Xumo, PubMatic to Expand Programmatic Advertising
Unique to PubMatic, the platform seamlessly integrates CTV buying across omnichannel campaigns.
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Xumo, a streaming platform joint venture between Comcast and Charter, and PubMatic, an independent technology company delivering digital advertising’s supply chains, announced a partnership to make Xumo’s premium inventory programmatically available to advertisers via PubMatic.
As the digital advertising ecosystem becomes more crowded and convoluted, advertisers are calling for the data-driven insights and signals necessary to optimise their media investment. With this collaboration, advertisers can unlock unprecedented reach and targeting capabilities across Xumo properties, strengthened by PubMatic’s robust supply path optimisation (SPO) relationships with buyers.
“At Xumo, we are focused on how we can make it as simple and transparent as possible for advertisers to access our diverse content library,” said Ying Wang, General Manager, Xumo Advertising. “By adding PubMatic to our host of premium programmatic partners, we are providing advertisers with another avenue to access the transparent insights they need to make the best use of their media dollars.”
Xumo is an entire entertainment ecosystem spanning a FAST app, streaming devices and FAST channels distributed on platforms across the globe. PubMatic joins the company’s roster of programmatic supply partners at a particular moment of growth for Xumo, which saw September 2024 streaming hours on Xumo Play grow 83% year-over-year. with viewers spending an average of 90 minutes daily on its 350+ channels.
PubMatic will bring its expertise in programmatic CTV advertising. Unique to PubMatic, the platform seamlessly integrates CTV buying across omnichannel campaigns, delivering significant sales lifts for advertisers who want to reach audiences across devices and platforms. Through this partnership, advertisers can target new audiences not available in streaming or traditional channels.
“Partnering with Xumo is a perfect fit for our mission to deliver superior programmatic solutions on growing CTV platforms,” said Nicole Scaglione, VP of CTV/OTT and Video at PubMatic. “Our advanced technology and strong buyer relationships will drive better outcomes for advertisers, enhancing their ability to connect with Xumo’s high-quality inventory.”
With programmatic CTV ad spending projected to reach $23.8 billion in 2024 (per Magna Global’s forecast), this partnership between PubMatic and Xumo positions both companies to capitalise on the increasing shift toward programmatic advertising in a streaming/premium environment. This collaboration will enable advertisers to effectively reach and engage new consumers and enhance brand awareness and loyalty while driving conversions and sales in a brand-safe, high-performing advertising channel.
