HELSINKI, FINLAND — Finnish buying intent data platform NinaData has announced a new partnership with PubMatic, an independent technology company delivering digital advertising’s supply chain of the future. Media buyers now have access to NinaData’s advanced contextual targeting and buying intent data directly within PubMatic’s Connect platform. This integration powers more effective audience targeting, at scale, without the use of cookies or first-party data.
With the sunsetting of third-party cookies on the horizon, and a decline in the number of consumers consenting to online tracking, advertisers and publishers are turning to new data-driven, cookieless solutions that solve for declining addressability. The need to deliver relevant and engaging ads to audiences quickly and efficiently remains paramount.
“We’re thrilled to partner with PubMatic and bring our contextual targeting capabilities to more advertisers and publishers via PubMatic’s Connect platform. This new integration combines our buying intent targeting with PubMatic’s tools and enables advertisers to automate and streamline the ad buying process at scale,” said Markus Bäckström, COO of NinaData. “PubMatic’s demonstrated commitment to data-driven, privacy-first solutions was a key driver of this partnership.”
With NinaData’s AI-driven buying intent platform now more accessible to advertisers seeking privacy-centric addressability solutions, brands are better able to reach consumers at the exact moment they are making a buying decision without compromising on media quality or performance. The NinaData buying intent platform is a near real-time contextual data platform for driving in-moment online results for brands. Using purpose-built AI for semantic analysis of content, NinaData builds sustainable data value and insights for brands and content owners.
“By bringing together a portfolio of partners that offer industry-leading data solutions, such as NinaData, Connect offers media buyers seamless access to a multitude of targeting options designed to meet the needs of today’s privacy-centric marketers,” said Mark Williams, Senior Director, Audience and Data Solutions, PubMatic. “Together, we are delivering high-performing contextual ads that drive results for advertisers and publishers while protecting consumer privacy.”
