PubMatic today announced new CTV/OTT partnerships with FUNKE, Rakuten Advertising and waipu.tv in the EMEA region. This brings the total number of connected television (CTV) providers available to buyers through PubMatic to 176 worldwide.
“These new partnerships reflect PubMatic’s achievements over the past year in the CTV space and solidify our position as a leading provider of CTV technology solutions,” said Emma Newman, PubMatic CRO EMEA. “We continue to invest aggressively in developing a transparent and programmatic market for CTV/OTT, while expanding our capabilities in online video, mobile web and mobile app.”
The new programmatic era offers CTV publishers tremendous opportunities, but also a new set of challenges. PubMatic’s OpenWrap OTT, a unified bidding solution powered by Prebid, centralizes 100% of direct and programmatic demand into a parallel server-side auction. It allows publishers to optimize monetization across ad groups within a program, providing better control over the ad group to apply frequency capping and competitive exclusion, avoiding back-to-back ads.
“Partnering with PubMatic gives us all the tools we need to rapidly scale our programmatic CTV business,” said Alexander Voß, Director of Ad Technology and Monetization at FUNKE Digital. “The team demonstrated a superior understanding of the requirements of publishers and advertisers, as well as an extreme commitment to continually improving the viewer experience, giving us the confidence we needed to embrace the opportunity of programmatic CTV.”
“Partnering with PubMatic has enabled us to unlock new sources of demand and ensure full transparency into the advertising experience,” said James Collins, SVP of Media at Rakuten Advertising.
PubMatic has also promoted CTV specialist Hitesh Bhatt to the senior leadership team to help guide the company’s CTV strategy. Bhatt now holds the position of Senior Director of CTV/OTT, EMEA. In addition, he is responsible for delivering PubMatic’s CTV/OTT offering throughout EMEA, ensuring local requirements are understood and supported.
Emma Newman, CRO EMEA, said, “Over the past year, Hitesh has been a valuable leader in growing PubMatic’s CTV presence in EMEA. His deep knowledge and experience make him the go-to person for our partners.” publishers and the sector in general”.
Across the industry, the increased adoption of Selling Platforms (SSPs) in the CTV space will make the buy side more transparent and facilitate the multi-channel reporting that brands demand to measure performance across the entire media mix. . “We are delighted to support the growth of our CTV publishers as more consumers turn to high-quality ad-supported streaming services in Europe,” said Hitesh Bhatt, Senior Director of CTV/OTT at PubMatic.