PubMatic and PhonePe To Exchange Data Assets via Collaboration

CIOTechOutlook Team | Thursday, 23 November 2023, 06:23 IST

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PubMatic, an independent technology business creating the future supply chain for digital advertising,  announced a partnership with PhonePe, India's top mobile payments and financial services platform.
 
This strategic collaboration makes PhonePe’s premium mobile app inventory and audiences available to PubMatic’s programmatic buying partners. As the industry looks for sustainable and differentiated solutions, this partnership provides Indian media buyers with a unique opportunity to tap into PhonePe’s Indic-language-speaking audiences across a diverse range of metropolitan and non-metropolitan locations, as per PubMatic.
 
PhonePe, with 500+ million registered users and a 47% market share in India's Unified Payments Interface (UPI) instant payments ecosystem, plays an important part in the country's transition to a cashless economy. PhonePe has collaborated with PubMatic to unlock the full potential of its digital advertising inventory as part of its commitment to fueling product innovation and allowing more consumers and companies to go digital.
 
PhonePe will employ PubMatic's cutting-edge programmatic technology to provide advertisers with a privacy-compliant, fraud-free supply chain and a better user experience for viewers.
 
The agreement provides advertisers with programmatic access to PhonePe platform users while also ensuring that viewers utilizing the PhonePe platform receive relevant and compelling advertising.
 
“We’re excited to support PhonePe in diversifying and enhancing its digital monetisation by making its inventory and audiences available to a wider range of advertisers via programmatic technology,” said Amit Yadav, Country Manager, South Asia, at PubMatic. “This partnership helps PhonePe to maintain a positive experience for the consumers and businesses who use its platform every day, while making these high-value audiences available to PubMatic’s advertiser partners.”
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