Digital advertising firm PubMatic has forged a partnership with Comcast and Charter’s streaming joint venture Xumo that will allow its advertising clients to access more programmatic ad inventory.
Through the partnership, PubMatic clients will have access to reach and targeting capabilities through Xumo’s various digital properties, including its free, ad-supported streaming TV (FAST) app Xumo Play, channels distributed through Xumo Enterprise, and connected devices like Xumo-powered smart TVs and the Xumo Stream Box.
“At Xumo, we are focused on how we can make it as simple and transparent as possible for advertisers to access our diverse content library,” Ying Wang, the General Manager of Xumo Advertising, said in a statement. “By adding PubMatic to our host of premium programmatic partners, we are providing advertisers with another avenue to access the transparent insights they need to make the best use of their media dollars.”
Xumo devices are leased to Comcast and Charter’s broadband Internet customers, as well as those of some other third-party broadband Internet service providers, including Cox Cable. Xumo Play is available across most popular streaming video platforms, including Roku, Amazon Fire TV, Android TV (Google TV), Apple TV, smartphones and tablets. And Xumo Enterprise powers white-label FAST channels for services like Google Free TV, which is natively embedded into most modern Google TV-powered devices.
PubMatic’s connected TV (CTV) platform allows for the integration of omnichannel campaigns, which delivers “significant sales lifts for advertisers who want to reach audiences across devices and platforms,” a spokesperson said on Thursday. By tapping into Xumo’s platform, PubMatic clients can now bring their campaigns and utilize insights from Xumo-connected streaming and traditional linear channels.
“Partnering with Xumo is a perfect fit for our mission to deliver superior programmatic solutions on [our] growing CTV platform,” Nicole Scaglione, the VP of video, CTV and over-the-top solutions at PubMatic, said in a statement. “Our advanced technology and strong buyer relationships will drive better outcomes for advertisers, enhancing their ability to connect with Xumo’s high-quality inventory.”
A projection from Magna Global revealed CTV ad spending is forecast to reach $23.8 billion by the end of this year. That will nearly double over the next three years, according to statistics company Statista.
“his partnership between PubMatic and Xumo positions both companies to capitalize on the increasing shift toward programmatic advertising in a streaming [and] premium environment,” a spokesperson said. “This collaboration will enable advertisers to effectively reach and engage new consumers and enhance brand awareness and loyalty while driving conversions and sales in a brand-safe, high-performing advertising channel.”
