Captify, PubMatic Make Dynamic And Live Search Data Available To Programmatic Buyers
- by Laurie Sullivan @lauriesullivan, July 9, 2020
In a partnership that brings search data to programmatic advertising, Captify and PubMatic will allow advertisers to curate custom Private Marketplace (PMP) deals by mapping dynamic and live audiences built from billions of real-time onsite searches.
Programmatic Search Intelligence (PSI) uses Captify’s search intelligence and combines it with PubMatic’s platform, designed to improve how programmatic advertisers buy and publishers transact on audience data.
Amanda Martin, VP of enterprise partnerships at the Goodway Group, believes brands will see faster results as a result of the partnership between Captify and PubMatic.
The offering aims to solve the shifts in consumer behavior based on changes and priorities to identify audiences that have emerged because of COVID-19.
Publishers until recently have been limited in their ability to sell ad inventory and data side-by-side on demand-side platforms (DSP). PubMatic’s Audience Encore platform now allows publishers that have their own first-party data to begin monetizing it directly in the programmatic environment alongside their existing ad inventory sales.
The benefit for brand marketers is the ability to transact on audience data layered onto PubMatic’s supply-side platform (SSP) ad inventory.
PSI enables advertisers to map Captify’s dynamic and live audiences — built from billions of real-time onsite searches that refresh every five minutes — over PubMatic’s publisher ad inventory. It provides an additional data source.
Programmatic ad buyers also can use Captify search data, which identifies the brand’s most receptive audiences in real-time moments alongside a publisher’s audience data to inform the programmatic ad buys they want to make.
The partnership relies on PubMatic’s Audience Encore, a platform designed to improve how marketers transact on audience data by giving them access to premium omnichannel inventory layered with quality data.
PSI became available on Thursday in markets across North America, Europe and Australia.
