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PubMatic & Publicis Media Form Targeted Programmatic Marketplace
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PubMatic & Publicis Media Form Targeted Programmatic Marketplace

PerformanceIN

The platform will address some of the market’s limitations by providing publishers better transparency and more efficient workflows.

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.”

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Mustafa Mirreh

Mustafa Mirreh

In addition to managing editorial on PerformanceIN, Mustafa reports on the latest day-to-day news updates from the world of digital marketing, while also doing social media promotion, live reporting of events, article features and interviewing key industry players and stakeholders.

Based in Bristol, Mustafa graduate with a marketing degree before delving into the world of music journalism through self-starting an online blog and collaborating with other publications. Now he has joined the PI team and has set his sights on succeeding in digital marketing.

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