PubMatic, an independent technology company that delivers the future supply chain for digital advertising, has announced a collaboration with Vevo, the world’s leading music video network. Through the partnership, Vevo will be able to accelerate the growth of its programmatic CTV business and offer advertisers scaled reach across its premium library.
Partnership for programmatic growth in the CTV landscape
With over 800,000 videos across its global network, Vevo boasts an average monthly view count of 25 billion. Media buyers worldwide will have unrivaled access to Vevo’s vast, premium CTV inventory through a partnership with PubMatic. Vevo will leverage PubMatic’s massive demand, sophisticated programmatic trading capabilities, and strategic relationships for supply path optimization. It will be able to take advantage of numerous opportunities to deliver targeted ads in immersive, brand-safe, and engaged environments to a wide range of audiences. At the same time, it will gain a substantial increase in ad yield.
Accessible programmatic inventory
Vevo’s objective of becoming prevalent through ever-widening video distribution and continuous improvement of its monetization strategy is closely aligned with this integration. By making inventory programmatically accessible to a variety of demand partners via PubMatic’s platform, Vevo is expanding its participation in various sales environments and building on its prior success with direct dealing. Vevo’s content is currently available on the Vevo TV app, over 20 distinct Free Ad-Supported TV (FAST) channels, and social media platforms like YouTube.
Through the new partnership, media buyers will have access to both Vevo’s premium inventory and PubMatic’s state-of-the-art addressability and transparency solutions, which are known to improve ROI.
Here’s what they said
PubMatic’s Nicole Scaglione, Global VP for CTV/OTT and Video said,
“This collaboration marks a major milestone on multiple fronts. The partnership will enable greater growth and innovation by fulfilling the requirement for an efficient, transparent, and premium-grade supply of inventory. As well as allowing us to connect programmatic buyers with high-value music video inventory, it reinforces PubMatic’s standing as a leading force in the CTV space — cementing our position as a go-to platform for existing and new CTV players. We look forward to playing a key role in powering trading that optimises ad revenue for both buyers and sellers.”
Vevo’s EVP of Revenue, Distribution & Data Operations, Natalie Gabathuler-Scully, added,
“This partnership will allow Vevo to considerably elevate the advertising opportunities we can provide at a global level and drive our programmatic business forward. Leveraging PubMatic’s extensive preferred demand relationships will considerably augment our monetisation approach, especially across our TV app and FAST channels on over 35 CTV platforms worldwide.”
Adverty, the industry leader in in-play advertising, announced the expansion of its partnership with PubMatic, an independent technology company that provides the digital advertising supply chain of the future, in a strategic move that is poised to completely reshape the in-game advertising landscape. Through this partnership, PubMatic can further establish itself as Adverty’s preferred Private Marketplace (PMP) partner on a global basis. The alliance demonstrates Adverty’s dedication to going global.
Elevating in-game advertising
Adverty will be able to easily integrate its cutting-edge In-Play video and display advertising solutions across a variety of markets thanks to PubMatic’s broad reach and strong infrastructure, reaching a larger audience with unmatched efficiency for global reach and scale. PubMatic’s state-of-the-art technology and expertise in programmatic advertising will open up new revenue streams for Adverty from its in-game ad inventory. The collaboration serves as a testament to PubMatic’s ongoing commitment to the gaming sector.
Access to advertiser network
Through the expanded partnership, Adverty will have access to PubMatic’s vast advertiser network. Adverty is now able to provide advertisers with more accurate and customized in-game advertising experiences through its dynamic and targeted ads thanks to PubMatic’s advanced sell-side targeting capabilities. Through this partnership, brands can easily engage with their target audiences in the context of gaming. The enhancement of user experience will be given priority when using PubMatic’s PMP technology.
Unlocking new avenues for in-game advertising
Adverty can optimize ad delivery, minimizing latency and guaranteeing a flawless gaming experience for users. Moreover, it can optimize revenue for publishers by utilizing PubMatic’s header bidding capabilities. The partnership demonstrates a common dedication to innovation in the field of digital advertising. Together, Adverty and PubMatic will look into novel technologies and formats, remaining abreast of market developments and providing publishers and advertisers with state-of-the-art solutions. Among them is the recently released programmatic VAST video support for In-Play by Adverty.
Commitment to innovation
The collaboration between Adverty and PubMatic marks a turning point in the history of in-play advertising. They look to further develop their relationship to spur innovation. Furthermore, they wish to broaden their global reach and provide unmatched value to publishers, advertisers, and gamers as well.
Intent IQ and PubMatic have joined forces with Strategus, a technology company that develops cutting-edge solutions for programmatic CTV advertising campaigns. The partnership will enable the retargeting of iOS users who have seen CTV advertisements. Advertisers can now reach valuable iOS audiences with the new cookie-less audience activation solutions, which improve CTV campaign results.
As of June 2023, 54% of mobile phone users in North America were iOS users, according to Statista research. Apple iPhone owners are a desirable, young, affluent demographic that is often hard to target in digital advertising campaigns. The new Strategus solution combines the industry-leading knowledge of both companies in cookie-less and CTV advertising to successfully retarget iOS users. It is powered by the integration of Connect, PubMatic’s fully integrated and comprehensive audience platform, and Intent IQ’s cookie-less audience activation tool.
Intent IQ – PubMatic
- On behalf of its publisher partners, Intent IQ gathers and enhances data signals from over 800,000 websites. It generates a cookie-less audience that includes 180 million North American users for privacy-protected audience targeting and retargeting on their iPhones, Safari, and other cookie-less browsers.
- Using a Deal ID targeted at a custom audience of iOS users defined by first-party or third-party data, joint PubMatic-Intent IQ advertising partners can easily activate the addressable cookie-less audience that is integrated into PubMatic Connect.
- Leading CTV-managed service provider Strategus can identify viewers of CTV ads. It can retarget them directly on their iOS devices. It is all thanks to the combined PubMatic-Intent IQ integration, which enhances campaign performance for CTV brand clients.
Here’s what they said
Joel Cox, co-founder and senior vice president of strategy and innovation at Strategus said,
This new technology solution is a significant breakthrough, as CTV advertisers can now retarget iOS users for the first time. The cookieless, privacy-safe approach to retargeting makes it possible for our CTV customers to improve the performance and maximize the ROI of their advertising campaigns.
Fabrice Beer-Gabel, Vice President of Strategy at Intent IQ added,
By combining our patented distributed identity technology with PubMatic’s programmatic infrastructure and Strategus’ CTV expertise, we can help marketers deliver immediate and improved value for their CTV advertising while also targeting the coveted iOS audiences. The new solution, powered by our cookieless universal ID and audience activation suite, will enable both better ROI for marketers and improved monetization for publishers.
Peter Barry, VP of Addressability and Commerce at PubMatic stated,
Buyers are increasingly looking for solutions that combine consumer privacy and advertiser ROI across channels and formats at scale. We are excited to be part of this collaborative effort to enable our clients to activate iOS audiences for CTV campaigns. Through innovative solutions like this, we look forward to helping publishers and buyers move beyond the limitations of anonymous targeting solutions to drive superior outcomes.
PubMatic, an independent technology company that delivers the supply chain of the future for digital advertising, and PhonePe, the top mobile payments and financial services platform in India, announced their partnership. PubMatic’s programmatic buying partners will now have access to PhonePe’s premium mobile app inventory and audiences thanks to this collaboration. The agreement offers Indian media buyers a unique opportunity to reach PhonePe’s Indic-language-speaking audiences in a variety of metropolitan and non-metropolitan locations, as the industry searches for sustainable and unique solutions.
PhonePe – India’s largest UPI ecosystem
With more than 500 million registered users and a 47% market share in India’s instant payments ecosystem through the Unified Payments Interface (UPI), PhonePe is a major player in the country’s transition to a cashless economy. PhonePe has teamed up with PubMatic to fully utilize its digital advertising inventory as part of its mission to drive product innovation and enable more customers and businesses to go digital.
Enhanced Audience Experience
PhonePe will make use of PubMatic’s cutting-edge programmatic technology to provide viewers with an improved user experience and a privacy-compliant, fraud-free supply chain for advertisers. In addition to guaranteeing that viewers utilizing the PhonePe platform will see related and interesting advertising, the partnership gives advertisers programmatic access to users of the platform at scale.
Here’s what they said
Amit Yadav, Country Manager, South Asia, at PubMatic said,
We’re excited to support PhonePe in diversifying and enhancing its digital monetisation by making its inventory and audiences available to a wider range of advertisers via programmatic technology. This partnership helps PhonePe to maintain a positive experience for the consumers and businesses who use its platform every day, while making these high-value audiences available to PubMatic’s advertiser partners.
Sravanthi Pasumarthi, Director of Strategy & Operations, PhonePe Ads added,
We are excited to partner with PubMatic and get a foothold into the programmatic advertising space. At PhonePe, we bring to the table the widest reach in India, deep user cohorts, and a whole suite of brand solutions that enable advertisers to uniquely leverage our strengths for their brand solutions at scale. We believe that this partnership will elevate the overall advertising experience on our platform for both our partners and users. The PubMatic-PhonePe collaboration underscores the growing significance of programmatic advertising within India’s evolving digital ecosystem. This strategic partnership empowers advertisers to connect with highly engaged audiences, creating meaningful interactions that drive tangible business outcomes.
Image source: Ian Coupland’s LinkedIn
The independent technology company PubMatic and the world’s top global information services provider, Experian have announced a ground-breaking data collaboration. PubMatic provides digital advertising with the supply chain of the future. Through the partnership, PubMatic became the first sell-side technology provider of Experian marketing data in the US and the UK, achieving a significant milestone in the advertising industry and offering its clients unique household-level commerce media targeting capabilities.
Experian’s syndicated audiences
Rich data such as consumer demographics, spending patterns, real estate information, and automotive audiences are all included in Experian’s syndicated audiences. These are further enhanced by the comprehensive cross-channel insights provided by Experian’s Mosaic segments. Moreover, the partnership will completely transform the way media buyers use data-driven marketing strategies across commerce media to engage their target audiences. They will be able to leverage the innovative and privacy-focused insights offered.
What’s in it for advertisers?
Media buyers will be able to maximize return on investment, optimize their campaigns, and increase engagement rates. This will be with the help of Experian’s extensive consumer insights and PubMatic’s sell-side targeting capabilities, Through PubMatic’s Connect platform, advertisers will be able to fine-tune their marketing strategies and apply more precise targeting and personalized messaging to targeted audiences, all thanks to access to detailed insights into consumer behaviour such as shopping preferences and transaction details.
Additionally, through this partnership, advertisers will be able to leverage Experian’s audience insights and consumer data across all of PubMatic’s premium omnichannel inventory. These would include connected TV (CTV), web, in-app, and mobile. The data will also be available at the household level for the first time in the UK’s programmatic ecosystem, instead of at the postcode level.
Pubmatic – Experian Data Collaboration for driving digital transformation
PubMatic and Experian are dedicated to advancing digital transformation and providing media buyers with unmatched targeting capabilities. This partnership transforms the media landscape for commerce. Furthermore, it puts both businesses on a path to influence the direction of data-driven advertising in the future.
Here’s what they said
Peter Barry, VP, of Addressability & Commerce Media at PubMatic said,
By integrating Experian’s robust commerce data into our platform, we give our customers an unprecedented competitive edge by empowering them with a deeper understanding of their target audiences as well as market-leading targeting capabilities, while remaining privacy-centric. We are looking forward to working with brands and agencies and helping them to make the most of this exciting new collaboration and a first for the industry.
Colin Grieves, Managing Director of Marketing Services UK&I at Experian added,
We believe that by integrating with PubMatic we can unlock tremendous value for media buyers, empowering them to leverage our consumer insights to accurately and effectively plan and deliver campaigns that advertisers have long wished for, but seldom found possible. This collaboration will pave the way for innovative marketing campaigns that connect with audiences at a deeper level, driving increased ad relevancy for consumers and stronger engagement for brands.
PubMatic, an independent technology firm that develops the future supply chain for digital advertising, recently unveiled a new integration relationship with FreeWheel. The latter is a worldwide technology platform for the television advertising sector. Activate is an end-to-end direct buying solution from PubMatic SSP. Its users will now have direct access to exclusive publisher-connected TV (CTV) ad inventory via Comcast-owned FreeWheel thanks to the new connection.
Advantages and fresh potential for the CTV ad environment
A wider, more diverse pool of premium CTV ad inventory will be made accessible to ad buyers working with PubMatic. This is thanks to the agreement, which will also provide FreeWheel publishers access to campaign budgets that are only available through Activate. Two major advantages and new capabilities for the TV ad ecosystem will result from the new alliance.
- With PubMatic, ad buyers will now have improved and easier access to a broader and more varied pool of premium CTV ad inventory.
- Only through Activate will specific marketing budgets that are only available to FreeWheel publishers be made available.
By doing this, the two businesses hope to promote transparency, efficiency, and interoperability for buyers and sellers of premium CTV ad inventory.
Here’s what they said
Nicole Scaglione, VP, CTV/OTT and Video, PubMatic said,
Since launching this year, Activate has gained traction worldwide as the end-to-end supply path optimization solution of choice for agencies and advertisers. FreeWheel has been an important PubMatic partner for many years, and we look forward to deepening our relationship through this integration, giving buyers more control over their CTV investments.
Jon Mansell, VP, U.S. Head of Demand, FreeWheel added,
In integrating with PubMatic’s Activate, our goal is to drive incremental demand for publishers while giving advertisers more control and choice into how publisher inventory can be purchased. We hope that by doing so, we can drive more growth, momentum and innovation in today’s TV ad ecosystem.
Anthony McDonagh, Chief Trading Officer, dentsu stated,
At dentsu, we’re constantly innovating to provide new, technology-enabled media solutions to fuel growth and drive the best possible outcomes for our clients. This partnership between FreeWheel and PubMatic allows our teams to have more insights into where our clients’ advertisements are appearing, giving us the opportunity to improve performance and is meaningful progress in simplifying the supply-chain.
PubMatic, a standalone technology business that provides the future supply chain for digital advertising, announced that its freshest product, Activate, is now accessible in the Asia-Pacific area. To acquire premium video and CTV inventory at scale, buyers can conduct non-bidded direct purchases on PubMatic’s programmatic platform using the company’s novel end-to-end supply path optimization (SPO) solution.
PubMatic’s programmatic platform across APAC
Since its May debut in the US and EMEA, Activate has grown in popularity in every region. It has a pipeline of more than 50 active marketers, agencies, and campaigns running across numerous international agency-holding firms. The solution is now being introduced throughout the Asia-Pacific area as a result of this success with partners such as Dentsu APAC, iQIYI, KINESSO India, Madison Digital, and Wishmedia.
Activate – A Novel Offering
Activate symbolizes a novel industrial paradigm. It developed a single technology layer that directly links buyers and suppliers of digital materials. Activate enables a seamless transition from traditional direct transactions to programmatic guaranteed (PG) or programmatic private marketplace (PMP) arrangements. The technology allows for transactions across PubMatic’s premium CTV and online video inventory inside a single platform, giving media buyers greater oversight across their omnichannel video investments.
Industry forecasts predict that by the end of 2023, non-programmatic insertion orders will make up roughly 60% of CTV and 18% of online video transactions. Activate increases PubMatic’s total addressable market to over $65 billion. To be completely integrated into PubMatic’s expanding software package, including the PubMatic Sell-Side Platform and Connect, Activate was built using the technology acquired when PubMatic acquired Martin in 2022.
Here’s what they said
Rajeev Goel, Co-Founder and CEO of PubMatic said,
PubMatic’s launch of Activate in the Asia-Pacific region marks a significant milestone in our efforts to revolutionize the industry’s programmatic marketplace. Activate is an extension of our successful SPO strategy that addresses advertiser demand for solutions that deliver a better return on video and CTV investments.
Sunil Naryani, Chief Product Officer of media at dentsu APAC, who supports the Carat, iProspect, and dentsu X agencies in the region added,
At dentsu, we prioritize ad tech maturity, focusing on transparency and control in the programmatic supply chain for efficient, high-quality media delivery. Our partnership with PubMatic plays a pivotal role in our supply curation and SPO practices. With PubMatic’s Activate, we anticipate delivering enhanced value to our clients by bridging the gap between buyers and sellers and further streamlining the supply chain, unlocking opportunities to maximize working media for their video and CTV investments.
Andy Sun, General Manager of Sales Operations, International Business Department at iQIYI commented,
iQIYI is a long-time partner of PubMatic. Together we are committed to delivering innovation in the CTV ecosystem. We’re excited to be a launch partner for PubMatic’s Activate solution and look forward to continuing to work closely together to drive effective programmatic CTV advertising.
Paras Mehta, Business Head at KINESSO India stated,
PubMatic is a key player in the programmatic ecosystem, and we’re excited to explore how Activate can benefit our CTV clients.
Suchi Jain, General Manager and Head of Programmatic at Madison Digital said,
PubMatic is a valuable partner across India, helping us deliver transparent and effective solutions for advertisers. We’re excited to see their continued innovation in streamlining video and CTV buying for our clients.
Meejoo Na, Chief Operating Officer at Wishmedia said,
Wishmedia is dedicated to providing advertisers in Korea with best-in-class digital advertising solutions. We’re thrilled to be a launch partner for PubMatic’s Activate and look forward to our clients benefiting from a more efficient digital supply chain, and greater ROI on their video and CTV spend.
PubMatic is an independent technology firm that offers the future supply chain for digital advertising to maximize consumer value. The sell-side platform from PubMatic enables advertisers to maximize return on investment and target addressable audiences across a variety of ad formats and devices, giving the top digital content producers in the world more control over who can access their inventory and boost monetization. Since 2006, our infrastructure-driven methodology has made it possible to handle and use data effectively in real-time. Our programmatic innovation is scalable and flexible, and it helps us produce better results for our clients while promoting a thriving and open digital advertising supply chain.
The media investment division of WPP, GroupM, has launched a programmatic marketplace covering everything from Connected TV and online video and display ads. This is a result of GroupM’s licensing deals with SSP platforms Magnite and Pubmatic.
GroupM believes that the Premium Marketplace will allow advertisers more transparency in this otherwise lopsided ecosystem of internet ads.
The GroupM Premium Marketplace is an integrated and unified programmatic marketplace created through worldwide collaboration agreements with Magnite in North America and PubMatic in Europe and the Middle East. It comes in response to an RFP that urged vendors to show their capabilities in the fast-growing CTV industry as well as in high-growth areas.
GroupM also expands on its previous SPO efforts, codenamed Premium Supply, which saw it centralize programmatic spending to a small number of SSPs, including Magnite, PubMatic, and Index Exchange, strategies that have been deployed on Madison Avenue.
According to a press release, GroupM Premium Marketplace will –
“provide clients with direct and advantaged access to high-quality publisher inventory”