PubMatic will acquire measurement and reporting platform Martin, as per a definitive agreement announced today.
The company said the acquisition comes in response to growing demand from buy-side customers looking to take advantage of PubMatic’s omnichannel inventory.
The move deepens the sell-side platform’s (SSP) investment in supply path optimisation (SPO), reducing the number of intermediaries involved in programmatic deals.
To that end, the integration of Martin brings “transparent insights” to buyers as they seek greater reach across audiences.
“I am excited for our extremely talented team to join the PubMatic family where we can continue to innovate as part of PubMatic’s SPO product roadmap,” said Martin CEO and co-founder Tanja Mimica.
The transaction will be cash-funded and is expected to complete in mid-September 2022, subject to customary closing conditions.
A bridge between platforms
This acquisition further builds out the SSP’s buy-side capabilities, continuing its push to forge more direct relationships with buyers.
It follows the launch of Connect in May, an addressability tool combining Pubmatic’s identity and targeting solutions, helping advertisers access specific audiences.
Earlier in the year, the company struck a deal with WPP’s media arm GroupM, granting the agency’s clients direct access to inventory from Pubmatic, as well as Magnite.
Pubmatic hopes that bringing Martin’s analytics and optimisation capabilities into the fold further simplifies the workflow between the buy- and sell-side, benefitting both parties.
By boosting the transparency of programmatic deals, Pubmatic aims to stop ad spend from disappearing somewhere along the supply chain.
“The digital advertising supply chain of the future must be efficient and effective for both publishers and buyers alike,” said PubMatic co-founder and CEO Rajeev Goel. “We believe [this acquisition] will further accelerate and solidify our position as the platform of choice for buyers, and in turn bring greater advertising revenue to our global publisher base.”