Premium digital technology company PubMatic has announced a partnership with Captify that will enable advertisers to activate online search data and target audiences in private programmatic ad marketplaces in Australia and New Zealand.
The new offering from Captify, Programmatic Search Intelligence (PSI) uses Captify’s dynamic and live audiences – built from billions of real-time onsite searches – and overlays that data into PubMatic’s premium publisher inventory to activate targeted audiences across a range of media, such as video and display. The global partnership enables brands to curate private marketplaces, and includes Australia and New Zealand.
The partnership will utilise PubMatic’s Audience Encore, an identity platform designed to improve how marketers transact on audience data by giving them access to premium omni-channel inventory layered with quality data. Activation is simple; like in a standard PMP deal, marketers can use their existing workflows and transact through the demand-side platform (DSP) of their choice.
“Captify brings a diverse and premium group of advertisers to the PubMatic platform,” said PubMatic regional director Australia and New Zealand Peter Barry.
“High-performing search data is a valuable inroad to partnerships with big brands and, as the industry leader in search intelligence, Captify’s intent-driven data is highly respected and sought after by our premium buying partners.”
Captify SVP of global partnerships Matthew Papa said the partnership brings Captify ever closer to achieving its mission to make search data accessible across all channels and beyond the walled gardens.
“As a premium global media brand, PubMatic aligns perfectly with Captify’s vision to deliver data-led innovation to the market and shares in our commitment to deliver this with brand safety, transparency and trust for our advertiser clients,” said Papa.
He also said that more than 800 brands globally use Captify’s Search Intelligence to drive uplift for media and marketing strategies.
Partnering directly with over 1,300 publishers across more than six million web sites, Captify’s Semantic Technology collects and connects billions of monthly intent signals from the world of search that exists outside
Please login with linkedin to commentpubmatic
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]