2023年7月25日

PubMatic扩大商业产品随着零售媒体7月25日,2023•3分钟阅读•安托瓦内特Siu常春藤刘广告科技公司PubMatic周二推出了商业媒体提供,随着零售媒体业务的持续蓬勃发展。PubMatic的转换是一个自助广告平台商业媒体建立在公司的全球云基础设施。旨在提供零售媒体网络和广告商,和将包括场外货币化,使用清单广告、赞助广告和电视连接显示器库存。合作伙伴包括零售商,推出机构和科技公司,包括日本电通,IPG集团,360高斯,Lyft媒体和筛选。可寻址能力和商务副总裁彼得•巴里在PubMatic媒体,说平台的目标是成为一站式服务的客户和合作伙伴。特别是,他说他发现许多零售商在他们的广告非常分散的解决方案技术栈。例如,买家往往在筒仓操作——对观众扩展一个地方,另一个用于赞助清单和其他地方显示现场,他解释说。”其中一个说,他们有20个不同的合作伙伴在做不同的事情,”巴里告诉Digiday。“对于一个公司像一个零售商没有很多经验在广告技术和广告,这代表了一个问题。为了解决这个是创造一个平台,做很多他们想做的事情在一个地方。” The new offering will expand on PubMatic’s commerce media capabilities, including Connect, its omnichannel addressability solution launched in 2022 for data access and control on the sell-side. The company said it saw a 50% increase year over year in the number of commerce customers in Q2 2023. “We have a lot of buyers who buy CTV and display with PubMatic today,” Barry said. “They also wanted somewhere that they could consolidate a lot of those buys. If they’re working with us and all those channels, they also want to work with us and retail, so Convert also allows them to do that.” This expansion comes as a growing number of retailers are spinning out their own commerce and retail media marketplaces and units — a recognition that retailer data can be important leverage for growing brands. For their part, media agencies realize the complexity in the market means they need to help guide their clients on retail. Earlier this month, IPG rolled out a new unit within IPG Mediabrands for commerce media, and many other holding companies and independent agencies have started their own divisions and are continuing to invest in their retail expertise for clients. Some of these include Tinuiti, Ascential and The Mars Agency. As a PubMatic partner in the development of the new Convert platform, Mike Feldman, svp and head of commerce and retail media at Dentsu, pointed to this as an opportunity for brands and agencies to gain “richer retail media data sets [and better integrate retail] across [the] entire marketing ecosystem.” Major retailers including Amazon, Walmart and Instacart have also stepped up their games amid the retail media boom, making various improvements to their platforms and measurement capabilities — and the changes have been rewarding. These retailers also recently saw major growth in Q2 advertising performance, with some observing metrics returning to pre-pandemic levels. Along with retail media networks advancing their audience and targeting capabilities, Jake Berry, evp and gm of commerce marketing agency The Mars Agency, noted that brands are starting to match their first-party data with retailers’ first-party data in clean rooms. These developments are leading to increased ad spending across commerce media, and, at the same time, there is more transparency into the data and performance. “They have significantly evolved their ability to share media performance data,” Berry explained. “Manufacturers are getting smarter about interpreting and contextualizing those results. So, it’s no coincidence that [ad] spending is up. With increased visibility has come an increased understanding of just how well the retail media channel is performing for many manufacturers.” Sponsored Produced in partnership with Marketecture The following article highlights an interview between Mark Zagorski, CEO of DoubleVerify, and Ari Paparo, founder and CEO of Marketecture. Register for free to watch more of the discussion and learn how DoubleVerify is tackling new measurement challenges in viewability, fraud and brand safety. As digital ad environments and measurement […]