PubMatic, the programmatic advertising platform company for leading publishers, and xAd, the industry’s leading global location ad platform, today announced the launch of what may be the largest global location-enabled mobile marketplace available today. This partnership will create a location verified programmatic marketplace available through PubMatic, bolster PubMatic’s location aware inventory, and significantly expand the portion of the mobile programmatic marketplace served by xAd and PubMatic. For media buyers and brands, the partnership will represent a significant source of quality location-verified mobile inventory in the marketplace.
As part of this relationship, xAd will be leveraging PubMatic’s Private Marketplace (PMP) capabilities, which incorporates the ability to target mobile-specific parameters, further enriching xAd’s already robust location capabilities as well as other mobile- and application-specific functions like IDFA, MRAID, and lat/long.
“Gaining access to PubMatic’s leading mobile ecosystem is critical to our promise of serving a global market for location aware mobile inventory,” said Dipanshu ‘D’ Sharma, CEO at xAd. “This partnership is exciting because it creates a global location-verified marketplace that will allow us to tap into PubMatic’s industry-leading solutions. This way we can provide the type of precise, location-based mobile advertising and accurate measurement needed to make cross-platform advertising campaigns effective.”
The new mobile marketplace launches with approximately 20 billion location-verified monthly impressions, with the potential to reach 40 billion impressions per month. Inventory provided by xAd is primarily mobile application based, but also includes mobile web impressions. xAd’s inventory is not only location-verified, but is transparent, location-aware, rich media enabled, and will pass IDs whenever possible. This will enable PubMatic to maintain the high quality premium inventory that it is known for in today’s mobile marketplace.
Bob Walczak, GM of Mobile and Video at PubMatic, commented on this new development: “Working with xAd is a testament not only to the rapid growth that PubMatic is experiencing in mobile, but also to the quality that we provide our partners. We pursued a partnership with xAd because we wanted to bring our premium tools together with their premium location-verified mobile inventory to deliver a central source of location-oriented supply to the mobile industry. This partnership represents a great step forward in the continued growth of our mobile, tablet, video and desktop business.”
Founded in 2009, xAd is the only global mobile-location ad platform and the leader in delivering targeted mobile ads based on accurate user location and search context. Across its network, the company aggregates and manages billions of monthly ad impressions from which it derives the largest supply of location-based advertising inventory in the market. xAd delivers targeted mobile location@scale for over a million national and local advertisers, including brands like Pinkberry, Home Depot and Wells Fargo. xAd is based in New York City with several satellite offices across the U.S. and internationally. For more information, visit http://www.xAd.com.
PubMatic is a technology platform that powers the programmatic advertising strategy of leading publishers and premium brands. Its innovative solutions help content providers drive the highest value for their digital media assets and provide consumers with a more personalized advertising experience across display, mobile and video. PubMatic’s One Platform, proprietary technology and advanced mobile capabilities are utilized by a global roster of comScore publishers. Pioneering online auctions for the buying and selling of media through Real-Time Bidding (RTB) and Private Marketplace (PMP), the company also works with hundreds of advertising partners. Ranked by Deloitte as one of the fastest growing companies in the US Internet sector in both 2012 and 2013, PubMatic has offices worldwide with headquarters in Redwood City, California.