Tencent Looks Beyond China With PubMatic Partnership

PubMatic, a supply-side platform (SSP), announced on Thursday that it is a partner for China-based Tencent OMG’s (Online Media Group) ad inventory outside of mainland China. 

The SSP will be on a list of marketing firms that monetize Tencent OMG’s online ad inventory across the company's platforms including QQ and the Tencent video app (outside of China). Tencent OMG's overseas mobile inventory will be added to PubMatic’s mobile inventory to widen the reach for its roster of global advertisers, a release from PubMatic said. 

PubMatic laid off more than 100 employees in December and announced plans to focus on larger customers. Tencent certainly fits the bill -- the company's QQ platform gets 860 million active monthly users, according to its Q3 financial report from last year. Tencent's other platforms include WeChat, QQ Games, 3g.QQ.com, SoSo, PaiPai and Tenpay.

WPP’s GroupM and Dentsu’s Dentsu Aegis Network (DAN) have forged agreements with Tencent, and programmatic platform iClick Interactive Asia partnered with Tencent Social Ads for "first look" access to the ad inventory of its Chinese social media platform, Qzone.

A 2014 report from the McKinsey Global Institute found China has about twice as many Internet users as the U.S.
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