Sydney, Australia – September 30, 2025 – PubMatic (Nasdaq: PUBM), an independent technology company delivering digital advertising’s supply chain of the future, has today announced its partnership with Nielsen, a global leader in audience measurement, data, and analytics. Through this collaboration, PubMatic will be the exclusive sell-side partner bringing Nielsen’s Audience Segments to advertisers and agencies in Australia and New Zealand for the first time.
This strategic partnership will make more than 10,000 Nielsen audience segments available for digital activation in PubMatic’s sell-side platform across 15 categories, including automobile, finance, retail, entertainment, telecom, and travel. By combining Nielsen’s comprehensive data with PubMatic’s direct access to more than 1,900 premium publishers, advertisers gain a seamless, off-the-shelf targeting solution with both scale and precision.
Nielsen’s data is geo-based, systematically gathered through online surveys of more than 30,000 respondents across Australia and 10,000 respondents across New Zealand, 48-weeks of the year. Results are weighted using data from the Australian Bureau of Statistics to ensure advertisers and agencies receive the accuracy and granularity needed to not only reach the right consumer but also to resonate more effectively. Activated through PubMatic’s Gen AI-powered platform, these insights can be quickly transformed into optimised deal packages, enabling faster time-to-market and better performance outcomes.
At a time of media fragmentation and signal loss, the close proximity to consumers provided by sell-side data gives advertisers direct access to in-demand audiences while reducing supply chain inefficiencies. This integration empowers marketers to align audience intelligence, campaign planning, and digital activation in a single, transparent environment — maximising ROI and minimising wastage across the open internet.
“The most immediate challenge facing marketers and agencies is making the most of their ad spend while ensuring quality and performance,” commented Peter Barry, VP Commerce and Audience Solutions at PubMatic. “In a landscape where ROI reigns supreme, and marketers need to ensure ad budgets have maximum impact and minimum wastage, our platform gives advertisers direct access to premium inventory combined with powerful audience signals, so every dollar goes further.
That’s why we’re delighted to partner with Nielsen — together we’re bringing Australian and New Zealand advertisers a future-proof, data-driven solution that turns precision targeting into real business outcomes.”
“We’re committed to helping advertisers and agencies navigate not only a shifting media ecosystem but also the evolving regulatory landscape,” added Ella Gribben, Pacific Commercial Director at Nielsen. “That’s why we chose PubMatic as our exclusive sell-side partner. By seamlessly integrating Nielsen’s comprehensive Audience Segments into PubMatic’s platform, we’re empowering brands with actionable, privacy-compliant insights that drive meaningful engagement, maximise ad efficiency, and future-proof marketing strategies amid shifting regulatory landscapes. Ultimately, this collaboration helps advertisers connect more authentically and effectively with their audiences, at scale.”
This partnership marks a turning point for Australian and New Zealand advertisers and agencies, empowering them to target audiences based on ownership, intent, socio-demographics, and psychographic insights, improving impact and optimising ad spend. Connecting audience intelligence, campaign planning and digital activation with CMI (Consumer & Media Insights) audiences, this launch will also provide agencies and advertisers with real end-to-end value.
About PubMatic
PubMatic (Nasdaq: PUBM) is an independent technology company maximising customer value by delivering digital advertising’s supply chain of the future.PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetisation by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices.Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilisation of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.
About Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com.