Marketing automation software firm, PubMatic, has just announced a partnership with Proxama, the mobile proximity commerce firm. As part of the deal, PubMatic will provide Proxama with access to its private marketplace, which means that brands and agencies working with Proxama can view available ad space before deciding on placements to invest in.
This ensures that only the right advertisers are connecting to Proxama’s publishing partners and their audiences.
PubMatic partners with Proxama
John Kennedy, CEO, Proxama, says
“Proxama has the biggest network of Bluetooth beacons in the UK; however, if the ads being served aren’t relevant to consumers, the value we offer to brands and publishers is reduced considerably. Therefore, we need a programmatic strategy to help us realise the value of advertising through PMPs. PubMatic was the obvious partner.”
The partnership will also enable Proxama to drive its programmatic strategy across its app inventory. Proxama apps on Android and iOS devices trigger relevant notifications when in proximity to Bluetooth beacons that awaken an app for timely and relevant advertising delivery.
For brands, the partnership means that they can tap into the physical context of a consumer and dwell time to deliver adverts to an audience with a higher tendency to engage.
Proxama’s beacons network is deployed in conjunction with the UK’s leading Out of Home media owners as well as in high consumer dwell-time locations such as buses, taxis and in airports.
Paul Gubbins, Country Manager, UK, PubMatic added:
“With location targeting at the heart of mobile buy-side conversations, access to the inventory that Proxama has and that can provide the exact physical state of the audience is valuable to agencies and the advertisers they represent. We’re delighted that Proxama has chosen us as their exclusive revenue automation partner and we look forward to supporting them as they build out their automated media buying and selling solutions.”