KUALA LUMPUR, May 25 (Bernama) -- PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, has announced the launch of Connect, a comprehensive and fully integrated platform to enable media buyers to seamlessly connect with their target audiences across the open internet.
“As media buyers seek to maximise the value and ROI of their media spend, audience addressability is a critical piece of the puzzle,” said VP, Addressability at PubMatic, Peter Barry in a statement.
“Connect sets a new standard for efficiency and effectiveness in media targeting, giving advertisers access to specific audiences using the data currency they prefer, in one streamlined platform. There is a robust future for sell-side audience addressability, and this will give publishers and advertisers better control over revenue and performance.”
Connect is one of the only unbiased addressability offerings that combines many of the preferred signal approaches into one platform, including known identity, first and second-party data, contextual signals, seller-defined audiences, and modelled audiences.
The solution enables brands and media buyers to activate a portfolio approach to addressability to improve ad relevance while respecting consumer privacy, well ahead of the ecosystem's transition away from the third-party cookie.
Connect builds on the momentum of the company’s audience business, which has increased over 3x in the past year, thanks in part to strong growth drivers such as supply path optimisation deals and PubMatic’s connected TV (CTV) business.
By bringing audience targeting to the sell-side of the digital advertising ecosystem, PubMatic’s Connect provides ad buyers with greater control over how inventory and data are packaged and transacted to drive the best performance for their campaigns.
As a result, buyers get sustainable audience resolution, increased reach and scale, and greater return on ad spend – across display, video, mobile app, and CTV.
Connect unites a portfolio of addressability solutions that PubMatic has developed over the past few years into a single platform, making it easier for buyers to access and activate various data signals across channels.
-- BERNAMA
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