Aruna Paramasivam

Aruna Paramasivam is a senior product and strategy leader at Magnite, where she drives the company's data and identity roadmap as the programmatic ecosystem navigates the deprecation of third-party cookies. In her role, she oversees the integration of cookieless identity frameworks — including Unified ID 2.0 (UID2) and publisher-provided identifiers (PPIDs) — into Magnite's SSP stack, positioning publishers to maintain addressability and monetization in a privacy-first environment. Her work sits at the intersection of publisher empowerment, data strategy, and identity infrastructure, making her a key figure in how the sell side adapts to signal loss. Paramasivam's career has been rooted in the data and identity layers of programmatic advertising, with experience spanning product development and go-to-market strategy for audience and identity solutions. At Magnite, she has been instrumental in building out partnerships and technical integrations that allow publishers to activate their first-party data at scale, a capability increasingly critical as the industry shifts away from cookie-based targeting. She is recognized within the AdTech community as a practitioner deeply focused on the practical mechanics of identity resolution on the sell side — a perspective that is often underrepresented relative to buy-side identity narratives. Her work helps define how SSPs can serve as trusted data infrastructure partners for publishers in the post-cookie era.

Last updated Jun 24, 2026 by ATDb automated enrichment · Connections updated Jun 29, 2026