Horizon Media, the largest media agency in the U.S., announced a supply path optimization (SPO) partnership with PubMatic ( PUBM), an independent technology company delivering digital advertising’s supply chain of the future. Buying premium media inventory has become increasingly complex across formats and devices, with new challenges in targeting fragmented audiences. Partnering with PubMatic will add value to Horizon Media clients’ direct, transparent, and simplified access to high-value audiences and premium inventory, including CTV, at an unprecedented scale.

“Horizon’s relationship with PubMatic gives our clients access to audiences at scale across channels, including CTV, and they are aligned with our own innovation to ensure our success and leadership in the future of digital advertising,”

“Horizon Media now offers a unique combination of tools for increased cost-savings, along with access to new and exclusive product offerings with PubMatic.”

Jesse Fisher, SVP of Programmatic & Data, Horizon Media.

Horizon Media and PubMatic will work together on cutting-edge technologies to enable automated bid optimization using customized advertiser-level performance signals through their relationship. Customers of Horizon can easily use this DSP-independent solution through PubMatic to improve purchasing effectiveness across marketing goals.

To automatically transfer spending to inventory that maximizes the advertiser’s return on marketing spending, Horizon’s HX will employ PubMatic’s intelligent bid optimization. This can be turned on for various success measures to improve campaign performance all around. For the benefit of Horizon Media’s clients, PubMatic automates the optimization of open exchange media buying in one location, improving productivity, insight, and performance.

“Horizon Media is a great partner in driving efficiency, transparency, and innovation to enable the development of digital advertising and its benefits for brands, publishers, and consumers,”

“Their media buying scope combined with our omnichannel quality and scale provides one of the most robust media opportunities on the open internet for both brands and publishers. We’re looking forward to delivering more custom capabilities that further improve the media buying process, deliver deeper insights, and ultimately create more value.”

Kyle Dozeman, Chief Revenue Officer, Americas, at PubMatic.