Tencent appoints PubMatic to ramp up global ad business

Tencent Online Media Group ("OMG") has appointed PubMatic, the marketing automation software company, to identify and optimise global advertising revenue for the company's ad inventory outside China.PubMatic will join a select group of marketing firms to help monetise Tencent OMG's online advertising inventory across its multiple platforms including QQ.com, v.QQ.com and Tencent video app outside of China.In addition, the overseas mobile inventory of Tencent OMG will be added to the agency's mobile inventory to widen the reach for its roster of global advertisers."We are delighted to be working with Tencent OMG. This agreement validates PubMatic's significant investments in developing a best-in-class, end-to-end mobile solution that combines ad serving, yield management, work flow automation and real-time analytics." said Rajeev Goel, co-founder and CEO of PubMatic.The global mobile advertising market currently stands at $72 billion, and is projected to grow to nearly $200 billion by 2019, according to eMarketer.The Chinese internet giant has been actively working agencies over the past few month as part of a big monetisation strategy. In December, it announced it had partnered with both Group M and Dentsu Aegis on data-led partnerships to create smarter ad solutions for brands.