Supply Side Platform (SSP) PubMatic has partnered with advertising and marketing information firm Kantar Media to make guaranteed advertising inventory from its portfolio of premium publishers and mobile app developers available in Kantar’s SRDS.com media planning platform, creating an automated guaranteed solution for media buyers. The partnership launches with 20 leading publishers selling through PubMatic on SRDS.com that have made their seasonal and topical inventory packages available to buyers.

The tie-up will enable media planners to use SRDS.com to discover, evaluate and connect with publishers offering digital advertising inventory programmatically, both through automated guaranteed platforms and private marketplaces.

SRDS.com is Kantar Media’s subscription-only media planning platform. It provides essential data on more than 125,000 media brands, including digital, B2B publications, consumer magazines, direct marketing, newspapers, out-of-home media, radio, TV/cable and more.

“PubMatic is leading the way in the automated guaranteed market by providing a solution that offers inventory from many premium publishers,” said Dina Srinivasan, SRDS managing director of emerging media at Kantar Media. “With PubMatic publisher inventory available on our platform, buyers can access packages for comparison and purchase. It also gives publishers the ability to expose their inventory packages to 15,000 media and marketing decision makers from hundreds of agencies, including the top four agency holding companies. Through this functionality, we are enhancing the ways in which the buyers and sellers of digital media connect.”