GroupM strikes SSP deal with Pubmatic
ANZ deploying cash back as the catalyst to unlock customer consent to use their transaction data to create deeper personalisation, bring in brand partners.
GroupM and Pubmatic have stuck a preferred partnership deal. Both sides think it's a win, as publishers get big spend from the WPP-owned investment group, while GroupM has an alternative to walled gardens at reasonable scale.
What you need to know:
- Preferred SSP partnership globally.
- Both sides think it's a win.
GroupM has struck a global deal with supply side platform Pubmatic. The preferred partnership includes Australia and intends to provide a post-cookie alternative for both advertisers and publishers.
Both parties believe the deal is beneficial: Pubmatic said publisher partners get preferred status regarding billions of dollars of ad spend; WPP gets some transparency across multiple channels and publishers at reasonable scale around the world.
While Google’s latest announcement on third-party cookies and alternative tracking technologies caused alternative adtech stocks to drop, Pubmatic has been making gains since IPO. It reported Q4 revenue of US$56.2 million, a 64% increase year on year.
