After a big earnings report in February, PubMatic has another feather in its cap.
On Tuesday, the sell-side platform announced that it has been selected by GroupM to be the company’s SSP globally. With the deal, GroupM will get access to PubMatic’s inventory worldwide, with PubMatic’s publishers benefitting from GroupM’s global demand roster.
In a statement, Andrew Meaden, Global Head of Investment at GroupM, attributed the win to PubMatic’s transparency, efficiency and global inventory across emerging channels.
“GroupM’s partnership with PubMatic brings our clients media transparency and an efficient path to premium inventory,” he said. “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.”
Identity resolution for user-level targeting is also key to the deal. With third-party cookies being jettisoned by browsers and Apple making IDFA entirely opt-in with iOS 14, advertisers are seeking new ways to determine user-level identity for campaign targeting. PubMatic claims that its suite of addressability solutions, including Identity Hub and Audience Encore, offer features that help marketers reach scaled personalization across the open web.
Identity Hub is an ID management, implementation and measurement platform for publishers, which is increasingly critical as more identity solutions emerge from players like The Trade Desk, LiveIntent, and others. It enables the use of any advertiser preferred user identifier, which, in turn, helps advertisers meet the addressability opportunity. Audience Encore is a data platform that lets ad buyers use a publisher’s first-party data across PubMatic’s exchange.
“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,” said Jeff Hirsch, Chief Commercial Officer at PubMatic. “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.”
