Publisher-focused sell-side platform PubMatic has joined forces with Publicis Media to launch a targeted private marketplace (PMP) in Asia Pacific with a specific eye on the upcoming World Cup in Russia.

The self-service tool will enable marketers to tap into sports audience segments across PubMatic’s Asia and global publishers. The PMP will initially be available in Singapore, Indonesia, Vietnam, Thailand, and the Philippines, eventually arriving in other markets in the region.

“While programmatic private marketplaces offer greater assurances of better quality inventory, they still need to improve to gain the confidence of advertisers and planners alike.  Whether it is more reliable pacing and delivery or greater scale when combining inventory and data, there is still a bit of a way to go,” said Jonathan Mackenzie, managing director at Publicis Media Asia Pacific. “At Publicis Media, we are excited to partner with PubMatic around the World Cup to provide the best inventory and data solution to all Publicis Media brands”

PubMatic recently formed a partnership with buy-side ad platform Sizmek to provide more transparent access to premium inventory.