PubMatic and Proxama partner on automated beacon marketing

2nd August 2016

Deal combines the UK’s largest beacon network with an exclusive private marketplace

London, UK (2nd August, 2016) PubMatic, the marketing automation software company for publishers, is pleased to announce its partnership with Proxama PLC (AIM:PROX), the leading mobile proximity commerce company, to exclusively power the automation of ad buying for media buyers and sellers across its portfolio of apps.


PubMatic will provide Proxama with a leading private marketplace (PMP), enabling brands and agencies working with Proxama to see the premium ad space available before deciding which placements to invest in. This will ensure the right advertisers are connected to Proxama’s publisher partners and their audiences. This trend is reflected in PubMatic’s Q4 2015 QMI report, which detailed how high calibre brands are increasingly using mobile private marketplaces to target mobile consumers with timely, relevant advertising messages.


Proxama will work with PubMatic to drive its programmatic strategy across its app inventory. Proxama’s apps on Android and iOS devices trigger contextually relevant notifications when in proximity to a Bluetooth beacon which awakens the app, where a relevant and timely ad is served. Brands can capitalise on the consumer’s exact physical context and dwell time to deliver ads to an audience with a higher tendency to engage. Proxama’s network of beacons are deployed in conjunction with the UK’s leading Out of Home media owners, as well as in high consumer dwell-time locations such as on buses, taxis and in airports across London and the UK.


“Proxama has the biggest network of Bluetooth beacons in the UK; however, if the ads being served aren’t relevant to consumers, the value we offer to brands and publishers is reduced considerably,” said John Kennedy, CEO at Proxama. “Therefore, we need a programmatic strategy to help us realise the value of advertising through PMPs. PubMatic was the obvious partner.”


Paul Gubbins, Country Manager, UK at PubMatic added: “With location targeting at the heart of mobile buy-side conversations, access to the inventory that Proxama has and that can provide the exact physical state of the audience is valuable to agencies and the advertisers they represent. We’re delighted that Proxama has chosen us as their exclusive revenue automation partner and we look forward to supporting them as they build out their automated media buying and selling solutions.”