Charter Communications’ advertising business Spectrum Reach is partnering with digital ads technology firm PubMatch that promises to improve business for clients of both services.
The pact will see PubMatic expand its connected TV marketplace with inventory from Spectrum’s line-up of more than 450 streaming and traditional TV networks, including those that offer high-demand live news and sports. At the same time, Spectrum will be able to tap into PubMatch’s strong supply path optimization partnership, which will help Spectrum Reach get closer to buyers with advanced AI-driven technology and streamlined efficiency, the companies said.
“Our partnership with PubMatic gives brands and agencies a new path to execute their campaigns and allows us to transact with marketers in their preferred marketplace of choice,” said Jason Brown, the Senior Vice President and Chief Revenue Officer at Spectrum Reach. “The combination of our premium streaming ad inventory across entertainment, live sports and news and PubMatic’s programmatic marketplace strengthens our ability to deliver more value and efficiency for our advertisers.”
“We are thrilled to join forces with Spectrum Reach, a true innovator in the advertising space,” said Abbie Reichner, the Regional Vice President of Customer Success for PubMatic’s connected TV business. “As a trusted source of news and entertainment across the U.S., we are excited to help Spectrum Reach maximize their advertising revenue so they can continue to invest in valuable content creation. This collaboration will enable us to elevate programmatic advertising by providing advertisers with even more capabilities to reach their target audiences effectively and efficiently.”
Comscore data shows Spectrum reaches 90 percent of TV viewers within its service footprint through the delivery of traditional and streaming video channels.
PubMatic clients will now be able to harness that power by tapping into Spectrum Reach’s ad inventory, which will be integrated into the PubMatic CTV Marketplace. Spectrum Reach says it will provide buyers transacting within PubMatic’s marketplace “with industry-leading transparency into where their ads are running.”
Likewise, PubMatic’s advanced technology and AI-driven capabilities allow Spectrum Reach to monetize its offerings while reducing infrastructure demands and streamlining its workflow. It will also give Spectrum the ability to make “smarter, faster decision-making and improved audience engagement,” Charter said.
