The Jeuns

‘GroupM Teams Up with PubMatic’

April 16, 2024 | by The Jeuns

PubMatic, a leading independent technology company in the digital advertising supply chain, has announced a strategic partnership with GroupM, WPP’s media investment group. The collaboration aims to provide advertisers with advanced cohort-based modelling capabilities to enhance their targeting strategies. This partnership leverages a distributed AI model through Resolve, a Choreograph company, to enable scaled targeting across multiple publishers simultaneously, ensuring privacy-first ad buying at scale.

The proprietary technology seamlessly integrated into the PubMatic SSP utilizes impression level data to generate privacy-compliant audience segments. By ensuring that no personal data is moved or shared during the buying process, the technology offers sustainable scalability for both buyers and sellers. This approach creates enhanced auction packages for advertisers through advanced demand-side tools, without the need for ID matching, leading to full-scale inventory reach.

As the digital media ecosystem evolves with the deprecation of third-party cookies on Chrome, PubMatic has been actively investing in addressing this challenge. Currently, 80 percent of impressions on PubMatic’s platform have alternative signals to third-party cookies available to buyers. This proactive approach ensures that user privacy is rigorously safeguarded through machine learning AI technology, which drives segmentation without relying on third-party cookies.

According to Andrew Baron, Senior Vice President of Addressability and Marketplace at PubMatic, the partnership with GroupM is a game-changer in the digital advertising landscape. By combining PubMatic’s data and infrastructure with Resolve’s technology, the collaboration aims to deliver measurable advertising outcomes across cookieless inventory. The focus on advanced privacy-safe technology and extensive reach will reshape how publishers and advertisers collaborate, optimizing ad relevance and maximizing the impact of ad campaigns for all parties involved.

Rory Latham, GroupM’s Senior Director of Investment, emphasized the benefits of the partnership with PubMatic in driving efficiency for clients by consolidating with fewer partners and strengthening capabilities. By leveraging PubMatic’s capabilities and connections, GroupM aims to enhance access to expanded addressability, refined data protection, and targeting precision amidst data access and regulatory challenges.

The new solution resulting from this partnership is now available in the US and UK, offering publishers and advertisers a channel-agnostic approach to addressability across various devices and ad formats, including CTV, mobile app, and browser environments. This partnership marks a milestone in the industry, combining advanced technology with a commitment to user privacy to drive value for brands and publishers while delivering impactful advertising outcomes.

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