• by Ray Schultz , November 26, 2024

Technology firm PubMatic has formed a partnership with Intuit’s media network SMB MediaLabs that will help B2B advertisers offer business owners “relevant products and services that best fit their needs,” says Dave Raggio, vice president of Intuit SMB MediaLabs.

Launched in July 2023, Intuit’s SMB MediaLabs is a media network that focus on small and medium-sized businesses. It leverages 36 million identifiers through Intuit QuickBooks, while keeping the underlying customer data secure on Intuit’s platform, it says.

The new arrangement provides buyers and publishers with premium, brand-safe inventory across CTV, video and mobile. In addition, SMB MediaLabs advertisers will be able to connect to these data segments directly via PubMatic’s self-service Convert platform.

This will unlock “permissioned self-service capabilities” for customers, says Raggio.

“Our partnership with Intuit SMB MediaLabs is an incredible opportunity to bolster PubMatic’s support of the B2B market,” says Tim Rogers, vice president of commerce media at PubMatic. “We will connect marketers to small and medium businesses wherever they engage with the open internet across PubMatic’s premium omnichannel inventory.”

PubMatic cites a forecast published by eMarketers that the digital B2B ad spend will top $18.3 billion in the U.S. this year. In addition, it shows that nearly 90% of businesses are SMBs.