PubMatic Leads the Way in Adopting Addressability Alternatives, Delivering Monetization Benefits for Publishers
08 1월 2024 - 11:05PM
PubMatic (Nasdaq: PUBM), an independent technology company
delivering digital advertising’s supply chain of the
future, announced recent expansion and success of Connect, its
fully-integrated audience solution that leverages addressable
signals from across the open internet to help data owners drive
monetization and help media buyers drive performance. With Connect
as a centralized access point for addressability solutions, the
company has not only adapted to industry changes but has also
delivered a quantifiable monetization lift for publishers.
Last week, Google began turning off third-party cookies for
Chrome users, with plans to completely disable third-party cookies
by the end of the year. As the digital advertising landscape
undergoes this seismic shift with heightened privacy regulations
and the demise of anonymous targeting, PubMatic sits at the nexus
of consumer consent. The company has expanded its partnerships with
leading alternative IDs, audience data partners and contextual
providers to ensure publishers and advertisers can continue to
deliver relevant, impactful advertising across the open internet.
As a result, over 75% of impressions on the PubMatic platform have
alternative targeting signals attached other than the cookie.
PubMatic is now integrated with nearly 30 alternative IDs,
including LiveRamp’s RampID and The Trade
Desk’s Unified ID 2.0, to drive increased ROI for
advertisers as well as increased publisher revenue and CPMs.
Analysis conducted across more than 600 billion ad impressions
processed daily by PubMatic concluded that when alternative IDs are
present in the bid stream, publisher revenue increased by 16%
globally, with the largest revenue lift seen in EMEA and the
Americas. Additionally, bid rate increased when alternative IDs
were present, indicating that buyers were more interested in
transacting on those impressions.
In addition to alternative IDs, PubMatic supports dozens of
global data providers to create robust and effective omnichannel
advertising solutions, further extending privacy-safe, targetable
data available for buyers. Audience data providers integrated with
PubMatic include:
- Ascentlabs Digital, powered by Semasio;
- Audigent, whose pioneering data activation,
curation, and identity platform unlocks the power of privacy-safe
data to maximize addressability and monetization of media at
scale;
- L2, America’s leading national, non-partisan
voter file provider;
- NCSolutions, enabling advertisers to grow
their brands, run more effective campaigns, and make lasting
customer connections through purchase-based consumer insights;
- SambaTV, leading provider of TV technology for
audience data and omniscreen measurement; and
- United Internet Media, whose Target Group
Planning delivers precise advertising messages to a vast,
high-quality audience of 38 million monthly unique users in
Germany.
Rounding out its addressability offering, PubMatic has scaled
Connect to support contextual solutions with over a dozen global
providers like Captify, Proximic by
Comscore and Seedtag. Plus, the solution
is integrated with various other data providers like attention
measurement and optimization platform, Playground
xyz, and adaptive streaming specialist,
SeenThis enabling PubMatic to offer holistic,
privacy-focused targeting solutions to buyers.
“Our mission is to fuel the endless potential of internet
content creators, and in today’s regulatory and privacy-centric
environment, this requires collaborative partnerships and
integrated technology,” explained Andrew Baron, senior vice
president of addressability and marketplace at PubMatic. “Through
Connect, we’ve developed innovative, omnichannel solutions that not
only address the challenges posed by the changing digital
advertising landscape but also set a new standard for effective and
privacy-conscious advertising.”
As PubMatic continues to prioritize partnerships and
collaboration, it remains dedicated to driving the future of
digital advertising through innovation, strategic alliances, and a
steadfast commitment to user privacy.
About PubMatic:PubMatic (Nasdaq: PUBM) is an
independent technology company maximizing customer value by
delivering digital advertising’s supply chain of the future.
PubMatic’s sell-side platform empowers the world’s leading digital
content creators across the open internet to control access to
their inventory and increase monetization by enabling marketers to
drive return on investment and reach addressable audiences across
ad formats and devices. Since 2006, our infrastructure-driven
approach has allowed for the efficient processing and utilization
of data in real-time. By delivering scalable and flexible
programmatic innovation, we improve outcomes for our customers
while championing a vibrant and transparent digital advertising
supply chain.
Press Contact:Broadsheet Communications for
PubMaticpubmaticteam@broadsheetcomms.com(917) 826-1103
PubMatic (NASDAQ:PUBM)
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