PubMatic forms targeted programmatic marketplace with Publicis in Asia Pacific
PubMatic and Publicis Media have collaborated to form a targeted programmatic private marketplace for marketers in Asia Pacific.
Both companies claim that having a targeted PMP will address many of the limitations of traditional PMPs have.
With the upcoming Fifa World Cup 2018 in mind, the partnership is aimed at marketers who are keen to tap into sports audience segments across PubMatic’s Asia and global publishers, as well as have access to Publicis’ premium inventory and data solutions.
Both companies claim that having a targeted PMP will address many of the limitations traditional PMPs have, like scale and time, by providing advertisers with higher transparency and more efficient workflows, and consistently performing PMP deals across multiple publishers.
This will allow the pre-planning of a PMP campaign as there will be easy access to visibility into audience reach and impression, and allow deal troubleshooting.
“As brand spend increasingly shifts to programmatic, we have seen buyers like Publicis Media demand more sophisticated PMPs with increased capabilities without having to choose between quality or scale,” said Jason Barnes, chief revenue officer for APAC at PubMatic.
“PubMatic created Targeted PMPs to address these buyer pain points and evolve the PMP landscape. We’re excited about this exclusive launch partnership with Publicis Media.”
PubMatic announced a global supply path optimisation (SPO) partnership with fellow adtech firm Sizmek in April to answer advertisers' transparency call.
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PubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.Find out more
Publicis Groupe is a French multinational advertising and public relations company, and is the oldest and one of the largest marketing and communications companies in the world, by revenue, headquartered in Paris.Find out more