PubMatic buys Martin media measurement platform

PubMatic buys Martin media measurement platform

September 20, 2022

In the United States, digital advertising technology company PubMatic has acquired media measurement and reporting platform Martin for an undisclosed sum.

Founded in 2017, Martin offers a demand-side platform, with fully integrated incrementality measurement and optimization across all stages of the marketing funnel. Martin’s workflow, analytics and optimization capabilities for advertisers and agencies will now be integrated into PubMatic’s platform, promising more advertising revenue for its global publisher base.

Rajeev Goel, co-founder and CEO of PubMatic, says the acquisition responds to growing demand from its buyer clients for enhanced tools to leverage the company’s global omnichannel inventory, including Connect, through which media buyers can connect with their target audiences through the open Internet. The transaction will be fully funded from existing cash on PubMatic’s balance sheet and is expected to close within days.

Tanja Mimica (pictured), CEO and co-founder of Martin, adds: “As the industry matures, it is more important than ever to provide transparent information to buyers to improve their ability to reach their audience with a quality content. I am thrilled to have our extremely talented team join the PubMatic family.”

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