PubMatic, GroupM partner on AI-generated cohort modelling for advertisers

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PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, today announced a partnership with GroupM, WPP’s media investment group, to deliver cohort-based modelling capabilities for advertisers.

This collaboration, a first-of-its-kind in the market, leverages a distributed AI model via Resolve, a Choreograph company, to enable scaled targeting across multiple publishers simultaneously, ensuring privacy-first ad buying at scale.

Cohort-based modelling

The proprietary technology, seamlessly integrated into the PubMatic SSP, utilises impression level data to generate privacy-compliant audience segments.

The technology delivers sustainable scalability for both buyers and sellers, with no personal data moved or shared in the buying process.

Data is exclusively connected to inventory on the sell-side, creating enhanced auction packages for advertisers through advanced demand-side tools. This ensures full-scale inventory reach, while eliminating the need for ID matching.

Data signals within the digital media ecosystem are evolving with the deprecation of third-party cookies on Chrome, impacting addressability across the open web.

PubMatic has been making dedicated investments over the past few years to address this challenge, and 80% of impressions on PubMatic’s platform now have alternative signals to the third-party cookie available to buyers.

Nonetheless, there remains work to be done to close the remaining gap. This new strategic partnership further expands PubMatic’s efforts towards ensuring robust protection of user data and fostering insight-driven advertising that fuels value for both brands and publishers.

User privacy is rigorously safeguarded through machine learning AI technology that collates data and drives segmentation, rather than third-party cookies, while it also eliminates the need for user-level data to be moved or shared during the buying process.

This empowers publishers to leverage their first-party data without compromising user trust, providing more effective addressability to all GroupM advertisers.

This approach is channel agnostic, which means publishers and advertisers can participate regardless of device or ad format, inclusive of CTV, mobile app, and browser environments.

This collaboration creates a more transparent, privacy-first, and universally rewarding online advertising experience.

Andrew Baron, Senior Vice President of Addressability and Marketplace at PubMatic said: “Upholding user privacy while simultaneously driving value for brands and publishers is of paramount importance in digital advertising.

“This first-of-its-kind partnership with GroupM offers a solution that combines PubMatic’s data and infrastructure with Resolve’s technology to deliver measurable advertising outcomes across cookieless inventory.

“This powerful combination of advanced privacy-safe technology and the extensive reach of PubMatic will redefine how publishers and advertisers collaborate, making it simple to optimise ad relevance and maximise the positive impact of ad campaigns on all sides.”

GroupM’s Senior Director of Investment, Rory Latham, said: “This partnership with PubMatic gives us the opportunity to drive efficiency for clients by consolidating with fewer partners and strengthening our capabilities.

“By tapping into PubMatic’s vast range of capabilities and connections, we can enhance access to a triple-tiered selection of benefits including expanded addressability, refined data protection, and continued targeting precision even amid data access and regulatory challenges.”

The new solution is now available across the United States and United Kingdom.