PubMatic to Acquire Martin to Further Accelerate Supply Path Optimization Product Innovation

PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, today announced that it has entered into a definitive agreement to acquire Martin, a media measurement and reporting platform, deepening the company’s investment in supply path optimization (SPO).

The digital advertising supply chain of the future must be efficient and effective for both publishers and buyers alike. To this end, over the past several years we have been investing in technology and solutions to enable buyers to efficiently access inventory and audiences from top publishers around the globe, By integrating Martin’s robust workflow, analytics, and optimization capabilities for advertisers and agencies into our platform, we believe we will further accelerate and solidify our position as the platform of choice for buyers, and in turn, bring greater advertising revenue to our global publisher base.”

– Rajeev Goel, co-founder, and CEO at PubMatic.

The acquisition is in response to growing demand from PubMatic’s buy-side customers for enhanced tools to take advantage of PubMatic’s global omnichannel inventory, including market-leading addressability solutions like Connect and innovative technology to enable SPO.

We are thrilled to join PubMatic, a leader in programmatic technology and innovation. As the industry matures, it’s more important than ever to deliver transparent insights to buyers to improve their ability to reach their audiences with quality content, I am excited for our extremely talented team to join the PubMatic family where we can continue to innovate as part of PubMatic’s SPO product roadmap.”

– Tanja Mimica, CEO and co-founder at Martin.

The transaction will be fully funded from existing cash on PubMatic’s balance sheet and is expected to close in mid-September 2022, subject to customary closing conditions.