PubMatic has teamed up with Publicis Media to form a targeted programmatic private marketplace (PMP) for advertisers and publishers based in APAC, providing transparency and consistently performing deals across multiple publishers.
The platform according to PubMatic is aimed at advertisers in the APAC region who are keen to enter into the sports market, targeting audience segments across the firm’s existing publishers while having access to Publicis’ premium inventory and data solutions.
In addition, the PMP will allow marketers to pre-plan campaigns in advance, through easy access to visibility, audience reach and impressions.
“Addressing pain points”
PubMatic’s developments follow from the company’s announcement earlier in the year that it operates with “zero” buy-side fees for all advertisers, publishers and agencies using its platform.
While programmatic ad spend is growing globally, concerns about the buying model itself and the increased fees and poor transparency continue to impact the process of campaigns and how they are negotiated and sold between parties.
“As brand spend increasingly shifts to programmatic, we have seen buyers like Publicis Media demand more sophisticated PMPs with increased capabilities without having to choose between quality or scale,” said Jason Barnes, chief revenue officer for APAC at PubMatic; “PubMatic created Targeted PMPs to address these buyer pain points and evolve the PMP landscape. We’re excited about this exclusive launch partnership with Publicis Media.”