PubMatic has been selected by global healthcare company Haleon as a preferred supply partner to streamline access to video, display, and connected TV (CTV) inventory globally.
PubMatic provides transparent bidding technology and supports Haleon brands such as Advil, Centrum, Sensodyne, Panadol and Voltaren through programmatic media buys.
PubMatic's CRO for EMEA, Emma Newman, said the adtech is committed to promoting transparency, efficiency and responsible media across the digital advertising landscape, and supply path optimisation (SPO) is a crucial component of achieving that objective.
“We’re thrilled to bring our SPO capabilities to Haleon, enabling them to make more informed, data-driven decisions about their programmatic ad spend and deliver better outcomes for Haleon’s brands," she said.
Haleon Health's global investment director, marketing edge, Brook Minto, said the company is on a journey to optimise the quality of its media investments while reducing the carbon footprint of our media buying operations and driving effectiveness.
"Following initial tests, we identified opportunities to improve by working more closely with the sell-side. We selected PubMatic to remove undesirable inventory that is more than one hop away from the supply source." he said.
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