PubMatic, an independent technology company that is delivering the supply chain of the future for digital advertising, has announced that it will be partnering with PhonePe, the platform that leads the market in mobile payments and financial services in India.

As a result of this strategic partnership, PubMatic’s programmatic buying partners will now have access to the premium mobile app inventory and audiences offered by PhonePe. This relationship gives Indian media buyers with a one-of-a-kind opportunity to access into PhonePe’s Indic-language-speaking consumers across a varied spectrum of metropolitan and non-metropolitan locales. This comes at a time when the industry is looking for solutions that are both sustainable and differentiated.

PhonePe is one of the most important players in India’s transition towards a cashless economy. The company has more than 500 million registered users and holds more than 50% of the market share in the Unified Payments Interface (UPI) instant payments ecosystem in India. PhonePe has teamed with PubMatic to unlock the full potential of its digital advertising inventory as part of its commitment to fueling product innovation and empowering more consumers and companies to go digital. This commitment is part of PhonePe’s larger mission to enable more consumers and businesses to go digital.

PhonePe is going to leverage PubMatic’s cutting-edge programmatic technology in order to provide advertisers with a supply chain that is consistent with privacy standards, fraud-free, and to provide viewers with an improved user experience.

The agreement not only provides advertisers with programmatic access to the users of the PhonePe platform at scale, but it also ensures that viewers utilising the PhonePe platform will see advertising that is relevant to them and engaging.

“We are delighted to provide PhonePe with our assistance in expanding and improving its digital monetisation efforts,” said Amit Yadav, PubMatic’s Country Manager for South Asia. By leveraging programmatic technology, PhonePe will expand the accessibility of its inventory and audiences to a broader range of advertisers. PhonePe is a digital payment platform. This relationship enables PhonePe to provide a great experience for the consumers and businesses that utilise its platform on a daily basis, while also making high-value audiences accessible to the advertiser partners of PubMatic.

“We are pleased to work with PubMatic and acquire a footing into the programmatic advertising industry,” stated Sravanthi Pasumarthi, Director of Strategy & Operations for PhonePe Ads. PhonePe is able to provide marketers with the ability to uniquely harness our capabilities for their brand solutions at scale because we have the widest reach in India, rich user cohorts, and a comprehensive suite of brand solutions. We are confident that the overall advertising experience on our platform will improve as a result of this partnership, which will benefit not just our partners but also our users.

The partnership between PubMatic and PhonePe highlights the growing significance of programmatic advertising inside India’s developing digital economy. This strategic collaboration gives advertisers the ability to connect with audiences that are highly engaged, resulting in meaningful interactions that produce actual business consequences, as Pasumarthi explained further.

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