PubMatic has launched Private Marketplace Guaranteed (PMP-G) deals that bring together the certainty and premium audiences of direct deals to the advanced audience targeting of programmatic.
Additionally, buyers using PubMatic Curated Audiences capabilities can now segment and target audiences at scale in the same guaranteed environment with the packaging of multiple private marketplace (PMP) offers from various publishers, all under a multi-publisher single deal ID.
PMP-G combines the assurances of direct sold media with the data targeting and efficiency of real-time bidding, allowing advertisers to buy programmatic inventory with confidence.
Publishers and advertisers can sync audiences in advance of a campaign, providing buyers with a higher degree of certainty than standard PMPs to fulfill an audience buy or reach a certain budget over a fixed period. For publishers, this provides more predictable revenue forecasting for their business.
“MediaMath enables the best in class omni-channel experience to its clients. For the same, PubMatic and MediaMath are partnering to bring the power of guaranteed delivery through programmatic pipes,” said Tanuj Joshi, vice president of media partnerships at MediaMath.
“This is revolutionary in not only unlocking inventory tranches for clients which were previously inaccessible through RTB but would also help publishers have more confidence in the ever rising density and adoption of all forms of media execution – including guaranteed – through programmatic pipes.”
“PubMatic is dedicated to enabling a more automated media buying world for brands and advertisers, that will help them reach their global audiences at scale,” said Kirk McDonald, president of PubMatic.
“Programmatic changed the way media is transacted, and we believe that PMP-G technology is transforming the industry into a more effective and efficient marketplace, where advertisers can be certain of reach and performance for their campaigns, and publishers can maintain control of their inventory and business.”
By eliminating the need to manage multiple deals and campaigns, PubMatic Curated Audiences provides media buyers with a significantly more efficient workflow. Using an intuitive dashboard, buyers can quickly discover customised PMPs that are built around the specific needs of an advertiser’s campaign, such as audience or content, demographic profiles or KPIs such as viewability.
“PubMatic has been an incredible partner in the ever-changing world of real time programmatic buying,” said Christopher Martin, vice president advertising operations at MightyHive.
“They’ve been our one-stop shop for highly viewable inventory across our diverse client base. Now, with Curated Audiences we can discover quality publisher data quickly, shortening the procurement cycle for audience and contextual at scale.”
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]
To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]
Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]
Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]
Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]