B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: PubMatic Secures Data Partnership With HYP Technology
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Technology > PubMatic Secures Data Partnership With HYP Technology
Technology

PubMatic Secures Data Partnership With HYP Technology

Staff Writers
Published on: 23rd June 2021 at 8:26 AM
Staff Writers
Share
3 Min Read
SHARE

PubMatic has today announced it has secured a data partnership with Australian-based consumer intelligence provider HYP Technology.

The partnership will enable digital media buyers to leverage rich audience segments across all screens and channels — including mobile, connected TV, and web browsers – PubMatic’s premium inventory. The direct integration, via PubMatic’s Audience Encore, allows buyers to activate HYP’s custom and multilayered audiences at scale and, for the first time at the supply level.

Audience Encore is an audience data platform designed to improve how marketers and data owners transact by giving more control to the data owner and better ROI for the advertiser. Publishers with first-party data and data providers can simply upload their segments to Audience Encore, generate a Deal ID for single, recurring, or customized use, and then transact programmatically alongside premium PubMatic inventory in private or open marketplaces.

“HYP has created a powerful data set of Australian audience insights. We believe this partnership will help marketers get more from their campaigns by reaching the right target audiences, and reaching the audiences their competitors can’t,” said Peter Barry [pictured], Regional Director PubMatic ANZ, and Head of Audience, APAC. “The addition of this data to PubMatic’s Audience Encore platform is a win for advertisers across Australia, and could help drive more ROI for their programmatic campaigns.”

The HYP platform’s data source includes more than 1,500 ready-built audience segments, such as location, behaviour, age, gender, income, and household type. HYP sources its data from approximately 20 million devices every month, and uses this data, enhanced by its machine learning technology, to measure consumer behaviour and intent for omnichannel campaigns. The audience segments are refreshed daily, meaning advertisers benefit from a ‘living’ data set rather than relying on historical data.

“Our mission is to make the challenging task of implementing data for marketing effortless, portable and meaningful,” said Yun Yip, HYP APAC Managing Director. “We are the consumer intelligence partner for Australia’s top media companies and brands. Our data source is 100% cookie-free and privacy compliant. We are excited to work with PubMatic on a data strategy that is applied at a point closest to source, and sustainable beyond the current climate. We are keen to work on a partnership that delivers incremental marketing effectiveness and outcomes.”

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: HYP, pubmatic
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

AI Is Moving Fast & That’s Exactly What CMOs Need
10/07/2025
Yang Han.
StackAdapt Launches AI-Powered Assistant ‘Ivy’ For Data-Driven Decisions
10/07/2025
TV Ratings (09/07/2025): NSW Blues Loss Proves A Winning Formula As Origin Game Three Smashes Records
10/07/2025
"Hammy" from sportsbet.
Sportsbet Kicks Off Same Game Multi Campaign
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?