New global partnership to bring increased demand to CTV publishers.
Smart, the independent ad tech platform, announced a new partnership with Publica, a leading Connected TV (CTV) ad platform, on 21 October.
The partnership is to accelerate Smart’s growth ambitions in the rapidly expanding CTV sector, said the company in a media statement. This integration is a major step in Smart’s growing commitment to building a scaled, vertically integrated TV advertising platform for media buyers and sellers following its recent acquisition of the global premium CTV demand-side platform (DSP) DynAdmic in July 2021.
According to the media statement, Publica and Smart are dedicated to programmatic advertising quality as the industry continues to mature. By activating Smart as an SSP partner within Publica’s unified auction wrapper, publishers can capture unique and qualified global demand across surging CTV markets in Europe, Latin America, and the United States.
“We are excited by this new alliance with Publica. This is a textbook example of aligning complementary capabilities to create a comprehensive offering,” said Romain Job, Chief Strategy Officer, Smart. “Publica’s leadership in CTV and demand agnostic position makes them an ideal partner to deliver our shared interest advertising business approach as we move towards achieving our accelerated growth trajectory in the coming years.”
“We are thrilled to work with Smart to surface their differentiated demand within the Publica unified auction. Streaming publishers are increasingly turning to Publica to facilitate their ad break construction due to our demand agnostic approach. Integrating a global leader from the sell side into the Publica platform will help grow publishers’ CTV advertising revenues,” said Ben Antier, Co-Founder & CEO, Publica.