Haleon Forms Strategic Partnership with PubMatic
Haleon, a prominent player in the global healthcare sector, has selected PubMatic as its go-to partner for supply optimization. This partnership is designed to improve the media buying process, making it not only more efficient but also more sustainable. By utilizing PubMatic's cutting-edge technology, Haleon aims to streamline its supply path and enhance the effectiveness of its video, display, and connected TV inventory purchases.
Enhancing Media Investments
The collaboration between Haleon and PubMatic is built on a mutual commitment to transparency and sustainability in digital advertising. Haleon is focused on maximizing the effectiveness of its media investments while also working to reduce its carbon footprint. To support this effort, Haleon plans to leverage PubMatic's capabilities to optimize its media buying process, fostering a responsible advertising strategy.
Boosting Transparency in Supply Path
Taking insights from the ISBA PwC study launched in 2020 into consideration, Haleon has continuously looked for ways to enhance the transparency of its supply paths. Working with PubMatic gives Haleon direct access to inventory sources, which is crucial for driving commercial efficiency. This partnership is geared towards creating a data-driven ecosystem that allows Haleon to make more informed choices regarding programmatic advertising.
Making Responsible Media Investments
With a strong commitment to promoting efficiency, transparency, and responsibility in media buying, PubMatic plays a vital role in this partnership. Emma Newman, Chief Revenue Officer at PubMatic for EMEA, emphasized how crucial supply path optimization (SPO) is in reaching these objectives. This collaboration will offer Haleon substantial benefits, helping them refine their programmatic ad spending and improve their delivery outcomes.
Revamping Media Supply Chains
A key goal of this partnership is to improve the quality of media investments. Brook Minto, Haleon's Global Investment Director, discussed how they identified opportunities for enhancement through initial testing. By working closely with the sell-side, Haleon endeavors to eliminate unwanted inventory that deviates from the original supply source.
Building a Sustainable Marketplace
In creating a global marketplace, Haleon is focused on enabling its regional teams to collaborate exclusively with publishers who meet rigorous inventory quality standards. This strategic approach has already resulted in a significant increase in media impressions, all while positively influencing the environmental impact of their advertising efforts.
About PubMatic
PubMatic is an innovative technology company dedicated to maximizing customer value by transforming the digital advertising supply chain. Their platform empowers leading digital content creators to efficiently manage their inventory access while allowing marketers to achieve better returns on their investments. Since starting in 2006, PubMatic has embraced an infrastructure-based approach that utilizes real-time data effectively, contributing to a transparent and dynamic digital advertising ecosystem.
About Haleon
Haleon is recognized as a global leader in consumer health products, dedicated to enhancing everyday health with a strong focus on humanity. The company offers a wide range of products across key health categories, featuring trusted brands like Advil, Sensodyne, and Centrum. With a solid commitment to science and innovation, Haleon's mission is simple: to improve health outcomes for individuals around the globe.
Frequently Asked Questions
What is the aim of the partnership between Haleon and PubMatic?
The partnership is designed to optimize Haleon's media buying process, enhancing both efficiency and sustainability.
How will Haleon benefit from working with PubMatic?
Haleon will have direct access to inventory sources, which will improve transparency in its media investments while also lowering carbon emissions.
What is the significance of supply path optimization in digital advertising?
Supply path optimization promotes transparency, efficiency, and effectiveness, enabling brands to make more informed choices about their advertising expenses.
Which brands are part of Haleon's focus?
Haleon emphasizes well-known brands including Advil, Centrum, and Tums, among others, across several health categories.
In what ways does PubMatic assist its clients?
PubMatic provides a sell-side platform that enhances monetization, facilitating the effective use of data and ultimately improving advertising outcomes for its clients.
