PubMatic and GroupM Expand Partnership to Boost Latin America Market Impact
PubMatic and GroupM are expanding their global partnership to enhance GroupM Premium Marketplace (GPM) in the Latin America region. The expansion will provide GroupM clients with direct access to PubMatic's publisher inventory, offering a unified approach to programmatic buying of connected TV, digital video, and display advertising.
The partnership aims to centralize GroupM's media investments across LATAM, providing competitive bidding, top-tier technology, and supply chain transparency. The initiative will launch alongside PubMatic's Activate product, bringing Supply Path Optimization (SPO) to the region. According to OnAudience, programmatic ad spending in LATAM has grown from $5.2 billion in 2017 to $16.77 billion in 2023, with projections reaching $23.6 billion by 2028.
PubMatic e GroupM stanno ampliando la loro partnership globale per migliorare il GroupM Premium Marketplace (GPM) nella regione America Latina. Questa espansione garantirà ai clienti di GroupM un accesso diretto all'inventario degli editori di PubMatic, offrendo un approccio unificato all'acquisto programmatico di TV connesse, video digitali e pubblicità display.
La partnership mira a centralizzare gli investimenti pubblicitari di GroupM in LATAM, fornendo offerte competitive, tecnologia di alto livello e trasparenza della filiera. L'iniziativa verrà lanciata insieme al prodotto Activate di PubMatic, portando l'ottimizzazione del percorso di fornitura (SPO) nella regione. Secondo OnAudience, la spesa pubblicitaria programmatica in LATAM è passata da 5,2 miliardi di dollari nel 2017 a 16,77 miliardi di dollari nel 2023, con previsioni che raggiungono i 23,6 miliardi di dollari entro il 2028.
PubMatic y GroupM están ampliando su asociación global para mejorar el GroupM Premium Marketplace (GPM) en la región de América Latina. Esta expansión proporcionará a los clientes de GroupM acceso directo al inventario de editores de PubMatic, ofreciendo un enfoque unificado para la compra programática de televisión conectada, video digital y publicidad en display.
La alianza busca centralizar las inversiones en medios de GroupM en LATAM, proporcionando ofertas competitivas, tecnología de primer nivel y transparencia en la cadena de suministro. La iniciativa se lanzará junto con el producto Activate de PubMatic, llevando la Optimización de Ruta de Suministro (SPO) a la región. Según OnAudience, el gasto en publicidad programática en LATAM ha crecido de 5.2 mil millones de dólares en 2017 a 16.77 mil millones de dólares en 2023, con proyecciones que alcanzan los 23.6 mil millones de dólares para 2028.
PubMatic과 GroupM은 라틴 아메리카 지역의 GroupM 프리미엄 마켓플레이스(GPM)를 개선하기 위해 글로벌 파트너십을 확장하고 있습니다. 이번 확장은 GroupM 고객에게 PubMatic의 퍼블리셔 인벤토리에 직접 접근할 수 있는 기회를 제공하므로, 연결된 TV, 디지털 비디오 및 디스플레이 광고에 대한 프로그램matic 구매에 통합된 접근 방식을 제공합니다.
이 파트너십은 LATAM에서 GroupM의 미디어 투자를 중앙 집중화하고, 경쟁력 있는 입찰, 최고 수준의 기술 및 공급망 투명성을 제공하는 것을 목표로 합니다. 이 이니셔티브는 PubMatic의 Activate 제품과 함께 출시되어 공급 경로 최적화(SPO)가 이 지역에 도입됩니다. OnAudience에 따르면, LATAM의 프로그램matic 광고 지출은 2017년 52억 달러에서 2023년 167억 7천만 달러로 증가했으며, 2028년까지 236억 달러에 이를 것으로 예상됩니다.
PubMatic et GroupM étendent leur partenariat mondial pour améliorer le GroupM Premium Marketplace (GPM) dans la région Amérique Latine. Cette expansion offrira aux clients de GroupM un accès direct à l'inventaire des éditeurs de PubMatic, proposant une approche unifiée pour l'achat programmatique de télévision connectée, de vidéo numérique et de publicité display.
Le partenariat vise à centraliser les investissements médias de GroupM à travers LATAM, en fournissant des enchères concurrentielles, une technologie de pointe et une transparence de la chaîne d'approvisionnement. L'initiative sera lancée en même temps que le produit Activate de PubMatic, apportant l'optimisation du chemin d'approvisionnement (SPO) dans la région. Selon OnAudience, les dépenses publicitaires programmatiques en LATAM sont passées de 5,2 milliards de dollars en 2017 à 16,77 milliards de dollars en 2023, avec des prévisions atteignant 23,6 milliards de dollars d'ici 2028.
PubMatic und GroupM erweitern ihre globale Partnerschaft, um den GroupM Premium Marketplace (GPM) in der Region Lateinamerika zu verbessern. Die Erweiterung wird GroupM-Kunden direkten Zugang zum Verlagsinventar von PubMatic bieten und einen einheitlichen Ansatz für den programmatischen Einkauf von vernetztem Fernsehen, digitalen Videos und Display-Werbung ermöglichen.
Das Ziel der Partnerschaft ist es, die Medieninvestitionen von GroupM in LATAM zu zentralisieren und wettbewerbsfähige Gebote, Spitzentechnologie und Transparenz der Lieferkette bereitzustellen. Die Initiative wird zusammen mit dem Activate-Produkt von PubMatic gestartet und bringt die Supply Path Optimization (SPO) in die Region. Laut OnAudience ist die programmatische Werbungsausgaben in LATAM von 5,2 Milliarden Dollar im Jahr 2017 auf 16,77 Milliarden Dollar im Jahr 2023 gestiegen, mit Prognosen von 23,6 Milliarden Dollar bis 2028.
- Expansion into growing LATAM market with programmatic ad spending projected to reach $23.6B by 2028
- Strategic partnership with GroupM provides access to premium publisher inventory
- Launch of PubMatic's Activate product in LATAM region
- None.
Insights
The expanded partnership into LATAM represents a strategic move in a rapidly growing programmatic advertising market. With regional programmatic spending projected to reach
The partnership's focus on transparency and efficiency addresses key market concerns while potentially increasing PubMatic's publisher inventory monetization rates. The integration with GroupM's Premium Marketplace could lead to higher fill rates and CPMs for PubMatic's publisher partners, ultimately driving revenue growth in the LATAM region.
The technical integration of PubMatic's sell-side targeting capabilities with GroupM Premium Marketplace creates a compelling unified programmatic infrastructure. The implementation of supply path optimization (SPO) through PubMatic's Activate product is particularly significant, as it streamlines the advertising supply chain and reduces intermediary costs. This technological framework positions both companies to efficiently scale their LATAM operations while maintaining quality control and transparency.
The platform's ability to support multiple formats including CTV, digital video and display advertising through a unified interface demonstrates strong technical versatility. This comprehensive solution should drive adoption among both established programmatic advertisers and newcomers to the space.
NO-HEADQUARTERS/REDWOOD CITY, Calif., Dec. 12, 2024 (GLOBE NEWSWIRE) -- GroupM, WPP’s media investment group, and PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, are expanding their global partnership to enhance GroupM Premium Marketplace (GPM), a unified programmatic market aimed at increasing media buying transparency and efficiency, in the LATAM region. This move will provide GroupM clients with direct and advantaged access to PubMatic’s high-quality publisher inventory.
First launched by GroupM in 2022 across EMEA and North America, GroupM Premium Marketplace will now offer GroupM clients in the LATAM region a unified approach to programmatically buying connected TV, digital video and display. The partnership will centralize GroupM’s media investments across the area, offering competitive bidding, top-tier technology, and total supply chain transparency. Utilizing PubMatic’s sell-side targeting and a unified interface for buyers and publishers, GPM will streamline buying for LATAM clients, including newcomers to programmatic advertising.
This initiative underscores GroupM’s commitment to transparency in media supply and media investments that reduce fraud and inventory misrepresentation. This commitment aligns strongly with PubMatic, who has driven significant supply path optimization (SPO) partnerships that continue to deliver trust, efficiency and value to advertisers while bringing unique, premium brand spend to publishers. This partnership will launch in tandem with PubMatic’s Activate product, bringing SPO for brands and advertisers to the region.
“Delivering transparency in the programmatic ecosystem is not optional. For us at GroupM, it is a priority to provide our clients with quality solutions in a trusted and efficient ecosystem,” stated Maricarmen Flores, Digital Investment Manager for GroupM LATAM. “Through this partnership with PubMatic, we seek to accomplish our goal of designing responsible, scalable and innovative solutions, by offering clients advantageous access to local premium supply.”
Alan Fontevecchia, VP of LATAM for PubMatic, added, “We are thrilled to expand with GroupM to the LATAM market. A proud partner since its launch across North America, Europe, the Middle East and Africa, this marketplace expansion will bridge gaps between publishers and buyers, fostering strong and mutually beneficial collaborations.”
This partnership unlocks the immense potential of programmatic advertising as the capability soars in the area. Programmatic ad spending in the region surged from
About PubMatic:
PubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.
About GroupM:
GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the next era of media where advertising works better for people. The company is responsible for more than
Press Contacts:
Ashley Jacobson, Director of Corporate Marketing
press@pubmatic.com
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