CURATING QUALITY INVENTORY AT SCALE ON BEHALF OF OMD
PubMatic’s approach to inventory curation brings together the best of brand-safety, premium omnichannel inventory, and addressable signals that are optimized to drive more transparent and effective outcomes for advertisers. Given the growing demand for quality inventory in the market, high-level Omnicom strategy aligns with this approach to curation, emphasizing premium programmatic solutions for its clients.
THE CHALLENGE
The OMD team aimed to help a national retail client gain more quality, control and transparency over programmatic Display and OLV inventory. To achieve this goal, the activation team worked with PubMatic to shift budget away from Open Exchange inventory to Auction Package deals.
THE SOLUTION: CURATED INVENTORY
Leveraging PubMatic’s premium publisher network for Auction Package deals, OMD campaigns maintained scale and delivered a stronger ROAS for the national retailer. Improved quality of inventory passed to the client, with specialized curation via Omnicom inclusion list, driving scale and efficiency across campaigns. In partnership with PubMatic, OMD successfully shifted 98% of client programmatic spend with PubMatic to Deal-IDs by the end of 2024 without sacrificing reach or CPM efficiency.