Tencent Online Media Group has appointed publisher-focused ad tech firm PubMatic to help boost its revenue from ads outside its native China.
The Tencent inventory outside China will be added to PubMatic’s premium inventory to establish a wider range of advertisers for the internet business.
Tencent is also adding the firm to a roster of tech partners that have been charged with helping to monetise the Tencent inventory across its key platforms, such as QQ and Tencent Video.
Rajeev Goel, co-founder and CEO of PubMatic, said: “We are focused on optimizing every impression across every screen and creative type in a transparent way that is ideal for brand advertisers and brand-focused agencies.”
Tencent OMG has been forging tighter relationships with ad tech and agencies over the past few month as part of a big monetisation strategy. In December, Tencent announced it had partnered with both Group M and Dentsu Aegis on data-led partnerships to create smarter ad solutions for brands.