PubMatic Buys Media Measurement Platform Martin

In the US, digital ad tech company PubMatic has acquired media measurement and reporting platform Martin for an undisclosed sum.

Founded in 2017, Martin offers a demand-side platform, with fully integrated incrementality measurement and optimization at all stages of the marketing funnel. Martin's workflow, analytics and optimization capabilities for advertisers and agencies will now be integrated into PubMatic's platform, promising more advertising revenue for its global publisher base.

Rajeev Goel, co-founder and CEO at PubMatic, says the acquisition is in response to growing demand from its buy-side customers for enhanced tools to take advantage of the company's global omnichannel inventory, including Connect, through which media buyers can connect with their target audiences across the open Internet. The transaction will be fully funded from existing cash on PubMatic's balance sheet, and is expected to close in days.

Tanja Mimica (pictured), CEO and co-founder at Martin, adds: 'As the industry matures, it's more important than ever to deliver transparent insights to buyers in order to improve their ability to reach their audiences on quality content. I am excited for our extremely talented team to join the PubMatic family'.

Web site: www.pubmatic.com .