With this partnership, media buyers will have access to cookie-free audiences on Airtel Ads’ mobile app inventory.
PubMatic, a sell-side digital advertising platform, has partnered with Airtel Ads, a Bharti Airtel-led advertising solution that makes premium mobile app inventory and audiences available to PubMatic’s programmatic buying partners in India.
This partnership gives media buyers a unique opportunity to access cookie-free audiences on Airtel Ads’ mobile app inventory, as the industry looks for sustainable solutions that don’t rely on third-party cookies and major advertisers look for effective alternatives to the walled gardens.
Airtel Ads is a powerful brand engagement solution that helps advertisers create high-engagement, high-impact campaigns with customer cohorts of all sizes while maintaining their privacy.
Airtel has nearly 200 monthly average users (MAUs) across its digital app platforms Airtel Thanks, Wynk Music, and Airtel Xstream, with over 354 million customers across its businesses. According to Global Web Index, Indians spend up to eight hours per day online on average, with 70 percent of that time spent on the open internet, which includes online content, over-the-top (OTT), and music streaming.
The partnership between Airtel Ads and PubMatic celebrates their shared goal of providing advertisers with a privacy-compliant, fraud-free supply chain as well as a better user experience for viewers.
The partnership provides advertisers with programmatic access to valuable audiences at scale in cookie-free environments, ensuring that viewers using the Airtel platform receive relevant brand communications rather than unwanted spam.
“Since its launch, Airtel Ads has seen phenomenal growth, now supporting over 200+ brands in creating high-engagement, high-impact campaigns that reach the right audiences.” “We’re excited to partner with PubMatic because they’re at the forefront of programmatic, and consumer privacy and a fraud-free supply chain are at the core of both our companies’ offerings,” said Vignesh Narayanan, Airtel Ads’ Business Head.
“We’re excited to collaborate with Airtel as part of our commitment to providing solutions that support and enhance open advertising across all channels.” We believe that apps like Airtel’s allow advertisers to get closer to their customers – apps allow advertisers to engage with a large, loyal audience. “Buyers can reach their audiences on the open web with control, transparency, and trust,” said Amit Yadav, PubMatic’s Country Manager for South Asia.
According to eMarketer, India’s digital ad spend is expected to increase to US$5.12 billion by 2025, up from US$2.77 billion currently.
With their shared focus on quality, long-term sustainability, and advertiser return on investment, Airtel Ads and PubMatic are positioned to capture a significant share of the growing market.
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