PHILO AND PUBMATIC
PARTNER ON CTV
TRANSPARENCY INNOVATION
Philo, an entertainment-focused streaming service focused on programmatic activation, looks to equip advertisers with a high level of transparency and addressability by sharing robust bidstream signals. These identifiers and contextual signals enable advertisers to reach their desired audiences in an effective, brand-safe way and build trust and accountability in a premium CTV environment.
THE CHALLENGE
As more consumers cut the cord in favor of streaming content, buyers are looking to shift spend from linear toward programmatic CTV. Philo, a key CTV/vMVPD provider, strives to help buyers making this transition achieve incremental digital reach, leveraging the targeting mechanisms and insights that buyers traditionally receive in a linear environment.
Publisher support for diverse and emerging addressability signals, including unique, privacy-compliant identifiers and Tier 1 and 2 content signals like genre and rating, are critical to helping buyers achieve a smooth, performant transition.
Philo sought collaboration with partners to enable these addressability and contextual signals, which ultimately help advertisers unlock incremental digital reach, build better connections, and ensure contextual alignment and brand safety in streaming environments. Partnering with PubMatic’s broad approach to addressability and signaling, Philo was able to advance these capabilities significantly.
THE SOLUTION: PUBMATIC SSP & CURATION
PubMatic’s approach to addressability supports a wide range of addressable signals, including alternative IDs and Tier 1 and Tier 2 content object signals. This flexibility allows publishers and advertisers to tailor their strategies to their unique needs.
Through this solution, Philo was able to send multiple identifiers, such as UID2.0, RampID, ConnectID, PubLink, and Google PAIR via LiveRamp ATS directly through the bidstream. These identifiers are essential for buyers looking to reach an incremental audience like Philo’s (nearly 100% cord-cutters), and prove effectiveness, which is critical as more buyers shift ad spend from linear to programmatic CTV.
Additionally, by focusing on passing Tier 1 and Tier 2 content object signals like genre and rating, Philo and PubMatic collaborated to offer buyers customization levers to better identify relevant, brand-safe environments for their campaigns and achieve their CTV outcomes with ease. Philo and PubMatic are working closely to enable PubMatic’s global network of agency and advertiser SPO partners to take advantage of these valuable signals to both target and report on their campaigns.
While Philo and PubMatic have partnered to empower buyers to effectively transition budget from linear to CTV programmatic, the partnership has also helped Philo meet critical revenue and growth goals.
SUCCESS BY THE NUMBERS
- 222% increase in overall revenue since enabling UID2.0
- 38% increase in revenue when content object signals are present