• by Ray Schultz , July 26, 2023

Technology company PubMatic has launched a tool that it says can help advertisers monetize ads in commerce media. 

The new product, Convert, enables advertisers to leverage first-party data for audience extension across the open internet, the firm says. 

Convert is built for traditional retailers, transportation or food delivery providers, travel companies and scaled Internet companies that process transactions.

The product provides commerce media networks with a self-service platform. This streamlines the fragmented commerce media marketplace and pulls together monetization and optimization capabilities across sponsored listings, CTV, video and display ad formats, PubMatic says.

Several brands have joined as partners, including IPG Mediabrands, dentsu, Lyft Media, MiQ, and Wallapop. 

Bruce Williams, executive vice president, head of performance marketing at dentsu Media US. “By partnering with PubMatic, dentsu can leverage valuable commerce and retail data to enable advanced targeting and reporting and drive performance across the entire media supply chain.

 “PubMatic’s expertise in programmatic media and their launch of Convert will support our business goals to create new relationships with consumers and brands, enhance the user experience, and help drive the value we can deliver for advertisers,” adds Soma Lepcsenyi, programmatic manager at Wallapop, a marketplace for selling pre-owned products.

 “This new solution from PubMatic gives us access to the programmatic expertise, scale, and reach to help us innovate and grow our relationships with advertisers and the revenue opportunities we create,” comments Kenan Saleh, general manager, head of Lyft Media.