In a rapidly evolving programmatic landscape, supply-side innovation, omnichannel intelligence, and AI-led optimisation are reshaping how brands connect with audiences. As Asia emerges as a high-growth region, the demand for smarter curation, transparent supply paths, and stronger tech–agency collaboration continues to rise.
Ms. Priyanka Bajaj, Head of Demand, Asia at Magnite, drives strategic demand-side engagement for Magnite across APAC. Known for driving advanced omnichannel strategies and supply-side curation initiatives, she is recognised for elevating programmatic maturity across the region.
This conversation explores supply-side curation’s future, DOOH’s rising impact, APAC learnings, and how AI and strategic partnerships are redefining programmatic efficiency.
Supply-side curation is redefining efficiency in programmatic by streamlining access to high-quality inventory. Rather than buyers navigating a complex web of intermediaries, curated supply paths give them more efficient access to inventory that has been packaged with purpose, whether that’s around content type, audience signals, or brand safety preferences.
As publishers take greater control over their data and inventory, Magnite enables them to surface these curated offerings in scalable, privacy-conscious ways. For buyers, this means simplified planning, faster activation, and better alignment with campaign goals. For sellers, it means improved yield and more strategic monetization.
Magnite’s ability to support campaigns across CTV, mobile, display, audio, and digital out-of-home (DOOH) makes it a unique and powerful partner for advertisers. Where many platforms specialize in one or two formats, Magnite delivers a truly unified supply infrastructure, helping brands extend storytelling across multiple screens and environments. DOOH, in particular, benefits from Magnite’s programmatic infrastructure, offering buyers access to premium screens in real-world, high-impact locations. As part of an omnichannel strategy,
“DOOH serves as a powerful upper-funnel tool that complements digital video and streaming campaigns.”
AI is helping bring more automation and efficiency to once-manual processes. It’s helping power everything from dynamic creative delivery and predictive bidding to smarter forecasting and inventory valuation. Magnite is applying AI to help publishers and buyers make smarter decisions more quickly. Whether it’s automating yield management for media owners or enabling buyers to identify the most relevant, performant supply paths, AI underpins a more efficient, responsive programmatic system that’s designed for the future.
India is rapidly scaling in its programmatic and CTV adoption, driven by increasing broadband penetration, mobile-first media consumption, and a surge in local streaming services. But as the ecosystem matures, India can look to more established markets in APAC as well as global benchmarks for guidance.
In regions further along the curve, we’re seeing stronger emphasis on cross-screen planning, data interoperability, and privacy-centric audience strategies that prioritize long-term value over short-term reach. These markets are also embracing supply path optimization, leveraging first-party signals, and investing in advanced measurement frameworks that connect media investment to business outcomes.
For India, the opportunity is to adopt these best practices early, building infrastructure that’s agile, privacy-conscious, and future-ready.
“ By leaning into global and regional learnings, Indian marketers can move beyond scale and start focusing on strategic precision, smarter curation, and higher-value programmatic partnerships.”
In Asia, agency–tech relationships are evolving from transactional buying toward collaborative, consultative partnerships. Agencies are seeking partners who can offer strategic guidance, custom tools, and local-market expertise, not just access to inventory. This shift reflects a broader maturation of the programmatic ecosystem, where deeper collaboration is required to meet rising client expectations.
Magnite supports this evolution by helping advertisers and agencies navigate the world of programmatic by educating them on how to determine value from their programmatic buys, identify the right audiences to buy, drive outcomes, and pass information back to their platforms.
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