Magnite Inc. (NASDAQ: MGNI) announced a partnership with NOVA Entertainment to enable programmatic advertising access to the Nova Retail Network, an in-store audio network operating across retail locations in Australia.

The Nova Retail Network delivers audio content and advertising to shoppers at retail locations nationwide. Through the partnership, advertisers can access the network's digital audio inventory programmatically via Magnite's platform.

"We're excited to be working with Magnite to unlock additional value for our audio offering and bring this innovative opportunity to market," said Nicole Bence, Chief Commercial Officer at NOVA Entertainment. "The Nova Retail Network represents a highly engaging environment where brands can connect with shoppers in real time."

Yael Milbank, Managing Director for Australia and New Zealand at Magnite, stated that programmatic buying is transforming the audio landscape and that in-store audio environments represent a new opportunity for brands to reach audiences at the point of purchase.

The partnership addresses growing demand for automated buying across audio channels. According to IAB Australia's Digital Audio State of the Nation Report, 72% of Australian audio buyers purchased audio programmatically in 2025.

NOVA Entertainment operates the Nova Network, Smooth FM Network, and several other radio stations across Australia. The company also maintains digital and podcasting platforms.

Magnite describes itself as the largest independent sell-side advertising company, providing technology for publishers to monetize content across television, video, display, and audio formats.