PubMatic has launched a targeted private marketplace (PMP) around the World Cup in Russia.
The SSP has partnered with Publicis Media to offer marketers PMP deals based on unique sports audience segments across Asia-focused and global publishers on PubMatic.
The partnership is currently exclusive for Singapore, Indonesia, Vietnam, Thailand, and the Philippines, with plans to expand into additional regional markets.
“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," said Jonathan Mackenzie, MD of Publicis Media Asia Pacific. "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."
With targeted PMPs, PubMatic promises marketers higher transparency, efficient workflows, and consistency in PMP deals across multiple publishers.
Audience and interest-based segmentation have been the basis behind PMP offerings in the APAC region. IPG Mediabrands partnered with Hive to co-create a Malay-focused local PMP that aims to address demographic and psychographic segmentation demand.
CtrlShift launched AMP (Asia's by-invitation marketplace), which includes multiple publishers that were manually vetted to created an independent PMP.
In terms of value to marketers, all PMPs are consistent in promising access to an audience based on varying segmentation criteria, while claiming to have advantages in execution.