite's streaming business unit. The SpotX brand was retired as Magnite consolidated its offerings, with the streaming technology eventually evolving into what became Magnite's SpringServe-branded product suite by April 2025. SpotX's legacy endures through the foundational video advertising infrastructure it contributed to Magnite's platform, which continues to serve publishers and streaming services monetizing video content programmatically.