PubMatic to Acquire Martin to Further Accelerate Supply Path Optimization Product Innovation

Technology to Enhance Development Roadmap for Buy-Side Customers

PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, announced that it has entered into a definitive agreement to acquire Martin, a media measurement and reporting platform, deepening the company’s investment in supply path optimization (SPO).

“The digital advertising supply chain of the future must be efficient and effective for both publishers and buyers alike. To this end, over the past several years we have been investing in technology and solutions to enable buyers to efficiently access inventory and audiences from top publishers around the globe,” said Rajeev Goel, co-founder and CEO at PubMatic. “By integrating Martin’s robust workflow, analytics and optimization capabilities for advertisers and agencies into our platform, we believe we will further accelerate and solidify our position as the platform of choice for buyers, and in turn bring greater advertising revenue to our global publisher base.”

Marketing Technology News: Leading Swiss Private TV Group CH Media Chooses Kaltura for New Streaming Service

The acquisition is in response to growing demand from PubMatic’s buy-side customers for enhanced tools to take advantage of PubMatic’s global omnichannel inventory, including market-leading addressability solutions like Connect and innovative technology to enable SPO.

“We are thrilled to join PubMatic, a leader in programmatic technology and innovation. As the industry matures, it’s more important than ever to deliver transparent insights to buyers in order to improve their ability to reach their audiences on quality content,” said Tanja Mimica, CEO and co-founder at Martin. “I am excited for our extremely talented team to join the PubMatic family where we can continue to innovate as part of PubMatic’s SPO product roadmap.”

The transaction will be fully funded from existing cash on PubMatic’s balance sheet, and is expected to close in mid-September 2022, subject to customary closing conditions.

Marketing Technology News: MarTech Interview with Ian Cohen, Founder and CEO at Lokker