HOW PUBMATIC’S PREMIUM INVENTORY AND GOOGLE AUDIENCES DELIVERED BETTER OPEN MARKET PERFORMANCE FOR AMNET
In June 2021 PubMatic and DV360 partnered to make Google’s Affinity and In-Market audiences available across PubMatic’s omnichannel inventory globally. This new offering greatly expanded targeting capabilities, allowing audiences to be segmented through interests and verticals at scale, to improve engagement.
Amnet India, the programmatic buying unit from the house of dentsu, ran multiple campaigns for Auto clients on PubMatic inventory via open marketplace (OMP) buys. The objective was to minimise cost per click (CPC), augment media efficiencies and avoid media wastage.
Applying Google’s Affinity and In-Market audiences to the premium inventory on the PubMatic platform allows advertisers to reach engaged customers who have demonstrated a strong interest in their products or solutions. Targeting relevant audiences can ensure every media dollar achieves maximum impact.