Stockholm, Sweden — PubMatic, the marketing automation software company for publishers, and AudienceProject, the market leader in the Nordic region in campaign measurement, announced an agreement where PubMatic will integrate AudienceProject data into its platform. The partnership, the first of its kind for AudienceProject, will enable publishers to increase performance on PMPs (private marketplaces) and help deliver accurate impressions in socio demographic segments for media buyers (e.g. agency trading desks).
With the largest digital panels in the Nordic region, AudienceProject data will help PubMatic publishers increase the value of their inventory for media buyers by providing an important targeting service, therefore increasing CPMs and overall revenue. Since a majority of demand side clients within the Nordic region already use AudienceProject for campaign validation, this partnership will allow them to buy valuable, data-enriched publisher impressions through the same source.
The first publisher consortium to use AudienceProject via PubMatic’s ‘One Platform’ will be Adapt ADX, a joint venture consisting of Sweden’s six largest newspaper groups (Stampen, VK Media, ProMedia, Mittmedia, EK, NLT) reaching more than 50% of the Swedish Internet population.
Anna Ireby, Managing Director of Adapt ADX explains why the company decided to use AudienceProject’s data through PubMatic, “We have a strong relationship with PubMatic demonstrated by our recent commitment to using their ad serving. A forward thinking and strategic publisher inspires buyer confidence by providing insight on every impression and we are confident that working with both partners will deliver immediate results.”
Jacob Lachmann, CEO from AudienceProject, says,”As a leading provider of audience data, we are excited to expand our offering with PubMatic to increase performance in targeting socio demographic segments for publishers and buyers. We are impressed by PubMatic’s focus on innovation, their local expertise and bias towards action and performance, which match our ambition to continuously help publishers gain an edge by enriching their premium inventory.”
Jonas Olsen, Country Manager of PubMatic Nordics added, “As a leader in marketing automation solutions for publishers, PubMatic is always looking at ways to enrich impression value. AudienceProject’s innovative solutions bring a new level of efficiency and effectiveness to the market that drive revenue and yield for publishers and advertisers in an unprecedented way.’
With over one million digital panellists AudienceProject is market leader in the Nordics with the campaign measurement tool ‘AudienceReport’, used by the major agencies across the region, and audience targeting through ‘AudienceData’.
AudienceProject was founded in 2010 as ‘UserReport’ and is firmly rooted in traditional market research and powered the new possibilities provided by cutting edge proprietary technology. With several new services all focused on audiences the name was changed in 2015 to AudienceProject but the original product UserReport is still an important part of the portfolio with thousands of clients in more 80 countries.
PubMatic is the leading marketing automation software company for publishers. Through real-time analytics, yield management, and workflow automation, PubMatic enables publishers to make smarter inventory decisions and improve revenue performance. Focused on serving the needs of premium publishers, PubMatic inspires buyer confidence by providing flexibility in audience discovery and planning media campaigns through its Media Buyer Console and APIs. The company’s marketing automation software platform 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 for the fourth consecutive year in 2015. The company has offices worldwide, and is headquartered in Redwood City, California.
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