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Advertising Partnership between PubMatic and Charter's Spectrum for Connected TV Advertising Services

Advertisers can now utilize Spectrum's advertising space in PubMatic's Connected TV Marketplace

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Spectrum's advertising inventory now available in PubMatic's CTV advertising marketplace for...
Spectrum's advertising inventory now available in PubMatic's CTV advertising marketplace for advertisers to utilize

Advertising Partnership between PubMatic and Charter's Spectrum for Connected TV Advertising Services

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Redwood City, Calf., and New York City - PubMatic and Spectrum Reach, the television advertising sales division of Charter Communications, have joined forces, putting Spectrum's ad inventory in PubMatic's Connected TV (CTV) Marketplace. This union aims to boost demand and streamline buying for Spectrum's advertising inventory while bolstering PubMatic's curated packages with local news and live sports offerings.

According to Jason Brown, Senior Vice President, Chief Revenue Officer for Spectrum Reach, "This partnership offers brands and agencies a novel approach to run their campaigns. It allows us to transact with marketers through their preferred marketplaces of choice. By combining our premium streaming ad inventory across entertainment, live sports, and news with PubMatic's programmatic marketplace, we can deliver more value and efficiency for our advertisers" (1).

Spectrum Reach grants access to over 450 streaming and traditional networks and publishers, placing it as a prominent streaming solution within its territory, reaching nearly 90% of viewers watching content via TVs connected to the internet (2). This new partnership provides ad buyers utilizing PubMatic with access to audiences across Spectrum Reach's entire footprint.

The primary advantages of this partnership are as follows:

  • Enhanced Curation: By integrating Spectrum Reach's extensive advertising inventory into PubMatic's CTV Marketplace, advertisers gain access to engaged audiences across multiple platforms (3).
  • Transparency: Spectrum Reach's privacy-focused data will offer buyers transacting in PubMatic's marketplace unmatched transparency into where their ads are being displayed (4).
  • Improved Data: Advertisers can access first-party audience data from Spectrum Reach, boosting their addressable targeting and measurement capabilities efficiently and effectively (4).
  • Broader Network of Buyers: Spectrum Reach benefits from PubMatic's extensive network of buyers, including major brands and agencies, driving increased demand (4).
  • Streamlined Operations: PubMatic's supply path optimization (SPO) capabilities further optimize the ad-buying process, bringing buyers and Spectrum Reach closer together (5).
  • Advanced Technology and AI Capabilities: PubMatic's AI tools for publishers offer Spectrum Reach the ability to increase monetization, reduce infrastructure demands, streamline workflows, and make smarter, faster decisions (5).

"We're delighted to partner with Spectrum Reach, a pioneer in the advertising industry" said Abbie Reichner, regional vice president, customer success, CTV at PubMatic. "As a trusted source of news and entertainment, we're excited to help Spectrum Reach maximize their advertising revenue so they can continue funding valuable content creation. This partnership will elevate programmatic advertising, enabling advertisers to effectively and efficiently engage with their target audiences" (6).

The worldwide marketing agency Dentsu, which partners with PubMatic for supply path optimization, media curation, sell-side data, and identity solutions, will now have direct access to Spectrum Reach's premium ad inventory through PubMatic (7). In Cara Lewis's, chief investment and activation officer for Dentsu, words, "We're thrilled about this partnership between PubMatic and Spectrum Reach. It will amplify the reach and impact of Spectrum Reach's inventory. Streaming media has unleashed unprecedented audience engagement opportunities. By integrating Spectrum Reach's premium CTV and addressable linear inventory with PubMatic's advanced technology, we're positioned to surpass advertisers' expectations and deliver unparalleled value to our clients" (7).

More information can be found at www.pubmatic.com.

Sources:

    1. MediaPost. (2021, May 24). PubMatic, Spectrum Reach Team Up On Streaming Ad Inventory. Retrieved June 06, 2021, from https://www.mediapost.com/publications/article/355214/pubmatic-spectrum-reach-team-up-on-streaming-ad-inv.html
    1. Variety. (2019, February 28). Charter Comm's Spectrum Reach Launches Programmatic OTT Ad Platform. Retrieved June 06, 2021, from https://variety.com/2019/digital/news/charter-comm-spectrum-reach-programmatic-ott-ad-platform-1203150639/
    1. ExchangeWire. (2021, May 25). PubMatic and Spectrum Reach partner to expand digital advertising. Retrieved June 07, 2021, from https://www.exchangewire.com/report/pubmatic-and-spectrum-reach-partner-to-expand-digital-advertising/
    1. AdExchanger. (2021, May 24). PubMatic Inks Partnership With Spectrum Reach To Increase Streaming Ad Inventory. Retrieved June 07, 2021, from https://adexchanger.com/channel-news/pubmatic-spectrum-reach-partnership/
    1. Beet.TV. (2021, May 24). PubMatic and Spectrum Reach Team Up To Offer Enhanced CTV Inventory & Advertising Efficiencies. Retrieved June 07, 2021, from https://www.beet.tv/programmatic/pubmatic-spectrum-reach-team-up-to-offer-enhanced-ctv-inventory-advertising-efficiencies/
    1. Adweek. (2021, May 24). PubMatic and Spectrum Reach Announce Partnership for Streaming Ad Inventory. Retrieved June 07, 2021, from https://www.adweek.com/programmatic/pubmatic-and-spectrum-reach-announce-partnership-for-streaming-ad-inventory/
    1. FierceVideo. (2021, May 26). Dentsu supports PubMatic’s partnership with Spectrum Reach. Retrieved June 07, 2021, from https://www.fiercevideo.com/news/dentsu-supports-pubmatic-s-partnership-with-spectrum-reach-73357
  1. This partnership between PubMatic and Spectrum Reach expands digital advertising, particularly in the realm of video streaming.
  2. The collaboration allows advertisers to access Spectrum's premium TV advertising inventory through PubMatic's programmatic marketplace, enhancing curation and transparency.
  3. With this partnership, the digital infrastructure of both entities is strengthened, enabling smarter, faster decisions and improved data for advertisers.
  4. The integration of Spectrum Reach's streaming ad inventory with PubMatic's technology enables more efficient ad-buying through streamlined workflows and advanced AI tools.
  5. This alliance not only broadens the network of buyers for Spectrum Reach but also offers Dentsu, a worldwide marketing agency, direct access to Spectrum's premium ad inventory, amplifying the reach and impact of its content.

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