PubMatic, the company that provides automation and programmatic tools for publishers, has just announced a partnership with Publicis Media. Together, the companies are launching a targeted private marketplace (PMP) in Asia Pacific just in time for the Russia World Cup.
“As brand spend increasingly shifts to programmatic, we have seen buyers such as Publicis Media demand more sophisticated PMPs with increased capabilities without having to choose between quality or scale,” added Jason Barnes, CRO APAC at PubMatic.
It will provide unique sports audience segments for PubMatic premium Asia and global publishers.
Initially, only marketers in Singapore, Indonesia, Vietnam, Thailand, and the Philippines will have access to the PMP.
“While programmatic private marketplaces offer greater assurances of better quality inventory, they still need to improve to gain the confidence of advertisers and planners alike. Whether it is more reliable pacing and delivery or greater scale when combining inventory and data, there is still a bit of a way to go,” explained Jonathan Mackenzie, managing director at Publicis Media Asia Pacific. “At Publicis Media, we are excited to partner with PubMatic around the World Cup to provide the best inventory and data solution to all Publicis Media brands”