PubMatic, the marketing automation software company for publishers, today announced it has been selected by Web Financial Group, one of Europe‘s largest providers of digital technology driven-solutions for the evolution of financial services industry, to power programmatic advertising across its desktop and mobile web inventory. The partnership will see PubMatic providing Web Financial Group with their leading enterprise-grade wrapper solution, helping to maximise revenue on an impression by impression basis and replacing the opaque waterfall set-up implemented previously.
Web Financial Group‘s media division will work with PubMatic to drive their programmatic strategy across their assets in Spain and other primary markets across Europe including the UK, Germany, France and Italy, monetising the significant opportunity presented by their highly valuable, premium business audience. In addition to implementing the wrapper solution, they will also use PubMatic to power their private marketplace (PMP) offering, giving advertisers the opportunity to see what premium ad inventory is available, before deciding which high value placements to invest in.
“We are delighted to be partnering with PubMatic as we build out our programmatic first approach. Their complete wrapper solution enables us to easily manage and measure all of our header bidding partners. As a result, we will have a unified view of our programmatic demand enabling us to make the appropriate ad decisions to drive the highest return from all our digital assets – desktop and mobile from video to native,” said David Grijalba, Head of Programmatic at Web Financial Group.
Grijalba continued: “As advertisers increasingly recognise the value of PMPs, having a partner with extensive experience in delivering these types of deals was an additional deciding factor when selecting PubMatic.”
Bill Swanson, Vice President EMEA at PubMatic added: “We are thrilled to be implementing our wrapper solution for Web Financial Group. As the publishing industry adopts more sophisticated programmatic advertising solutions, striving to monetise all impressions to their fullest potential is crucial. The integration of a wrapper solution in place of a potentially biased waterfall set-up, coupled with the insights delivered by our unique real-time analytics solution, will empower Web Financial Group to put their programmatic demand on equal footing with their direct sales. We look forward to partnering with them as they build out their programmatic capability over the coming months.”