• by Ray Schultz , September 18, 2024

Global healthcare firm Haleon has selected PubMatic as a supply partner to streamline its programmatic media buys. 

The goal is to enable Haleon to “make more informed, data-driven decisions about their programmatic ad spend and deliver better outcomes for Haleon’s brands,” says Emma Newman, CRO, EMEA at PubMatic. 

PubMatic will streamline access to video, display and connected TV  inventory globally, while making media investments more sustainable, the company says. PubMatic provides transparent bidding technology for such Haleon brands as Advil, Centrum, and Tums through programmatic media buys.

The partnership will facilitate reduction of carbon emissions stemming from Haleon’s media buying by steering it towards responsible media. 

“We are on a journey to optimize the quality of our media investments while reducing the carbon footprint of our media buying operations and driving effectiveness,” says Brook Minto, global investment director, marketing edge at Haleon Health. “Following initial tests, we identified opportunities to improve by working more closely with the sell-side. We selected PubMatic to remove undesirable inventory that is more than one hop away from the supply source.”