Xumo, a leading streaming platform powered by a joint venture between Comcast and Charter, has partnered with PubMatic, an independent technology company specializing in digital advertising. This collaboration aims to make Xumo’s premium inventory programmatically available to advertisers, unlocking unprecedented reach and targeting capabilities. With the digital advertising ecosystem becoming more complex, this partnership brings a much-needed solution to help advertisers optimize their media investments through advanced programmatic strategies.

1. The Growing Need for Data-Driven Insights in Digital Advertising

• Optimizing Media Investments:
  In an increasingly crowded digital advertising space, advertisers are demanding data-driven insights to optimize their media spending. As programmatic advertising becomes more central to ad strategies, access to quality, transparent data is essential for achieving better targeting and maximizing ROI. The collaboration between Xumo and PubMatic aims to meet this demand by providing advertisers with direct access to high-quality inventory and valuable data for informed decision-making.

• Unlocking Reach and Targeting with PubMatic:
  By leveraging PubMatic’s supply path optimization (SPO) and strong buyer relationships, Xumo is offering advertisers unmatched targeting capabilities across its expansive library of 350+ streaming channels. This partnership enables advertisers to connect with audiences more efficiently, increasing the potential reach for campaigns and driving higher engagement.

2. Xumo’s Growing Streaming Ecosystem

• Expanding Content Library:
  Xumo’s platform spans a FAST app, streaming devices, and FAST channels distributed across global platforms, making it a comprehensive entertainment ecosystem. The partnership with PubMatic comes at a moment of substantial growth for Xumo, with a notable 83% year-over-year increase in streaming hours in September 2024. Viewers are spending an average of 90 minutes daily on the platform, solidifying Xumo as an essential channel for advertisers aiming to tap into a growing streaming audience.

• Simplifying Access for Advertisers:
  Xumo’s focus on transparency and ease of access for advertisers is central to this partnership. According to Ying Wang, General Manager of Xumo Advertising, the goal is to make it simple and transparent for advertisers to tap into the platform’s diverse content library. By adding PubMatic to its roster of premium programmatic partners, Xumo continues to enhance its advertising offerings, providing advertisers with critical insights needed to optimize their media dollars effectively.

3. The Role of PubMatic in Driving Programmatic CTV Advertising

• PubMatic’s Expertise in CTV Advertising:
  PubMatic is renowned for its leadership in programmatic advertising, particularly in the CTV (Connected TV) space. As highlighted in The Forrester Wave™: Sell-Side Platforms, Q4 2024, PubMatic is recognized for its ability to drive substantial sales lifts for advertisers, enabling them to connect with audiences across multiple devices and platforms. By incorporating CTV into its omnichannel campaigns, PubMatic provides a seamless integration for advertisers seeking to maximize the impact of their campaigns in the fast-evolving streaming market.

• Seamless Integration Across Platforms:
  PubMatic’s programmatic solutions enable advertisers to target new and diverse audiences across streaming and traditional channels that may not be accessible through other advertising methods. This integration provides a more effective way to drive brand awareness, increase consumer engagement, and ultimately boost conversions.

4. Riding the Growth of Programmatic CTV Advertising

• Programmatic CTV Advertising on the Rise:
  As programmatic CTV ad spending is expected to reach $23.8 billion in 2024 (according to Magna Global’s forecast), the partnership between Xumo and PubMatic is perfectly timed to capitalize on the significant shift toward programmatic advertising in the streaming space. Advertisers are increasingly turning to programmatic strategies to better connect with the CTV audience and meet the growing demand for more targeted, measurable advertising solutions.

• A High-Performing, Brand-Safe Channel:
  The collaboration ensures that advertisers can access Xumo’s premium inventory in a brand-safe environment, providing confidence in the quality of the advertising placements. By combining PubMatic’s advanced technology and strong buyer relationships, this partnership creates a high-performing advertising channel that drives measurable outcomes for advertisers.

5. Looking Ahead: Future Opportunities for Advertisers

• Enhancing Brand Loyalty and Conversions:
  Through this partnership, Xumo and PubMatic are enabling advertisers to reach new consumers, enhancing brand awareness, customer loyalty, and sales conversions. By providing data-driven insights, advertisers can make smarter decisions and improve their overall media strategy. The seamless integration between Xumo’s premium inventory and PubMatic’s programmatic capabilities will help advertisers stay ahead in the competitive CTV landscape.

• Strategic Growth and Expansion:
  As both companies continue to grow, this partnership lays the groundwork for future advancements in the CTV space, positioning them to capitalize on emerging trends and drive innovation in digital advertising. With programmatic CTV advertising set to expand, Xumo and PubMatic are positioned to play a leading role in the next phase of advertising evolution.

The strategic partnership between Xumo and PubMatic marks a significant milestone in the growing CTV advertising landscape. By combining Xumo’s premium streaming inventory with PubMatic’s advanced programmatic technology and SPO expertise, this collaboration offers advertisers an effective way to reach new audiences, enhance brand awareness, and drive sales conversions in a high-performing, brand-safe environment. As programmatic CTV ad spending continues to surge, both companies are poised to capitalize on the increasing demand for targeted, data-driven advertising solutions.