PubMatic Launches Audience Targeting Tool 'Connect'

In the US, digital ad tech company PubMatic has launched a platform called Connect, allowing media buyers to connect with their target audiences across the open Internet.

PubMatic's sell-side platform enables digital content creators to control access to their inventory and increase monetization by allowing marketers to reach addressable audiences across ad formats and devices. The new Connect tool combines many data signals into one platform, including known identity, first- and second-party data, contextual signals, seller-defined audiences, and modeled audiences.

Users can reach their target audience through a platform said to process 383 billion ad impressions daily; and the solution also ingests advertiser and publisher first-party data, enabling customers to use their preferred data source. PubMatic says that by bringing audience targeting to the sell-side of the digital advertising ecosystem, Connect provides ad buyers with greater control over how inventory and data are packaged and transacted to drive the best performance for their campaigns.

Peter Barry (pictured), VP, Addressability at PubMatic, comments: 'Connect sets a new standard for efficiency and effectiveness in media targeting, giving advertisers access to specific audiences using the data currency they prefer, in one streamlined platform. There is a robust future for sell-side audience addressability, and this will give publishers and advertisers better control over revenue and performance'.

Web site: www.pubmatic.com .