Best Buy partners with Magnite to scale programmatic advertising reach

Shopper electronics retailer Finest Purchase has chosen Magnite as its unique supply-side platform and curation associate to increase programmatic entry to its promoting stock. The partnership, introduced September 19, 2025, goals to develop Finest Purchase Advertisements’ scale throughout onsite and offsite channels whereas offering companies and patrons with programmatic entry to the retailer’s buyer information and promoting alternatives.

Finest Purchase’s media arm handles over two billion buyer interactions yearly throughout on-line, in-store, and in-home touchpoints. Based on the announcement, these interactions come from practically 80% of the US grownup inhabitants, creating a considerable promoting footprint for manufacturers in search of to succeed in electronics customers.

The partnership represents a big growth within the quickly increasing retail media sector. Recent industry research shows retail media networks will exceed $300 billion by 2030, representing 20% of global advertising revenue, as retailers acknowledge the income potential of their buyer information and digital properties.

Focusing on high-intent customers with first-party information

Finest Purchase operates 600 shops throughout the USA and maintains relationships with over 600 manufacturers by way of its media enterprise. The retailer enriches its buyer information with 15,000 distinctive attributes, enabling focused campaigns throughout a number of channels. This information infrastructure helps Finest Purchase’s means to ship precision promoting to shoppers actively researching and buying electronics.

The Magnite partnership will open programmatic entry to each owned and operated stock in addition to offsite placements. Beforehand, a lot of Finest Purchase’s premium promoting stock required direct gross sales relationships or specialised platforms. Now, companies and demand-side platforms can entry this stock by way of commonplace programmatic channels.

Based on the partnership announcement, Finest Purchase Advertisements can tie 93% of all transactions to buyer IDs throughout in-store, app, and on-line purchases. This transaction transparency allows performance-oriented promoting that extends past conventional digital metrics to precise buy conduct. The extent of attribution functionality distinguishes retail media from conventional writer promoting, the place buy correlation stays difficult to determine.

Extending attain by way of Linked TV curation

The partnership will leverage Magnite SpringServe expertise to allow programmatic entry to Finest Purchase’s curated stock by way of deal IDs. This method permits advertisers to succeed in Finest Purchase clients exterior of Finest Purchase-owned properties whereas sustaining alignment with model and shopper information.

Linked TV represents a key growth space for the partnership. Industry data shows CTV’s share of media budgets projected to double from 14% in 2023 to 28% in 2025, reflecting broader shifts towards streaming promoting funding. Finest Purchase’s buyer information can improve CTV focusing on by figuring out viewers who’ve demonstrated electronics buy intent.

The curation method addresses fragmentation challenges which have hindered retail media progress. Brands working with four to six retail media networks doubled from 10% to 24% in 2025, signaling diversification methods amongst advertisers. Programmatic entry by way of established platforms like Magnite reduces operational complexity for companies managing a number of retail partnerships.

Deal ID buildings allow advertisers to entry particular viewers segments or stock varieties whereas sustaining marketing campaign management. Quite than open market bidding, curated offers present assured entry to outlined stock swimming pools with predetermined pricing or bidding parameters.

Efficiency measurement and closed-loop attribution

Finest Purchase’s transaction information capabilities allow closed-loop measurement that connects promoting publicity to precise purchases. The retailer can observe buyer journeys from preliminary advert publicity by way of remaining transaction throughout on-line and offline channels. This measurement method offers advertisers with concrete return on funding information reasonably than proxy metrics like click-through charges or view-through conversions.

The partnership with Magnite will combine these measurement capabilities with programmatic marketing campaign administration. Advertisers can optimize campaigns primarily based on precise gross sales efficiency whereas sustaining the automation and scale benefits of programmatic shopping for. This mixture addresses longstanding challenges in retail media the place premium information typically required guide marketing campaign administration.

Magnite’s intensive Linked TV and omnichannel provide will create alternatives for cross-channel campaigns that observe clients from consideration by way of buy. According to industry analysis, Magnite maintains 99% of CTV supply coverage and 96% of overall omnichannel supply coverage, offering broad attain for Finest Purchase viewers extensions.

Business context and aggressive panorama

The Finest Purchase-Magnite partnership displays broader retail media trade maturation. European retail media spending grew 22.1% in 2024 compared to 6.1% growth for the broader advertising market, demonstrating retail media’s transition from experimental class to strategic promoting infrastructure.

Programmatic adoption in retail media has accelerated across both offsite and onsite inventory. Whereas offsite retail media has operated programmatically for years, onsite sponsored merchandise are more and more shifting towards real-time bidding mechanisms. The Pentaleap-Teads partnership delivered the primary RTB answer for onsite sponsored merchandise throughout a number of retail networks in July 2025.

Main retailers are establishing their promoting companies as impartial income streams. Criteo became Google’s first onsite retail media partner through Search Ads 360 integration, whereas auction-based display advertising systems provide programmatic flexibility previously unavailable in retail environments.

Finest Purchase’s partnership with Magnite positions the retailer inside this aggressive panorama whereas leveraging Magnite’s technical infrastructure and purchaser relationships. Quite than constructing proprietary programmatic capabilities, Finest Purchase can entry established demand sources by way of Magnite’s platform whereas sustaining management over stock and pricing.

The electronics retail class offers distinctive benefits for programmatic promoting. Shopper electronics purchases typically contain important analysis phases the place focused promoting can affect consideration and remaining buy choices. Finest Purchase’s mixture of on-line analysis instruments, in-store expertise, and set up providers creates a number of touchpoints the place promoting can drive buyer engagement.

Technical implementation and activation

Marketing campaign activation with Finest Purchase stock requires coordination by way of Magnite account managers or direct contact with the platform. The programmatic entry will complement Finest Purchase’s current direct gross sales relationships reasonably than changing them fully. Enterprise shoppers could proceed direct partnerships whereas companies and smaller advertisers can entry stock by way of programmatic channels.

The SpringServe integration will allow real-time bidding on Finest Purchase’s offsite stock whereas sustaining model security and viewers qc. Advertisers can apply their very own first-party information for extra focusing on whereas benefiting from Finest Purchase’s buyer insights and transaction information.

Cross-device monitoring and measurement will join promoting publicity throughout desktop, cellular, and Linked TV environments with in-store and on-line buy conduct. This attribution method helps complete marketing campaign optimization that accounts for the advanced buyer journeys frequent in electronics purchases.

The partnership timeline and technical implementation particulars weren’t disclosed within the September 19 announcement. Marketing campaign activation will probably start with beta testing amongst choose company and advertiser companions earlier than broader availability.

Timeline

Abstract

Who: Finest Purchase Advertisements, the patron electronics retailer’s media division, and Magnite, the biggest impartial sell-side promoting platform

What: Unique partnership designating Magnite as Finest Purchase’s supply-side platform and curation associate to increase programmatic entry to promoting stock throughout onsite and offsite channels

When: Introduced September 19, 2025, with marketing campaign activation timeline to be decided

The place: United States market initially, specializing in Finest Purchase’s community of 600+ shops and digital properties reaching practically 80% of US grownup inhabitants

Why: To scale promoting alternatives for manufacturers in search of to succeed in high-intent electronics customers whereas offering companies and patrons with programmatic entry to Finest Purchase’s buyer information and stock by way of established platforms reasonably than direct gross sales relationships