GlobeNewswire Inc | Oct 20, 2021 03:00AM EDT

October 20, 2021

LONDON, Oct. 20, 2021 (GLOBE NEWSWIRE) -- Today, PubMatic,a sell-side platform that delivers superior outcomes for digital advertising,andSemasio, a pioneer inUnifiedTargeting, which seamlessly combines audience, and contextual targeting on the buy- and the sell-side, announcedan expanded partnership that enables media buyers to increase audience addressability at a user- and page-level.Semasiosaudience and contextual segmentscan now be activateddirectly in PubMaticssell-side platform (SSP)for rapid,precisiontargeting.

With theprevalenceof third-party cookies continuing to declineand consumer privacyparamount, it is important for agencies tore-defineaudience addressabilitystrategies to optimisereach.A common concern when targeting data segments is therisk ofsuboptimal reach due topoorcookiematch rates.

In order to determine whether activating data segments in the SSP compared to targeting the same audiences ina demand-side platform (DSP)would result in improved reach,OMD Netherlands,OMGGermanyand PubMatic tested the performance of mobile web and in-app campaigns withSemasiosegments activated in PubMatics SSPcompared to activation in a DSP. The results forOMD Netherlandsshowed a 205% increase in reach whenSemasiosegments were used in the SSPcompared to the campaigns where the same data was applied on the DSP side.Furthermore,OMD Netherlandssaw a 16% uplift in viewability and 21% uplift in click-through rate (CTR)by activating the segments via PubMatic.

Data will continue to play a big role in the future of addressability strategies and will help advertisers achieve their campaign goals, said Kevin Donker, Product Lead Programmatic, OMD Netherlands. Were delighted with the results we have achieved with PubMatic andSemasioand look forward to leveraging the expanded contextual capabilities and a unified targeting strategy to maximise reach and performance for our clients.

OMG Germany aims to reduce complexity in programmatic advertising, to increase transparency in the supply chain and to find new ways to better engage audiences, said CanZeybekler, Managing Partner Investment & Accountability, OMG Germany. By integratingSemasiosdata segments, viewability thresholds, and KPIs on the SSP side, we were able to better reach our target-audience and increase the efficiency of our OMG Marketplaces campaigns significantly.

SemasiosUnified Targeting bridges the gap between audience and contextual targetingleveraging the strengths ofbothtactics.By using asemantic approach,Semasioenables advertisers to build audiences and contextual targeting strategiesfree of any taxonomical limitations and seamlessly extend between the two at the push of a button. The solution also allows advertisers to run data-driven contextual strategiesusing insightsfrom a seed audience and scaling known users on a user- and page-level based on their shared behaviour.

Thepower of such evolved contextual targeting approaches isvalued bymedia buyers, tech platforms, and data providers as it provides a launchpadfor greater addressability in acookielessworld.Semasiosnovel approach gives media buyers the flexibility and precision required to run highly-effective campaigns incookielessenvironments and is a perfect fit for PubMatics clients,said Emma Newman, CRO EMEA, PubMatic. One of the major attractions of contextual advertising is that it comes with built-in advertiser, industry, and consumer trust. Additionally, contextualtargeting is privacy-forward, as its based on the context of the page and not the individual and thus provides marketers with a long-term alternative to cookie-based targeting.

Kasper Skou, CEO and Co-Founder ofSemasioadded: Sell-side targeting is a very interesting industry development. By informing the sell-side of the targeting, you enable traffic shaping of the right bid opportunities to the campaign. This results in a definitive increase in reach and confirms the strength of sell-side targeting. Were excited to join forces with PubMatic and bring our clients closer to publishers and consumers for enhanced campaign deliverability and flexibility.

ABOUT SEMASIOSemasiois the pioneer in Unified Targeting, enabling digital marketers to seamlessly combine Audience, Contextual and Brand Fit solutions into one targeting strategy, both on the buy- and the sell-side. Founded in Hamburg in 2010, today the company is active in nearly 30 countries and its semantic analysis engine supports more than 25 languages.For latest news, followSemasioonLinkedIn.

ABOUTOMD WORLDWIDE

OMD Worldwide is the worlds largest media network with more than 13,000 people working in over 100 countries. Named Adweeks Global Media Agency of the Yearin 2019and 2020, OMD, anOmnicom Media Group agency, is currently ranked the worlds most effective media agency network in the Effie Effectiveness Index.

ABOUT PUBMATICPubMatic (NASDAQ: PUBM) delivers superior revenue to publishers by being an SSP of choice for agencies and advertisers. PubMatics cloud infrastructure platform for digital advertising empowers app developers and publishers to increase monetization while enabling media buyers to drive return on investment by reaching and engaging their target audiences in brand-safe, premium environments across ad formats and devices. Since 2006, PubMatic has been expanding its owned and operated global infrastructure and continues to cultivate programmatic innovation.With a globally distributed workforce and no corporate headquarters, PubMatic operates 15offices and eight datacentersacross North America, Europe and Asia Pacific.

Press Contacts:

Broadsheet Communications for PubMatic (US)pubmaticteam@broadsheetcomms.com(917) 826-1103

PubMatic (EMEA)Maria Shcheglakovaemeamarketing@pubmatic.com