Sell-side platform PubMatic and Publicis Media have partnered to launch a targeted private marketplace (PMP). This follows the kick off of the World Cup in Russia, and also aims to create high-quality PMP deals at scale for marketers, based on unique sports audience segments across PubMatic’s premium Asia and global publishers, the statement read.
The PMP also looks to offer heavily curated, premium site lists based on marketers’ needs. The exclusivity of this partnership will initially be available in Singapore, Indonesia, Vietnam, Thailand and the Philippines, with plans to expand to additional markets in the region.
Jonathan Mackenzie, managing director, Publicis Media Asia Pacific said that 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,” he added.
Janet Leung, director of product, Publicis Media Asia Pacific, added that in the partnership looks to offer both contextually relevant sites and exclusive access to data which allows our advertisers to place their ads in front of the most relevant audience.
“The World Cup and PubMatic’s new offering provide an opportunity to further expand our Precision Marketplace solutions to include data-informed inventory,” Leung added.
“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,” Jason Barnes, CRO APAC at PubMatic explained.
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