PubMatic has launched Convert, a unified self-service advertising platform for commerce media.
Built on PubMatic's global cloud infrastructure, Convert is tailored for commerce media networks and their advertisers, enabling both onsite and offsite monetisation, including sponsored listing ads and CTV. Convert helps commerce media networks leverage their valuable first-party data for audience extension at scale across the open internet.
Industry brands, retailers, and advertisers such as IPG Mediabrands, dentsu, Lyft Media, MiQ, and Wallapop have joined PubMatic as partners in the development and announcement of its commerce media platform.
The offering is built for both traditional retailers as well as a wide variety of transaction-based businesses such as transportation or food delivery providers, travel companies, or any scaled Internet company that processes transactions.
The platform complements PubMatic’s existing commerce media capabilities offered via Connect, the omnichannel addressability solution launched in 2022 that enables data access and control on the sell-side, closer to the consumer.
The number of commerce companies leveraging Connect for audience extension continues to increase as they seek new, high-margin revenue streams to supplement their traditional business lines. In Q2 2023, PubMatic saw a 50% increase in the number of commerce customers year-over-year.
Peter Barry, VP of addressability and commerce media at PubMatic, said commerce media will create another long-term growth driver for PubMatic’s business.
“Data access, monetisation, and control are critical for commerce media networks and their advertisers, and PubMatic has a strong history of leadership and innovation in these areas," he said.
"By making substantial investments in developing customized technology with Convert, we are confident in our ability to continue to drive increased value for our customers.”
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