CANNES, France – PubMatic, the marketing automation software company for publishers, announced the expansion of its relationship with MediaMath to include programmatic sales of premium mobile, video, and direct advertising inventory. In addition to its existing API integration, MediaMath will soon offer its clients API-based access to premium mobile and video inventory through PubMatic.
“There are clear reasons why an open ecosystem makes sense for both publishers and buyers”
The ability of buyers to tap into programmatic direct and video inventory cannot be overstated; eMarketer predicts the growth of programmatic direct will reach $8.6 billion by 2016 in the US alone, and estimates that formats like video will garner as much as $1.4 billion of global digital ad spend. In order to capitalize on the expanding digital advertising market, it is imperative that publishers and marketers have access to technology providers invested in maintaining open access to the vast amounts of demand and ad inventory available today.
“There are clear reasons why an open ecosystem makes sense for both publishers and buyers,” said Rob Jonas, Global Chief Revenue Officer at PubMatic. “As new programmatic buyers join the market, we are seeing more complexity overall and a general fragmentation of buying. Integrating these new demand and supply sources is easier for everyone in an open environment. That’s why PubMatic is invested in empowering media buyers to buy intelligently and efficiently, however they want to—either by leveraging our Media Console or by integrating directly using our APIs.”
“Core to the success of programmatic – whether on the open exchange or negotiated directly – is creating value for both the publishers and advertisers, ensuring efficiency of execution, and driving greater performance and delivering outcomes,” said Sam Cox, VP, OPEN Global Media, MediaMath. “With PubMatic’s Programmatic Direct Unified API, we can provide our customers with streamlined access to guaranteed, premium publisher inventory with one simple integration.”
The benefits of PubMatic’s API-based platform architecture allows buyers to integrate premium inventory across channels, screens and formats—from Automated Guaranteed to Private Marketplace, across display, mobile and video—using their existing platform and workflow. This helps to minimize the need for new training or additional support and enables PubMatic’s partners to deliver a better customer experience.
PubMatic is the marketing automation software platform company that powers the programmatic advertising strategy of publishers. Through workflow automation, real-time analytics and yield management, PubMatic enables publishers to make smarter, faster decisions that drive revenue and streamline operations. The company’s software solution provides a global roster of comScore publishers with a single view into their advertiser relationships across every screen, every channel and every format. PubMatic was ranked by Deloitte as one of the fastest growing companies in the US Internet sector for the third consecutive year in 2014. The company has offices worldwide, and is headquartered in Redwood City, California.
MediaMath (www.mediamath.com) is a global technology company that’s leading the movement to revolutionize traditional marketing and drive transformative results for marketers through its TerminalOne Marketing Operating System™. A pioneer in the industry introducing the first Demand-Side Platform (DSP) with the company’s founding in 2007, MediaMath is the only company of its kind to empower marketers with an extensible, open platform to unleash the power of goal-based marketing at scale, transparently across the enterprise.
TerminalOne activates data, automates execution and optimizes interactions across all addressable media, delivering superior performance, transparency and control to all marketers and better, more individualized experiences for consumers. It has a seasoned management team leading 15 global locations across five continents. Key clients include every major agency holding company, operating agency and top brands across verticals.