GroupM has partnered with sell-side platform Pubmatic to better deliver media transparency and innovation in digital advertising.
According to PubMatic, the alliance will bring benefits to both advertisers and PubMatic’s publisher partners, with GroupM to gain “programmatic advantages” and more efficient access to globally scaled, brand-safe inventory across a number of digital channels, such as connected TV, mobile and desktop environments.
“GroupM’s partnership with PubMatic brings our clients media transparency and an efficient path to premium inventory,” said Andrew Meaden, global head of investment at GroupM.
“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.”
Jeff Hirsch, chief commercial officer at PubMatic, added: “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.
“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.”
PubMatic aims to increase monetisation for app developers and publishers while enabling media buyers to reach target audiences in brand-safe, premium environments across all ad formats and devices.
