California, USA – Adtech PubMatic has been selected by media investment company GroupM to be its global sell-side platform (SSP) partner.
Entailed within the partnership is GroupM gaining programmatic advantages, as it has been given more efficient access to globally scaled, brand-safe inventory across OTT/CTV, mobile app, mobile web, and desktop environments for video and display advertising.
At the same time, PubMatic’s publisher partners will gain access to unique, quality ad spend at scale from GroupM’s broad portfolio of global advertisers.
Part of the announced partnership comes from the stance of marketers who are prioritizing transparency as these brands build out their omnichannel advertising capabilities with a more streamlined set of strategic supply-side partnerships. PubMatic has long prioritized transparency, helping advertisers maximize their control and understanding of their campaign performance and providing tools to drive increased advertiser ROI.
“GroupM’s partnership with PubMatic brings our clients media transparency and an efficient path to premium inventory. As a global preferred partner, PubMatic gives brands access to their strong publisher footprint across the U.S., Europe, and Asia, particularly in the growing mobile app market, and provides leadership and innovation around programmatic CTV, identity, and audience addressability,” said Andrew Meaden, global head of investment at GroupM.
Furthermore, the partnership also allows advertisers to enhance their ID-based targeting to ensure addressability across channels without relying on third-party cookies or mobile identifiers like Apple’s Identifier for Advertisers (IDFA). PubMatic’s suite of addressability solutions, including Identity Hub and Audience Encore, provides various approaches that enable advertisers to increase scale across the Open Internet.
“We are thrilled that GroupM has selected PubMatic as a preferred global SSP partner to give their advertisers transparent inventory access and increased ROI through fewer, more strategic supply partnerships. As consolidation continues across the industry, this will also help to ensure that we provide our publisher customers access to unique demand from GroupM’s leading global brands,” said Jeff Hirsch, chief commercial Officer at PubMatic.