• by Philip Rosenstein , August 3, 2016

In a new partnership announced Tuesday, PubMatic will exclusively power the automation of ad buying across Proxama's app portfolio.

PubMatic, the marketing automation software company for publishers, will provide access to a private marketplace (PMP) to Proxama, which will allow brands and agencies working with Proxama to see the available premium ad space before making ad placement decisions. 

Proxama, a mobile proximity commerce company, hopes to improve on its programmatic strategy across its app inventory by  capitalizing on a customer’s physical context and dwell time.

“If the ads being served aren’t relevant to consumers, the value we offer to brands and publishers is reduced considerably,” stated CEO at Proxama John Kennedy. “Therefore we need a programmatic strategy to help us realize the value of advertising through PMPs.”