Marketing automation firm PubMatic has revealed that it will be offering Private Marketplace Guaranteed (PMP-G) deals, in an effort to bring together the certainty and premium audiences of direct deals with the advanced audience targeting of programmatic.
PMP-G buying combines the assurances of direct sold media with the data targeting and efficiency of real-time bidding, enabling advertisers to buy programmatic inventory with confidence about issues like brand safety and viewability.
Publishers and advertisers can sync audiences in advance of campaigns, providing buyers with a higher degree of certainty that they will fulfill an audience buy or reach a certain budget over a fixed period, while also giving publishers a more predictable source of revenue for their business.
PubMatic's partnership with MediaMath will help to power the mobile and multi-channel aspects of the offering, with MediaMath's technology also providing campaigns with reach into social, native and video.
"PubMatic is dedicated to enabling a more automated media buying world for brands and advertisers, that will help them reach their global audiences at scale," said Kirk McDonald, president of PubMatic. "Programmatic changed the way media is transacted, and we believe that PMP-G technology is transforming the industry into a more effective and efficient marketplace, where advertisers can be certain of reach and performance for their campaigns, and publishers can maintain control of their inventory and business."
In addition to the launch of PMP-G deals, buyers using PubMatic's 'Curated Audiences' capabilities will now be able to segment and target audiences at scale in the same guaranteed environment with the packaging of multiple private marketplace offers from various publishers, all under a single deal ID. This change aims to provide media buyers with a more efficient workflow that is built around the needs of specific campaign.
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