California, USA – Independent technology company PubMatic, today announced the launch of Connect, a comprehensive and fully integrated platform to enable media buyers to seamlessly connect with their target audiences across the open internet.
Connect is one of the only unbiased addressability offerings that combines many of the preferred signal approaches into one platform, including known identity, first- and second-party data, contextual signals, seller-defined audiences, and modeled audiences. The solution enables brands and media buyers to activate a portfolio approach to addressability to improve ad relevance while respecting consumer privacy, well ahead of the ecosystem’s transition away from the third-party cookie.
By bringing audience targeting to the sell-side of the digital advertising ecosystem, PubMatic’s Connect provides ad buyers with greater control over how inventory and data are packaged and transacted to drive the best performance for their campaigns. As a result, buyers get sustainable audience resolution, increased reach and scale, and greater return on ad spend, across display, video, mobile app, and CTV.
“As media buyers seek to maximize the value and ROI of their media spend, audience addressability is a critical piece of the puzzle,” said Peter Barry, VP, Addressability at PubMatic.
According to Barry, Connect sets a new standard for efficiency and effectiveness in media targeting, giving advertisers access to specific audiences using the data currency they prefer, in one streamlined platform. “There is a robust future for sell-side audience addressability, and this will give publishers and advertisers better control over revenue and performance,” added Barry.
Connect unites a portfolio of addressability solutions that PubMatic has developed over the past few years into a single platform, making it easier for buyers to access and activate various data signals across channels. Using Connect, advertisers can reach their target audience across a massive global inventory footprint.
