GroupM, WPP’s leading media investment group, and PubMatic, an independent digital advertising technology company, have expanded their global partnership to enhance the GroupM Premium Marketplace (GPM) in the LATAM region. This strategic move offers GroupM clients in LATAM direct access to PubMatic’s premium publisher inventory, bringing more transparency and efficiency to the region’s growing programmatic advertising ecosystem.

Key Features of the Expanded Partnership

1. Unified Programmatic Market for LATAM

• GroupM Premium Marketplace (GPM), launched in 2022 across EMEA and North America, now extends to LATAM, offering a unified approach to programmatic buying.
• The marketplace will feature connected TV, digital video, and display advertising.

2. Access to High-Quality Publisher Inventory

• GroupM clients in LATAM can leverage PubMatic’s top-tier inventory, ensuring high-quality digital ad placements.
• The partnership provides competitive bidding, advanced technology, and full transparency of the supply chain.

3. Streamlined Buying for LATAM Clients

• The integration of PubMatic’s sell-side targeting and a unified interface for buyers and publishers will simplify the programmatic buying process.
• The platform is designed to accommodate newcomers to programmatic advertising, enabling smoother entry into the market.

4. Commitment to Transparency and Supply Path Optimization (SPO)

• The partnership emphasizes transparency in media investments, reducing fraud and preventing inventory misrepresentation.
• PubMatic’s Activate product supports Supply Path Optimization (SPO), ensuring greater efficiency and trust in the programmatic ecosystem.

Impact on the LATAM Market

This collaboration responds to the growing demand for programmatic advertising in LATAM, where ad spending surged from $5.2 billion in 2017 to $16.77 billion in 2023. Projections indicate the market will reach $23.6 billion by 2028.

Through this partnership, GroupM and PubMatic will not only tap into this burgeoning market but also drive the region towards a more transparent, efficient, and valuable supply chain, addressing the needs of both advertisers and publishers.

Leadership Perspectives

• Maricarmen Flores, Digital Investment Manager, GroupM LATAM:
  “Transparency in the programmatic ecosystem is a priority for GroupM. This partnership with PubMatic will help us deliver responsible and scalable solutions, offering clients access to premium local supply.”
• Alan Fontevecchia, VP of LATAM, PubMatic:
  “We are excited to expand with GroupM to LATAM. This partnership bridges the gap between publishers and buyers, fostering strong, mutually beneficial collaborations in the region.”

The expanded partnership between GroupM and PubMatic signifies a major step towards enhancing programmatic advertising in LATAM. By offering greater transparency, efficiency, and access to high-quality inventory, this collaboration is set to drive the region’s advertising industry forward while meeting the rising demand for programmatic ad spend.