Vevo Partners With PubMatic to Expand Programmatic Buying Across its Global CTV Network

Rhea-AI Summary

PubMatic partners with Vevo to accelerate programmatic CTV growth, offering media buyers access to Vevo's premium inventory through PubMatic's platform. The collaboration aims to deliver targeted ads to diverse audiences in immersive environments, enhancing ROI for advertisers.

Insights

Market Research Analyst

The partnership between PubMatic and Vevo represents a strategic move within the digital advertising and Connected TV (CTV) sector. This collaboration is poised to capitalize on the burgeoning programmatic advertising space, particularly in the CTV market which is experiencing rapid growth. By aligning with Vevo, PubMatic is likely to enhance its competitive edge in the CTV advertising landscape, tapping into Vevo's extensive music video library and wide audience reach.

From a market research perspective, the integration of PubMatic’s programmatic trading capabilities with Vevo's inventory could potentially lead to increased efficiency in ad placements, benefiting advertisers through improved targeting and ROI. The emphasis on supply path optimization (SPO) suggests a focus on streamlining the advertising supply chain, which could result in cost savings and increased ad yield for Vevo. Furthermore, the move towards more programmatic sales environments is indicative of the industry's shift towards automation and data-driven decision-making.

Financial Analyst

Financially, the partnership could have significant implications for PubMatic's revenue streams and market share. The access to Vevo's 25 billion monthly views presents a substantial opportunity for monetization. This could translate into higher ad revenues and a stronger value proposition for PubMatic to present to its shareholders. The announcement could potentially be a positive signal to investors, reflecting PubMatic's proactive approach to growth and innovation in the high-value CTV market.

It is also worth noting that partnerships of this scale often involve considerable financial investment and resource allocation. The long-term financial benefits will depend on the successful execution of the partnership and the ability to drive programmatic CTV growth as projected. Investors will be keen on monitoring the impact of this partnership on PubMatic's financial performance in subsequent quarters.

Advertising Technology Expert

The collaboration underscores the importance of advanced programmatic trading capabilities and strategic SPO relationships in the advertising technology (adtech) industry. For media buyers, the partnership promises enhanced addressability and transparency solutions, which are critical in today's environment where data privacy and return-on-investment are paramount.

By leveraging PubMatic's demand and Vevo's premium CTV inventory, the partnership is set to offer a differentiated product in the adtech market. The integration of cutting-edge addressability solutions with a vast content library could set a new standard for targeted advertising within the CTV domain, potentially influencing industry norms and expectations around adtech platforms' capabilities.

LONDON, Feb. 21, 2024 (GLOBE NEWSWIRE) -- PubMatic (Nasdaq: PUBM), an independent technology company delivering digital advertising’s supply chain of the future, has today announced its partnership with Vevo, the world’s leading music video network. The collaboration will allow for an accelerated phase of programmatic CTV growth for Vevo, allowing advertisers to drive scaled reach across its premium library.

Vevo’s global network spans more than 800,000 videos, boasting a total monthly average of 25 billion views. Partnering with PubMatic will offer unprecedented access to Vevo’s expansive high-quality CTV inventory for media buyers globally. Harnessing PubMatic’s huge demand, advanced programmatic trading capabilities, and strategic supply path optimisation (SPO) relationships, Vevo will unlock rich opportunities to deliver targeted ads for a wide range of audiences in engaged, immersive, and brand safe environments, while benefiting from significant ad yield gains.

The integration closely aligns with Vevo’s goal of achieving ubiquity through ever-broader video distribution and persistent development of its monetisation approach. With its content accessible on the Vevo TV app, over 20 unique Free Ad-Supported TV (FAST) channels, and social platforms such as YouTube, Vevo is increasing its participation in different types of sales environments, building on previous direct dealing success, by making inventory programmatically accessible to varied demand partners via PubMatic’s platform.

The new partnership gives media buyers access to Vevo’s premium inventory, coupled with access to PubMatic’s cutting-edge addressability and transparency solutions, known for enhancing return-on-investment (ROI).

PubMatic's Nicole Scaglione, Global VP for CTV/OTT and Video says: “This collaboration marks a major milestone on multiple fronts. The partnership will enable greater growth and innovation by fulfilling the requirement for an efficient, transparent, and premium-grade supply of inventory. As well as allowing us to connect programmatic buyers with high-value music video inventory, it reinforces PubMatic’s standing as a leading force in the CTV space — cementing our position as a go-to platform for existing and new CTV players. We look forward to playing a key role in powering trading that optimises ad revenue for both buyers and sellers.”

Vevo's EVP of Revenue, Distribution & Data Operations, Natalie Gabathuler-Scully, says: “This partnership will allow Vevo to considerably elevate the advertising opportunities we can provide at a global level and drive our programmatic business forward. Leveraging PubMatic’s extensive preferred demand relationships will considerably augment our monetisation approach, especially across our TV app and FAST channels on over 35 CTV platforms worldwide.”

About PubMatic:
PubMatic (Nasdaq: PUBM) is an independent technology company maximising 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 utilisation 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 Vevo:
Vevo is the world's leading music video network, connecting an ever-growing global audience to high quality music video content for more than a decade. Founded by Universal Music Group and Sony Music Entertainment in 2009, Vevo offers fans worldwide a vast array of premium content to choose from, showcasing official music videos alongside a constantly developing lineup of live performances and innovative original programming. From top superstars to rising new talents, Vevo brings incomparable cross-promotional support to artists across the musical spectrum, at every stage of their careers.

Vevo has consistently evolved over the past decade to lead within today's ever-changing media landscape, embracing partnerships with a number of leading distribution platforms to deliver extraordinary content within ad-supported environments. With more than 25B views across television, desktop and mobile devices each month, Vevo brings music videos to the world – when, where, and how fans want them.

Vevo is available on YouTube, Samsung, Samsung TV Plus, Roku, Pluto TV, Amazon Fire TV, Amazon Echo Show, Amazon Freevee, Apple TV, Comcast (Xfinity X1 and Xfinity Flex), VIZIO, Sky (NowTV and SkyQ), Foxxum, XITE, NetRange, Redbox, Virgin Media, Xumo, Telstra, Foxtel, Fetch, Rogers, Shaw, Local Now, Google TV, Android TV, Cox, ViX, Plex, Hulu Live, Sling Freestream, and Vewd.

Press Contact:
Maria Shcheglakova
maria.shcheglakova@pubmatic.com

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/e612176a-1993-4ab1-8da6-f0a7daba78fe

FAQ

What partnership has PubMatic announced?

PubMatic has announced a partnership with Vevo, the world's leading music video network.

What is the goal of the partnership between PubMatic and Vevo?

The goal of the partnership is to accelerate programmatic CTV growth for Vevo and provide media buyers access to Vevo's premium inventory through PubMatic's platform.

How many videos does Vevo's global network span?

Vevo's global network spans more than 800,000 videos.

What is the monthly average view count for Vevo's global network?

Vevo's global network has a total monthly average of 25 billion views.

Who is PubMatic's Global VP for CTV/OTT and Video?

PubMatic's Global VP for CTV/OTT and Video is Nicole Scaglione.

What does the partnership between PubMatic and Vevo aim to achieve?

The partnership aims to deliver targeted ads to a wide range of audiences in engaged, immersive, and brand safe environments, while enhancing ROI for advertisers.