Xumo and PubMatic Partner to Expand Programmatic Advertising
Xumo, a streaming platform joint venture between Comcast and Charter, has partnered with PubMatic (PUBM) to make Xumo's premium inventory programmatically available to advertisers. The collaboration aims to provide advertisers with enhanced reach and targeting capabilities across Xumo properties. Xumo has reported significant growth, with September 2024 streaming hours on Xumo Play increasing 83% year-over-year, and viewers spending an average of 90 minutes daily on its 350+ channels. The partnership comes as programmatic CTV ad spending is projected to reach $23.8 billion in 2024.
Xumo, una piattaforma di streaming frutto di una joint venture tra Comcast e Charter, ha collaborato con PubMatic (PUBM) per rendere il suo inventario premium disponibile in modo programmatico per gli inserzionisti. Questa collaborazione mira a fornire agli inserzionisti una portata e capacità di targeting migliorate attraverso le proprietà di Xumo. Xumo ha riportato una crescita significativa, con le ore di streaming su Xumo Play a settembre 2024 che sono aumentate del 83% rispetto all’anno precedente, e gli spettatori che trascorrono in media 90 minuti al giorno sui suoi oltre 350 canali. Questa collaborazione arriva in un momento in cui si prevede che la spesa pubblicitaria CTV programmatica raggiunga $23.8 miliardi nel 2024.
Xumo, una plataforma de streaming creada por una empresa conjunta entre Comcast y Charter, se ha asociado con PubMatic (PUBM) para hacer que el inventario premium de Xumo esté disponible programáticamente para los anunciantes. La colaboración tiene como objetivo proporcionar a los anunciantes un alcance mejorado y capacidades de segmentación a través de las propiedades de Xumo. Xumo ha reportado un crecimiento significativo, con las horas de streaming en Xumo Play en septiembre de 2024 aumentando un 83% interanual, y los espectadores pasan un promedio de 90 minutos diarios en sus más de 350 canales. La asociación llega en un momento en que se proyecta que el gasto en publicidad CTV programática alcanzará $23.8 mil millones en 2024.
Xumo는 Comcast와 Charter의 합작 스트리밍 플랫폼으로, PubMatic (PUBM)와 협력하여 Xumo의 프리미엄 인벤토리를 광고주에게 프로그램 방식으로 제공하기로 했습니다. 이 협력은 광고주에게 Xumo 속성 전반에 걸쳐 향상된 도달 범위 및 타겟팅 기능을 제공하는 것을 목표로 합니다. Xumo는 2024년 9월 Xumo Play에서의 스트리밍 시간이 전년 대비 83% 증가했다고 보고했으며, 시청자들은 350개 이상의 채널에서 평균 90분을 소비하고 있습니다. 이 파트너십은 프로그램 방식의 CTV 광고 지출이 2024년에 238억 달러에 이를 것으로 예상되는 가운데 이루어졌습니다.
Xumo, une plateforme de streaming issue d'une coentreprise entre Comcast et Charter, s'est associée à PubMatic (PUBM) pour rendre l'inventaire premium de Xumo disponible de manière programmatique pour les annonceurs. Cette collaboration vise à fournir aux annonceurs une portée et des capacités de ciblage améliorées à travers les propriétés de Xumo. Xumo a signalé une croissance significative, avec les heures de streaming sur Xumo Play en septembre 2024 augmentant de 83% d'une année sur l'autre, et les téléspectateurs passant en moyenne 90 minutes par jour sur plus de 350 chaînes. Ce partenariat intervient alors que les dépenses publicitaires CTV programmatiques devraient atteindre 23,8 milliards de dollars en 2024.
Xumo, eine Streaming-Plattform, die aus einem Joint Venture zwischen Comcast und Charter hervorgegangen ist, hat sich mit PubMatic (PUBM) zusammengetan, um das Premium-Inventar von Xumo den Werbetreibenden programmgesteuert zur Verfügung zu stellen. Die Zusammenarbeit zielt darauf ab, den Werbetreibenden eine verbesserte Reichweite und Targeting-Möglichkeiten über die Xumo-Eigentümer zu bieten. Xumo hat ein signifikantes Wachstum gemeldet, wobei die Streaming-Stunden auf Xumo Play im September 2024 im Vergleich zum Vorjahr um 83% gestiegen sind und die Zuschauer im Durchschnitt 90 Minuten täglich auf über 350 Kanälen verbringen. Die Partnerschaft kommt zu einem Zeitpunkt, an dem die Ausgaben für programmgesteuerte CTV-Werbung voraussichtlich 23,8 Milliarden Dollar im Jahr 2024 erreichen werden.
- Xumo Play streaming hours grew 83% YoY in September 2024
- Users spend average of 90 minutes daily on platform
- Access to 350+ channels of premium content
- Partnership expands programmatic advertising reach
- None.
Insights
This partnership marks a significant strategic move in the rapidly growing CTV advertising space. With Xumo's
The collaboration strengthens PubMatic's position in the premium CTV market, particularly valuable given Xumo's 90-minute daily viewer engagement across 350+ channels. The deal enhances PubMatic's supply-side platform capabilities and expands its addressable market, potentially driving higher take rates and revenue per customer.
For investors, this represents a strategic expansion into high-growth CTV advertising segments, with potential for improved margins through premium inventory access. The partnership's timing aligns well with advertisers' increasing shift toward programmatic CTV spending.
Integration Unlocks Reach and Targeting for Advertisers Across Xumo’s Premium Content
PHILADELPHIA and REDWOOD CITY, Calif., Nov. 21, 2024 (GLOBE NEWSWIRE) -- Xumo, a streaming platform joint venture between Comcast and Charter, and PubMatic (Nasdaq: PUBM) an independent technology company delivering digital advertising’s supply chain of the future, announced a partnership today to make Xumo’s premium inventory programmatically available to advertisers via PubMatic.
As the digital advertising ecosystem becomes more crowded and convoluted, advertisers are calling for the data-driven insights and signals necessary to optimize their media investment. With this collaboration, advertisers can unlock unprecedented reach and targeting capabilities across Xumo properties, strengthened by PubMatic’s robust supply path optimization (SPO) relationships with buyers.
"At Xumo, we are focused on how we can make it as simple and transparent as possible for advertisers to access our diverse content library,” says Ying Wang, General Manager, Xumo Advertising. “By adding PubMatic to our host of premium programmatic partners, we are providing advertisers with another avenue to access the transparent insights they need to make the best use of their media dollars.”
Xumo is an entire entertainment ecosystem spanning a FAST app, streaming devices and FAST channels distributed on platforms across the globe. PubMatic joins the company’s roster of programmatic supply partners at a particular moment of growth for Xumo, which saw September 2024 streaming hours on Xumo Play grow 83 percent year-over-year. with viewers spending an average of 90 minutes daily on its 350+ channels.
PubMatic, celebrated as a leader in The Forrester Wave™: Sell-Side Platforms, Q4 2024, will bring its unparalleled expertise in programmatic CTV advertising. Unique to PubMatic, the platform seamlessly integrates CTV buying across omnichannel campaigns, delivering significant sales lifts for advertisers who want to reach audiences across devices and platforms. Through this partnership, advertisers can target new audiences not available in streaming or traditional channels,
“Partnering with Xumo is a perfect fit for our mission to deliver superior programmatic solutions on growing CTV platforms,” said Nicole Scaglione, VP of CTV/OTT and Video at PubMatic. “Our advanced technology and strong buyer relationships will drive better outcomes for advertisers, enhancing their ability to connect with Xumo’s high-quality inventory.”
With programmatic CTV ad spending projected to reach
For more information about PubMatic’s SSP, visit: https://pubmatic.com/products/pubmatic-ssp-for-publishers/
About Xumo:
Xumo, a joint venture between Comcast and Charter, was formed to develop and offer a next-generation streaming platform for the entire entertainment industry. The company consists of three primary lines of business: Xumo devices, Xumo Play, and Xumo Enterprise.
Powered by Comcast’s global entertainment platform, Xumo devices feature a world-class user interface that includes universal voice search capabilities, making it easy for consumers to find and enjoy their favorite streaming content. Xumo Play is a free ad-supported streaming TV (FAST) service with hundreds of ad-supported linear channels and on-demand options that anchors the free content offering on Xumo devices and is also available as an app on other major streaming platforms. Xumo Enterprise is the business-to-business arm of the joint venture, providing content makers, distributors and advertisers with tools and services to make FAST content more accessible.
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.
Press Contact:
Ashley Jacobson, Director of Corporate Marketing
press@pubmatic.com
Broadsheet Communications for PubMatic
pubmaticteam@broadsheetcomms.com
(917) 826-1103
FAQ
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