Rapido and PubMatic Collaborate to Elevate Advertiser Engagement
India’s top commuter app, Rapido, has partnered with PubMatic, a stand-alone tech startup that provides the supply chain for digital advertising. Through this strategic partnership, PubMatic platform advertisers will have direct access to Rapido’s youthful, tech-savvy user base of over 11 crores. Through this partnership, advertisers will have access to a new customer touchpoint: customers who are highly intent and have the ability to make payments while they are on the go.
Rapido and PubMatic Partner for boosting advertiser engagement
Rapido facilitates about 2 million rides every day, or about 700 trips booked every minute, through its network of diverse services, including bikes, cars, and taxis, across 120 cities. With 75% of Rapido users falling into the NCCS A category, this partnership offers advertisers previously unheard-of chances to interact with a very wealthy and intent-driven audience.
Rapido and PubMatic’s collaboration leverages significant consumer macroeconomic trends, such as the increase in female employment and Gen Z audiences who prioritize mobile devices. This clientele, along with a range of platform-wide advertising formats like display, video, native, and interstitial, promotes greater exposure, impact, and interaction.
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Here’s what they said
Speaking on this eventful collaboration, Vivek Vashishta, Director, New Initiatives, Rapido, said,
“We look forward to augmenting our programmatic advertising offering through our partnership with PubMatic. We believe that a combination of our contextual inventory, intent driven audience and PubMatic’s advanced programmatic technology, will enable advertisers to drive value driven campaigns. Through this partnership, we are poised to create meaningful connections between brands and consumers, driving mutual value and fostering long-term success in the digital advertising landscape.”
Amit Yadav, Country Manager, South Asia, PubMatic, commented
“We are excited to partner with Rapido to provide our advertisers with access to Rapido’s highly engaged and diverse user base. As advertisers increasingly look to leverage commerce platforms and data for advertising, this partnership allows them to tailor their campaigns to effectively reach their target demographics. Our partnership with Rapido aligns with, and reinforces, our commitment to empowering advertisers, publishers and commerce players with the tools they need to succeed in today’s digital landscape.”
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PubMatic Announces Promotion of Frankie Warne to Senior Director, Advertiser Solutions, UK
PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, announced that Frankie Warne has been promoted to the position of senior director, advertiser solutions, UK. In this new role, Frankie Warne will be responsible for driving the commercial strategy for agencies in the UK.
Warne has been with PubMatic for seven years. During this time, she has built strong relationships across the regional agencies, greatly strengthening PubMatic’s position in the market. She has also been pivotal in developing the region’s supply path optimisation (SPO) strategy and instrumental in securing initial deals.
Tim Willcox, regional VP, UK, PubMatic Said,
“At PubMatic, we pride ourselves on continuing to support and develop the best talent in the industry. This new UK role is crucial for our business, and after assessing the needs and the calibre required to lead our UK agency relationships, Frankie was the obvious choice,”
“Frankie has consistently proven herself to be a highly effective leader, with an unrelenting drive to succeed and a relentless focus on finding the right solutions for our clients. I look forward to working with her as she leads the next phase of our buy-side evolution.”
Warne said,
“I am thrilled to step into this leadership role as we continue to build innovative technology to meet our customer’s needs,”
“We have a great team in place and I am looking forward to working with the regional team to drive our growth.”
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Klarna and Pubmatic partner to boost advertiser access to high-intent shopper community
PubMatic an independent technology company delivering digital advertising’s supply chain of the future, today announced a partnership with Klarna, the AI-powered global payments network and shopping assistant, to scale programmatic access to Klarna’s native advertising inventory via PubMatic’s Convert. The partnership will allow advertisers to reach and engage with Klarna’s high-intent global audience of 150 million shoppers directly at the point of purchase.
Klarna has one of the fastest growing communities of shoppers globally, with 37 million consumers in the US and 550,000 retailer partners representing over 2.5 million transactions per day. The company’s programmatic advertising offering rounds out its full suite of media solutions that encompasses affiliate, search, and influencer marketing, helping advertisers reach shoppers across the complete consumer journey, from awareness to consideration and conversion.
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The integration with PubMatic provides Klarna with scaled access to demand via whichever demand-side platform (DSP) a buyer is working with on both a self-serve and managed service basis. Advertisers can access Klarna’s high-intent audiences to drive enhanced campaign ROI – with click-through-rates three times higher than the industry average. The integration will initially be available in the US, with expansion to European markets to follow quickly thereafter.
David Sandstrom, Chief Marketing Officer at Klarna said,
“Our aim is to offer consumers a relevant, personalized and smooth shopping experience, while being a growth partner to retailers.”
“By partnering with PubMatic, we are excited to leverage the power of programmatic advertising to connect brands with the world’s most engaged shoppers at scale and create efficiencies in their media buys.”
Hashim Mian, Vice President of Commerce Media at PubMatic said,
“Our partnership with Klarna unlocks tremendous opportunity for advertisers seeking to drive high-performance campaigns at a time of disruption in the digital advertising ecosystem,”
“Buyers now have the opportunity to engage active shoppers, particularly valuable millennial and Gen Z audiences, directly at the coveted point of purchase. We look forward to growing our partnership with Klarna and creating meaningful connections between advertisers and consumers.”
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PubMatic has been scaling its commerce media offering, following the launch of its Convert platform in mid-2023. According to Magna Global, commerce media is expected to be a $158 billion market globally this year, growing to $220 billion by 2027. As commerce media continues to grow its share of marketers’ media mix, PubMatic is investing in innovation across the full spectrum of commerce media technology, including sponsored listings, onsite display and video advertising, and offsite audience extension.
To learn more about Convert, visit pubmatic.com/products/convert/.
About PubMatic:
PubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.
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PubMatic Announces Partnership with GroupM For Cohort-Based Modeling Capabilities
NYC/London, April 16th, 2024 — PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, announced a partnership with GroupM, WPP’s media investment group, to deliver cohort-based modeling capabilities for advertisers. This collaboration, a first-of-its-kind in the market, leverages a distributed AI model via Resolve, a Choreograph company, to enable scaled targeting across multiple publishers simultaneously, ensuring privacy-first ad buying at scale.
The proprietary technology, seamlessly integrated into the PubMatic SSP, utilizes impression level data to generate privacy-compliant audience segments. The technology delivers sustainable scalability for both buyers and sellers, with no personal data moved or shared in the buying process. Data is exclusively connected to inventory on the sell-side, creating enhanced auction packages for advertisers through advanced demand-side tools. This ensures full-scale inventory reach, while eliminating the need for ID matching.
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Data signals within the digital media ecosystem are evolving with the deprecation of third-party cookies on Chrome, impacting addressability across the open web. PubMatic has been making dedicated investments over the past few years to address this challenge, and 80% of impressions on the platform now have alternative signals to the third-party cookie available to buyers. Nonetheless, there remains work to be done to close the remaining gap. This new strategic partnership further expands our efforts towards ensuring robust protection of user data and fostering insight-driven advertising that fuels value for both brands and publishers.
User privacy is rigorously safeguarded through machine learning AI technology that collates data and drives segmentation, rather than third-party cookies, while it also eliminates the need for user-level data to be moved or shared during the buying process. This empowers publishers to leverage their first-party data without compromising user trust, providing more effective addressability to all GroupM advertisers. This approach is channel agnostic, which means publishers and advertisers can participate regardless of device or ad format, inclusive of CTV, mobile app, and browser environments. This collaboration creates a more transparent, privacy-first, and universally rewarding online advertising experience.
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Andrew Baron, Senior Vice President of Addressability and Marketplace at PubMatic reemphasizes,
“Upholding user privacy while simultaneously driving value for brands and publishers is of paramount importance in digital advertising. This first-of-its-kind partnership with GroupM offers a solution that combines PubMatic’s data and infrastructure with Resolve’s technology to deliver measurable advertising outcomes across cookieless inventory. This powerful combination of advanced privacy-safe technology and the extensive reach of PubMatic will redefine how publishers and advertisers collaborate, making it simple to optimise ad relevance and maximise the positive impact of ad campaigns on all sides.”
GroupM’s Senior Director of Investment, Rory Latham, says:
“This partnership with PubMatic gives us the opportunity to drive efficiency for clients by consolidating with fewer partners and strengthening our capabilities. By tapping into PubMatic’s vast range of capabilities and connections, we can enhance access to a triple-tiered selection of benefits including expanded addressability, refined data protection, and continued targeting precision even amid data access and regulatory challenges.”
The new solution is now available across the United States and United Kingdom.
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Roblox Partners with PubMatic To Boost Programmatic Video Ads Sales
PubMatic has partnered with Roblox, an online global immersive platform for communication and connection. An independent technology provider, PubMatic offers the future supply chain for digital advertising. After it becomes available later this year, the partnership will allow programmatic media buying of Roblox’s video advertising inventory. More brands will be able to easily connect with Roblox’s 71 million+ daily active users worldwide. The Gen Z demographic makes up nearly half of these as the platform scales access to premium brand advertising demand.
Roblox taps PubMatic for programmatic video ad sales
To boost sales of fresh video ads that the gaming platform Roblox plans to release later this year, the company has enlisted the services of PubMatic. Towards the end of 2023, Roblox started testing video ads as part of its most recent platform monetization initiatives. A portion of the profits will go to the video game’s virtual realm creators who allow these advertisements in their creations.
Roblox’s massive community
Roblox has developed an immersive community with millions of creators worldwide since 2006. Social gatherings, gaming, concerts, sports, fashion shows, educational opportunities, and entertainment are just a few of them. Roblox boasts one of the strongest virtual economies globally, so the growth of its advertising division will facilitate easy access to this community and let brands engage with it without having to produce original content.
Transparent programmatic ads on Roblox
Programmatic ads on Roblox, like all other advertising on the platform, are subject to the Community Standards and Advertising Standards. These standards are based on the idea of making advertising transparent, safe, and considerate of people’s privacy while also providing chances for community members to participate, innovate, and make money. Additionally, Roblox users will be aware when they are engaging in advertising, and only users 13 years of age and older will continue to receive ads.
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Availability of Immersive Video Ads
Later this year, advertisers will be able to run their own Roblox immersive video ads after they pass an alpha test. To maximize access and guarantee unmatched control and brand suitability, the video ad inventory will eventually be made available to PubMatic buyers. These will be available via programmatic guaranteed, private marketplaces (PMPs), auction package deals, and open exchange. By doing this, the platform will be able to take advantage of PubMatic’s enormous demand. It includes supply path optimization agreements with premium brands and advertising agencies. The new partnership expands PubMatic’s reach into the social and native advertising segments. Furthermore, it enhances its strengths in connected TV, online video, mobile apps, and display.
Roblox for Brands
Roblox recently launched its “Roblox for Brands” website in March of this year. It is a resource that offers brands information to help them make the most of the platform in addition to its partnership with PubMatic. Additionally, Roblox updated its Ads Manager with new brand suitability controls. These assist advertisers in determining which experiences best fit their brand’s objectives. Roblox, which makes money from in-game sales of virtual currency called “Robux,” has increased its efforts to broaden its customer base beyond children between the ages of 9 and 12.
Here’s what they said
Stephanie Latham, VP of global partnerships, Roblox said,
“We are committed to making it easier for brands to foster connections with our highly engaged community on Roblox. Partnering with PubMatic unlocks the opportunity for more advertisers to seamlessly engage this community through preferred content formats, like video, while providing advertiser controls around brand suitability. The ad experience we offer on the platform is built to be immersive instead of disruptive, and true to the Roblox experience that our community of creators, users, and brands know and love.”
Kyle Dozeman, Chief Revenue Officer, Americas at PubMatic commented,
“We are thrilled to partner with Roblox to deliver a pioneering advertising solution that marries monetization with user experience. Advertising creates significant opportunities for many companies, and it funds and fuels the endless potential of the internet. We look forward to empowering Roblox to maintain full control over its advertising ecosystem while enabling advertisers to reach their target audiences effectively.”
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PubMatic and Internews Collaborate to Access Global Advertising
PubMatic, an independent technology company delivering the future supply chain for digital advertising, has announced a partnership with Internews. Internews is an international non-profit that supports independent media in over 100 countries. Through this partnership, brands can now access global advertising across responsible content and adopt news-encompassing marketing strategies that have a positive social impact, generate economic returns, and expand their customer base.
Partnerships can access global advertising for responsible content
The foundation of the collaboration is Internews’ Ads for News Initiative. It uses local media specialists on the ground to screen local news websites and guarantee the accuracy of the content. Using a wide range of evaluation criteria, this non-profit work is carried out worldwide. The criteria include the Global Alliance for Responsible Media’s (GARM) standards for brand safety and suitability. The Ads for News-vetted quality news sites and domains are directly accessible through private marketplaces (PMPs), local market inclusion lists, or biddable inventory packages via PubMatic.
Internews-led Media Viability Accelerator initiative
The collaboration, which will leverage both companies’ cutting-edge technologies, will include integration with the upcoming Internews-led Media Viability Accelerator initiative, allowing PubMatic to gain access to a wealth of insights and pull curated lists of trusted media into its own systems based on specific content themes such as gender, environment, and health news and information.
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Through this partnership, advertisers will find it easier to purchase media based on content quality standards. Furthermore, reputable news sources will promote high-caliber journalism. The partnership aims to instill confidence in the purchase of responsible news. The initiative offers the widest range of online news publishers in the industry. There are over 14,000 carefully selected and high-quality publishers available in 54 international markets.
Here’s what they said
Eric Bozinny, Senior Director, Marketplace Quality at PubMatic said,
“A thriving, open internet must be based upon an ecosystem that is built to deliver positive outcomes for everyone. PubMatic is committed to both responsible operations and supporting responsible media. Quality journalism is vital to the health and wellbeing of our society – more so today than ever. Top tier brands have made a strong commitment towards supporting credible news sources via their advertising activities, but they must be able to do so with the utmost confidence that their budgets are going toward quality, brand-safe outlets and coverage.”
Internews’ Chris Hajecki, Director Ads for News, added,
“Brands and their agency partners are investing more responsibly and evolving their old ways of working. One of these evolutions is towards inclusion of quality journalism in media planning— particularly as more brand safety assurances are now on offer. Supporting quality journalism is a pillar of responsible ad investing and results in more sustainable and transparent supply chains, higher economic returns for advertisers, and positive impacts on society.”
Read More: Vevo Collaborates with PubMatic for Programmatic Growth in CTV Advertising
Vevo Collaborates with PubMatic for Programmatic Growth in CTV Advertising
PubMatic, an independent technology company that delivers the future supply chain for digital advertising, has announced a collaboration with Vevo, the world’s leading music video network. Through the partnership, Vevo will be able to accelerate the growth of its programmatic CTV business and offer advertisers scaled reach across its premium library.
Partnership for programmatic growth in the CTV landscape
With over 800,000 videos across its global network, Vevo boasts an average monthly view count of 25 billion. Media buyers worldwide will have unrivaled access to Vevo’s vast, premium CTV inventory through a partnership with PubMatic. Vevo will leverage PubMatic’s massive demand, sophisticated programmatic trading capabilities, and strategic relationships for supply path optimization. It will be able to take advantage of numerous opportunities to deliver targeted ads in immersive, brand-safe, and engaged environments to a wide range of audiences. At the same time, it will gain a substantial increase in ad yield.
Accessible programmatic inventory
Vevo’s objective of becoming prevalent through ever-widening video distribution and continuous improvement of its monetization strategy is closely aligned with this integration. By making inventory programmatically accessible to a variety of demand partners via PubMatic’s platform, Vevo is expanding its participation in various sales environments and building on its prior success with direct dealing. Vevo’s content is currently available on the Vevo TV app, over 20 distinct Free Ad-Supported TV (FAST) channels, and social media platforms like YouTube.
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Through the new partnership, media buyers will have access to both Vevo’s premium inventory and PubMatic’s state-of-the-art addressability and transparency solutions, which are known to improve ROI.
Here’s what they said
PubMatic’s Nicole Scaglione, Global VP for CTV/OTT and Video said,
“This collaboration marks a major milestone on multiple fronts. The partnership will enable greater growth and innovation by fulfilling the requirement for an efficient, transparent, and premium-grade supply of inventory. As well as allowing us to connect programmatic buyers with high-value music video inventory, it reinforces PubMatic’s standing as a leading force in the CTV space — cementing our position as a go-to platform for existing and new CTV players. We look forward to playing a key role in powering trading that optimises ad revenue for both buyers and sellers.”
Vevo’s EVP of Revenue, Distribution & Data Operations, Natalie Gabathuler-Scully, added,
“This partnership will allow Vevo to considerably elevate the advertising opportunities we can provide at a global level and drive our programmatic business forward. Leveraging PubMatic’s extensive preferred demand relationships will considerably augment our monetisation approach, especially across our TV app and FAST channels on over 35 CTV platforms worldwide.”
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Adverty Partners with PubMatic to Reshape In-Game Advertising
Adverty, the industry leader in in-play advertising, announced the expansion of its partnership with PubMatic, an independent technology company that provides the digital advertising supply chain of the future, in a strategic move that is poised to completely reshape the in-game advertising landscape. Through this partnership, PubMatic can further establish itself as Adverty’s preferred Private Marketplace (PMP) partner on a global basis. The alliance demonstrates Adverty’s dedication to going global.
Elevating in-game advertising
Adverty will be able to easily integrate its cutting-edge In-Play video and display advertising solutions across a variety of markets thanks to PubMatic’s broad reach and strong infrastructure, reaching a larger audience with unmatched efficiency for global reach and scale. PubMatic’s state-of-the-art technology and expertise in programmatic advertising will open up new revenue streams for Adverty from its in-game ad inventory. The collaboration serves as a testament to PubMatic’s ongoing commitment to the gaming sector.
Access to advertiser network
Through the expanded partnership, Adverty will have access to PubMatic’s vast advertiser network. Adverty is now able to provide advertisers with more accurate and customized in-game advertising experiences through its dynamic and targeted ads thanks to PubMatic’s advanced sell-side targeting capabilities. Through this partnership, brands can easily engage with their target audiences in the context of gaming. The enhancement of user experience will be given priority when using PubMatic’s PMP technology.
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Unlocking new avenues for in-game advertising
Adverty can optimize ad delivery, minimizing latency and guaranteeing a flawless gaming experience for users. Moreover, it can optimize revenue for publishers by utilizing PubMatic’s header bidding capabilities. The partnership demonstrates a common dedication to innovation in the field of digital advertising. Together, Adverty and PubMatic will look into novel technologies and formats, remaining abreast of market developments and providing publishers and advertisers with state-of-the-art solutions. Among them is the recently released programmatic VAST video support for In-Play by Adverty.
Commitment to innovation
The collaboration between Adverty and PubMatic marks a turning point in the history of in-play advertising. They look to further develop their relationship to spur innovation. Furthermore, they wish to broaden their global reach and provide unmatched value to publishers, advertisers, and gamers as well.
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PubMatic and Intent IQ Join Forces with Strategus for CTV-to-iOS Retargeting
Intent IQ and PubMatic have joined forces with Strategus, a technology company that develops cutting-edge solutions for programmatic CTV advertising campaigns. The partnership will enable the retargeting of iOS users who have seen CTV advertisements. Advertisers can now reach valuable iOS audiences with the new cookie-less audience activation solutions, which improve CTV campaign results.
CTV-to-iOS Retargeting
As of June 2023, 54% of mobile phone users in North America were iOS users, according to Statista research. Apple iPhone owners are a desirable, young, affluent demographic that is often hard to target in digital advertising campaigns. The new Strategus solution combines the industry-leading knowledge of both companies in cookie-less and CTV advertising to successfully retarget iOS users. It is powered by the integration of Connect, PubMatic’s fully integrated and comprehensive audience platform, and Intent IQ’s cookie-less audience activation tool.
Intent IQ – PubMatic
- On behalf of its publisher partners, Intent IQ gathers and enhances data signals from over 800,000 websites. It generates a cookie-less audience that includes 180 million North American users for privacy-protected audience targeting and retargeting on their iPhones, Safari, and other cookie-less browsers.
- Using a Deal ID targeted at a custom audience of iOS users defined by first-party or third-party data, joint PubMatic-Intent IQ advertising partners can easily activate the addressable cookie-less audience that is integrated into PubMatic Connect.
- Leading CTV-managed service provider Strategus can identify viewers of CTV ads. It can retarget them directly on their iOS devices. It is all thanks to the combined PubMatic-Intent IQ integration, which enhances campaign performance for CTV brand clients.
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Here’s what they said
Joel Cox, co-founder and senior vice president of strategy and innovation at Strategus said,
This new technology solution is a significant breakthrough, as CTV advertisers can now retarget iOS users for the first time. The cookieless, privacy-safe approach to retargeting makes it possible for our CTV customers to improve the performance and maximize the ROI of their advertising campaigns.
Fabrice Beer-Gabel, Vice President of Strategy at Intent IQ added,
By combining our patented distributed identity technology with PubMatic’s programmatic infrastructure and Strategus’ CTV expertise, we can help marketers deliver immediate and improved value for their CTV advertising while also targeting the coveted iOS audiences. The new solution, powered by our cookieless universal ID and audience activation suite, will enable both better ROI for marketers and improved monetization for publishers.
Peter Barry, VP of Addressability and Commerce at PubMatic stated,
Buyers are increasingly looking for solutions that combine consumer privacy and advertiser ROI across channels and formats at scale. We are excited to be part of this collaborative effort to enable our clients to activate iOS audiences for CTV campaigns. Through innovative solutions like this, we look forward to helping publishers and buyers move beyond the limitations of anonymous targeting solutions to drive superior outcomes.
Read More: PubMatic Partners with PhonePe for Premium Mobile App Inventory and Audiences
PubMatic Partners with PhonePe for Premium Mobile App Inventory and Audiences
PubMatic, an independent technology company that delivers the supply chain of the future for digital advertising, and PhonePe, the top mobile payments and financial services platform in India, announced their partnership. PubMatic’s programmatic buying partners will now have access to PhonePe’s premium mobile app inventory and audiences thanks to this collaboration. The agreement offers Indian media buyers a unique opportunity to reach PhonePe’s Indic-language-speaking audiences in a variety of metropolitan and non-metropolitan locations, as the industry searches for sustainable and unique solutions.
PhonePe – India’s largest UPI ecosystem
With more than 500 million registered users and a 47% market share in India’s instant payments ecosystem through the Unified Payments Interface (UPI), PhonePe is a major player in the country’s transition to a cashless economy. PhonePe has teamed up with PubMatic to fully utilize its digital advertising inventory as part of its mission to drive product innovation and enable more customers and businesses to go digital.
Enhanced Audience Experience
PhonePe will make use of PubMatic’s cutting-edge programmatic technology to provide viewers with an improved user experience and a privacy-compliant, fraud-free supply chain for advertisers. In addition to guaranteeing that viewers utilizing the PhonePe platform will see related and interesting advertising, the partnership gives advertisers programmatic access to users of the platform at scale.
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Here’s what they said
Amit Yadav, Country Manager, South Asia, at PubMatic said,
We’re excited to support PhonePe in diversifying and enhancing its digital monetisation by making its inventory and audiences available to a wider range of advertisers via programmatic technology. This partnership helps PhonePe to maintain a positive experience for the consumers and businesses who use its platform every day, while making these high-value audiences available to PubMatic’s advertiser partners.
Sravanthi Pasumarthi, Director of Strategy & Operations, PhonePe Ads added,
We are excited to partner with PubMatic and get a foothold into the programmatic advertising space. At PhonePe, we bring to the table the widest reach in India, deep user cohorts, and a whole suite of brand solutions that enable advertisers to uniquely leverage our strengths for their brand solutions at scale. We believe that this partnership will elevate the overall advertising experience on our platform for both our partners and users. The PubMatic-PhonePe collaboration underscores the growing significance of programmatic advertising within India’s evolving digital ecosystem. This strategic partnership empowers advertisers to connect with highly engaged audiences, creating meaningful interactions that drive tangible business outcomes.
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