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PubMatic (NASDAQ:PUBM), an independent technology company delivering digital advertising's supply chain of the future, today announced the launch of a new collaborative approach to supply path optimisation (SPO) for global healthcare company, Haleon.
PubMatic has been selected by Haleon as a preferred supply partner to increase efficiency and streamline access to video, display, and connected TV (CTV) inventory globally, while also making media investments more sustainable. PubMatic provides transparent bidding technology and actively supports Haleon brands including Advil, Centrum, and Tums through programmatic media buys, thus maximising efficiency and performance.
Since the launch of the original ISBA PwC study in 2020, Haleon has taken a proactive approach to improving supply path transparency. With this new partnership, Haleon benefits from direct access to inventory sources, maximising commercial efficiency, transparency, data-driven insights, and optimisation capabilities. By creating the most direct supply path, this SPO partnership enables the reduction of any carbon emissions related to Haleon's media investments by directing it towards responsible media while decarbonizing the media supply chain.
