PubMatic ties with Proximic to provide ID-less targeting solutions for media buyers

Sydney, Australia – Independent technology company PubMatic, in partnership with Proximic by Comscore, a leading provider of addressable programmatic targeting, has launched an ID-less targeting solution which will help marketers and media companies to propel incremental reach and performance at scale without using IDs.

Proximic’s content targeting solutions, which are powered by a contextual natural language processing engine and intelligent categorization technology, will be integrated to PubMatic’s platform to make it available for all media buyers. This will provide privacy-first access to market-leading data and insights to enhance the processes of packaging and transacting inventory and data.

The integration will also allow PubMatic’s clients to maximise new targeting options to reach key audiences in premium, brand-safe environments across desktop, mobile, and connected TV.

Brandon Lee, director of addressability for APAC at PubMatic, said that the company is committed to providing advertising solutions that deliver results. Its partnership with Proximic will help them offer addressable audiences, wider reach, and better performance to clients.

Meanwhile, Jessica Trainor, head of partnerships at Proximic by Comscore, said that their team is excited to partner with PubMatic to make predictive audiences easily accessible for targeting on the sell-side.

“This partnership offers buyers access to ID-less audiences that can be applied to private marketplaces to help close the addressability gap left by the many compounding factors driving signal loss in our industry,” Trainor added.

PubMatic helps digital content creators across the internet in controlling access to their inventory and increase their monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices.