PubMatic today announced the launch of Connect, a new integrated platform to enable media buyers to connect with their target audiences across the open internet. Pubmatic claims that 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.
By bringing audience targeting to the sell-side of the digital advertising ecosystem, PubMatic say that Connect will provide 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.
“Matterkind’s clients look to us for intentional, sustainable, high-performance marketing, and we’re proud to partner with PubMatic to bring next-generation addressability solutions to our brand advertisers,” said Olivia Henley, Partnerships Associate Director at Matterkind. “By allowing buyers to transact on a variety of high-value addressability signals, PubMatic Connect helps our clients better reach and engage their target audiences through a streamlined, integrated tool to improve advertising impact and ultimately drive better ROI.”
“PHD advertisers have seen strong performance results by opting into PubMatic’s suite of enhanced addressability solutions through their Connect platform,” said Trevor Buchmayr, Executive Director and Head of Programmatic at PHD Media. “This not only pertains to building out and activating scalable audiences tailored to our client’s unique performance goals, but also in enabling supply-side targeting for our Omni Platform – which has empowered our teams to bring their brands closer to their target consumers, and drive better business outcomes on behalf of our clients.”
“As media buyers seek to maximise the value and ROI of their media spend, audience addressability is a critical piece of the puzzle,” said Peter Barry, VP, Addressability at PubMatic. “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.”