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PubMatic & Google’s DV360 Partner to Offer Affinity & In-Market Audiences Across Global Omnichannel Media Supply

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By Ryan Christopher, Senior Director, Product Marketing
June 17, 2021

With the impending deprecation of the third-party cookie, publishers and advertisers are looking for new ways to reach audiences in contextually relevant, meaningful methods that drive results.

At PubMatic, we’re consistently innovating and partnering with our AdTech industry partners and peers to help buyers on our platform get the most impact out of their media dollars and publishers capture the most revenue possible on their inventory.

That’s why we’re excited to announce that we’ve joined forces with Google’s Display & Video 360 (DV360) to offer advertisers the ability to utilize Google’s Affinity and In-Market Audience Segments across PubMatic’s network of publisher inventory. This new capability will allow advertisers to leverage existing expansion tools across PubMatic’s omnichannel media offerings at no additional cost.

How Does This Work?

DV360 utilizes standard Open RTB bid request parameters to deliver advertiser line items targeting Google Audience segments on opted-in inventory, thus activating an incremental pool of DV360 demand and increasing yield for participating publishers.

Through use of these features, clients may be able to increase campaign scale, awareness, and purchase consideration by potential customers.

Segmenting Capabilities

Through this new offering, audiences can be segmented through interests or verticals, greatly expanding targeting capabilities that may increase engagement, CTRs, conversions, or other KPIs.

Available affinity segments:

  • Auto Enthusiasts
  • Beauty Mavens
  • Business Professionals
  • Cooking Enthusiasts
  • Gamers
  • Music Lovers
  • Shoppers
  • Sports Fans
  • Thrill-Seekers
  • Travel Buffs
  • And more…

Available in-market segments:

  • Apparel & Accessories
  • Autos & Vehicles
  • Baby & Children’s Products
  • Beauty Products & Services
  • Consumer Electronics
  • Financial Services
  • Home & Garden
  • Sports & Fitness
  • Telecom
  • Travel
  • And more…

We’re excited to bring you this new feature. If you need help getting started, please reach out to your PubMatic representative.