Tag: PubMatic

Sydney, Australia – Programmatic digital advertising company PubMatic has promoted Peter Barry, former regional director for ANZ and head of audience for APAC, to be its new global vice president of addressability.

Prior to joining PubMatic in 2016, Barry has previously worked as the commercial director at independent premium digital advertising sales house AD2ONE Australia and Ireland, and the advertising manager at publication firm Reach plc.

Barry has also been involved with the trade association for online advertising IAB in Australia, becoming a member in 2016, chairing the Executive Tech Council, and becoming one of the founding members of the IAB Mentorship program.

In his new role, Barry will be relocating from Sydney to New York, providing overall leadership across multiple cross-functional teams and leading efforts with publishers in monetizing their inventory and driving better outcomes for advertisers and data partners. 

Moreover, Barry will continue to be responsible for rolling out the company’s Addressability Suite across APAC, and working with leading data and identity partners in the region.

PubMatic’s Addressability Suite includes Audience Encore, which enables data companies, publishers, and advertisers to buy and sell first-party data and utilize it to create targeted advertising offerings including campaigns with higher match rates. In addition to Audience Encore, the Addressability Suite also includes PubMatic’s identity management layer for publishers, Identity Hub.

Barry shared that addressability is a key opportunity for the industry in the coming years, and PubMatic fosters collaboration and innovation between technology, publisher, and buyer stakeholders to ensure that every entity benefits.

“PubMatic’s Addressability Suite helps future-proof our industry, keeps publishers creating diverse content, and drives advertiser ROI, while respecting user experience and choice, so I’m excited to be taking on this role,” said Barry.

Andrew Baron, PubMatic’s senior vice president for marketplace and addressability, commented, “We are thrilled to welcome Peter to the Addressability team. We’ve been building an innovative Addressability business which we plan to further accelerate under his leadership.”

PubMatic said a replacement for Barry’s previous role will be named in the new year.

In September this year, PubMatic has also announced the appointment of Vijay Anand Kunduri, former managing director of video advertising platform Unruly for Asia, to assume the role of regional vice president of OTT business for APAC, where he will be accelerating the growth of the company’s OTT and video business across the region.

India – Online parenting community platform, FirstCry Parenting, has partnered with programmatic digital ad company PubMatic, to make its audience data segments available across PubMatic’s premium inventory. This will be through PubMatic‘s audience data platform, Audience Encore.

FirstCry Parenting boasts a user base of 20 million and engages parents via a wide range of parenting content, from curated video and editorial articles on parenting, which is validated by medical experts, from tracker tools to meal plans and parent forums. Its audience is segmented into expecting parents, parents of infants, toddlers, and school-aged children, enabling advertisers across industries and sectors to connect with the relevant target demographic of their choosing.

Through the partnership, PubMatic will further expand its Audience Encore, which is designed to improve how marketers and data owners transact by aiming to give more control to the data owner and better ROI for the advertiser. Data providers and publishers with first-party data can upload their segments to the platform, generate a Deal ID for single, recurring, or customized use, and then transact programmatically, alongside premium PubMatic inventory in private or open marketplaces.

Moreover, the partnership will enable media buyers to leverage FirstCry Parenting’s rich audience segments across all digital screens and channels, including mobile, connected TV, and the open web on PubMatic’s premium inventory. The direct integration allows buyers to activate data at the supply level which can lead to increasing the campaign performance via improved scale, viewability, and click-through rate.

Supam Maheshwari, FirstCry’s founder and CEO, believes that the combination of PubMatic’s premium inventory and FirstCry’s valuable audience data is a real win for advertisers.

“FirstCry Parenting harnesses the accumulated knowledge and experience of parents on FirstCry for several years, making this a complete resource for new families embarking on their parenting journey. Engaging with young families is an opportunity for brands to introduce themselves to a generation of prospective new customers,” said Maheswari.

Amit Yadav, PubMatic’s country manager for South Asia, said that with the prevalence of third-party cookies continuing to decline and consumer privacy paramount, it is important for agencies to re-define audience addressability strategies to optimize reach. 

He further shared that poor cookie match rates can be addressed when data targeting is applied at the SSP level and passed via a deal ID, which typically represents a multitude of domains. 

“Media buyers who use Audience Encore to target high-value segments like FirstCry Parenting’s segments typically report increased efficiency, more control, better transparency, increased scale, higher quality buys, and greater efficacy,” said Yadav.

Singapore – Programmatic digital advertising company PubMatic has appointed Vijay Anand Kunduri, former managing director of video advertising platform Unruly for Asia, to assume the role of regional vice president of OTT business for APAC.

Kunduri brings more than two decades of experience working with leading broadcast, video-on-demand, and digital companies across APAC. In the last decade, he has helped to establish American and European ad tech companies in the region, including setting up video ad network Adotube in SEA, and spearheading Switzerland-based Viewster’s move into the VOD and OTT markets in the region. 

As part of his new role, Kunduri will be accelerating the growth of the PubMatic’s OTT and video business across the region. He will also be consulting with existing publishers, creating new relationships, and further establishing PubMatic as a preferred platform for media buyers and publishers.

The newly appointed VP noted that there has been explosive growth in the adoption of connected screens and consumption of streaming content in the region.

“Brands and OTT publishers have a tremendous opportunity to engage consumers and find new revenue with programmatic partners like PubMatic that offer the optimal combination of technology and premium advertiser and content partnerships,” said Kunduri.

Jason Barnes, PubMatic’s chief revenue officer for APAC, commented, “We are thrilled to welcome Vijay to the PubMatic team. We’ve been building an innovative OTT business in the APAC region, which we plan to further accelerate under his leadership.”

PubMatic and market measurement firm Nielsen in Australia has also recently announced a new data collaboration, which now makes Nielsen’s audience data available in PubMatic’s Audience Encore™ product, allowing advertisers to buy premium omnichannel inventory layered with quality data for precision targeting and better performance.

Sydney, Australia – Market measurement firm Nielsen in Australia and adtech PubMatic have recently announced a new data collaboration, which now makes Nielsen’s audience data now available to PubMatic’s Audience Encore™ product, allowing advertisers to buy premium omnichannel inventory layered with quality data for precision targeting and better performance.

PubMatic’s Audience Encore™ is an audience platform designed for marketers to transact on unique, addressable audience data across premium omnichannel inventory.

Through the data collaboration, brands can benefit from PubMatic’s extensive reach, enabling advertisers to engage audiences wherever they may be across all digital channels. Furthermore, brands may now access Nielsen’s premium audience data, along with insights into consumer behavior, preferences, and purchasing decisions. 

Nielsen’s rich audience data has a unique breadth and depth and includes proprietary fast-moving consumer goods (FMCG) data, credit card transaction data, psychographic data, intent, and interest data.

For Daisy Smith, associate director for Nielsen Marketing Cloud at Nielsen Australia, brands are constantly competing for consumers’ attention, hence audience data and insights play a significant role in engaging consumers when they are most receptive to advertising.

“With the widespread adoption of premium programmatic deals, the need to package high-quality datasets with premium inventory is bigger than ever. The partnership between Nielsen and PubMatic provides marketers with a high level of consumer intelligence while optimizing their advertising investments across all the touchpoints on the consumer journey,” Smith stated.

In a statement, Nielsen stated that their data layered onto PubMatic’s Auction Packages or private marketplaces (PMPs) may benefit advertisers by giving them the ability to leverage data and contextual targeting across premium inventory. 

“This can enable advertisers to identify and buy media with the publishers that attempt to attract the most suited, addressable audiences for each brand. This gives advertisers the opportunity to reduce wasted ad spend and focus budget on premium inventory, maximizing the effectiveness of campaigns,” the company said in a press statement.

Meanwhile, Peter Barry, regional director for ANZ and head of audience for APAC at PubMatic, commented, “With Nielsen data available through PubMatic’s Audience Encore, our clients can expand their media campaigns and reach new, highly targeted audiences. Our goal is to fundamentally change the way marketers and data owners transact on audience data by giving more control to the data owner and better return on investment (ROI) for the advertiser. For retail brands, this provides an exciting opportunity to engage consumers in the run-up to key shopping periods, such as Black Friday and the run-up to Christmas, to ensure they are top-of-mind when consumers look to purchase.”

The data collaboration recently follows the partnership between NielsenIQ and experience management (XM) company Qualtrics in aiding to create comprehensive brand experience solutions for brands.

California, USA – Programmatic digital advertising company PubMatic has announced that it is now expanding its fraud-free program to omnichannel clients, specifically those handling inventories of connected TV (CTV) and over-the-top media service (OTT).

The program is designed to expand scale and engagement opportunities for buyers and promote the development of the rapidly growing CTV sector, from a limited number of top-tier channels and apps, to a broader range of channels and apps with unique high value audiences.

Furthermore, it is expanded to include a money-back guarantee for demand-side partners if fraud is verified on PubMatic’s platform.

“We see tremendous upside potential in the transition from linear TV to connected TV, but fraud concerns have prevented some buyers from fully benefiting. We are confident in the quality of inventory on the PubMatic platform, and our fraud-free program should give buyers confidence to bid on quality CTV inventory at scale,” said Paulina Klimenko, chief growth officer at PubMatic.

She further says that publishers are creating a wealth of new premium TV content and that they are attempting to remove the major challenges and risks. 

“PubMatic is helping DSPs, agencies, and advertisers take advantage of the dramatic increase in opportunities to engage the huge numbers of viewers shifting to CTV,” added Klimenko

With many buyers continuously buying from a small number of CTV publishers due to concerns over quality and fraud, PubMatic’s fraud-free program aims to enable buyers to embrace the full potential of programmatic bidding, where efficiency and control do not need to be traded off against each other.

In addition, PubMatic believes the full potential of programmatic CTV can only be realized when buyers have confidence that their investments will reach real consumers within their intended contextual environments.

“PubMatic employs a rigorous inventory review process for publishers across all platforms and formats (mobile, desktop, digital video and CTV). Leveraging a combination of expert human analysis, proprietary and third-party fraud detection tools, PubMatic vets publishers prior to onboarding and implements pre-bid and post-bid protections to detect and filter out invalid traffic and other nefarious activity, and has historically achieved low fraud levels,” the company said in a press statement.

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.

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.”