Technology Featured Southeast Asia

Adtechs PubMatic, MediaMath join forces in bringing programmatic offering across SEA

by Teddy Cambosa

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February 18, 2021

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Singapore – San Francisco-based adtech PubMatic and New York-based adtech MediaMath have announced a new partnership in bringing MediaMath’s fully accountable, addressable supply chain known as SOURCE across PubMatic’s extensive publisher network in Southeast Asia..

MediaMath’s SOURCE allows brands to manage programmatic advertising launched by advertisers online accounted for the sake of transparency in terms of costs, and establishing trust between publishers, adtech intermediaries, and advertisers thanks to bidirectional data sharing.

Through the new partnership, MediaMath will leverage its SOURCE offering to include more industry-leading solutions and advertising opportunities. This allows PubMatic’s participation to bring added display, mobile, and CTV inventory from a roster of premium publishers that includes Indonesian news site KLY, Indonesian media company Detik.com, app publisher LINE, Filipino media conglomerate ABS-CBN, Thai news web portal Sanook, and Indonesia media conglomerate Kompas Gramedia.

For Viktor Zawadzki, general manager for EMEA and APAC at MediaMath, their recent partnership with PubMatic speaks to a greater need for the future of the open internet, as it is “built around radical transparency and improved performance for all participants”.

“MediaMath launched SOURCE as part of a broader drive to align the industry around these imperatives. Partnerships with like-minded partners such as PubMatic, which is focused on helping publishers maximize revenue, are critical to this momentum. This partnership makes PubMatic’s high-quality ad supply available to MediaMath’s buyers and moves us a step closer to achieving our goal in APAC, and we’re delighted to be working together,” Zawadski explained.

Meanwhile, Sudipto Das, vice president of advertiser solutions for APAC at PubMatic commented, “Together with MediaMath, PubMatic is aimed at driving results for buyers and increasing revenue and opportunities for publishers. At a time when the focus is honed in on making ad spend and content investment work smarter and harder, this partnership intends to help us grow the addressable pool of marketer spend in the programmatic channel.”