PubMatic Announces Instacart Ads Integration To Leverage Retail Media Data Across CTV
Portfolio Pulse from Benzinga Newsdesk
PubMatic (NASDAQ:PUBM) has announced a partnership with Instacart (NASDAQ:CART) to utilize Instacart's first-party retail media data for programmatic advertising on CTV and premium video campaigns. This collaboration aims to enhance advertising ROI by leveraging a privacy-compliant, scalable solution through PubMatic's Convert. Mars, a leading brand, will be among the first to activate this data for its campaigns. The partnership is part of PubMatic's broader strategy to expand its commerce media solutions, including the launch of Convert, a platform designed to streamline commerce media advertising.
April 03, 2024 | 1:09 pm
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POSITIVE IMPACT
Instacart's collaboration with PubMatic to offer its retail media data for programmatic advertising could enhance its value proposition to retailers and CPG brands, potentially increasing its advertising revenue.
By making its retail media data available for programmatic advertising through PubMatic, Instacart could see an increase in advertising revenue and strengthen its position in the retail tech space.
CONFIDENCE 80
IMPORTANCE 80
RELEVANCE 90
POSITIVE IMPACT
PubMatic's partnership with Instacart to leverage retail media data for enhanced programmatic advertising could significantly boost its market position and attract more brands seeking effective advertising solutions.
The partnership with Instacart positions PubMatic at the forefront of leveraging retail media data for advertising, likely attracting more brands and enhancing its revenue potential.
CONFIDENCE 80
IMPORTANCE 85
RELEVANCE 90