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Advance Digital Partners with PubMatic to Expand its Cross-platform Programmatic Strategy

David Murphy

[caption id="attachment_40875" align="alignleft" width="300"]njscreen NJ.com is one of the properties that will benefit from the PubMatic partnership[/caption]

Advance Digital, whose multiplatform news and information brands include NJ.com, cleveland.com, al.com and OregonLive.com, is expanding its cross-platform programmatic strategy beyond display to include mobile, tablet and video through a tie-up with programmatic advertising firm, PubMatic. Advance Digital and associated publications within the Advance Local group have been working with PubMatic over the past two and a half years to leverage their digital assets.

PubMatic's platform combines RealTime Bidding (RTB), yield optimization, and Private Marketplace (PMP) functionality across display, mobile, tablet and video, allowing Advance Digital to automate and maximize the sale of its entire ad inventory through one platform.

"Working with PubMatic has given us solutions to assist the varying needs of our advertisers," said Kerel Cooper, senior director of digital ad platform strategies at Advance Digital. "Having a highly granular and virtually real-time understanding of our audience will help us to make the most of our cross-platform inventory. The PubMatic One Platform allows us to dynamically create and adjust our Private Marketplace Rules-Based Buying strategy across our entire portfolio of highly coveted inventory, based on real-time market demands and events."

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