Perform partners with PubMatic to grow programmatic strategy across Asia

As digital ad spend in Asia-Pacific soars to an estimated US$40 billion by the end of this year, according to eMarketer, Perform, a leading digital sports content group, will employ PubMatic’s programmatic platform to enhance its strategic capabilities.    

“When looking for a partner to help us capitalise on that growth, we wanted an organisation that is best placed to meet our growing programmatic needs,” said James Peel, director of sales for Asia-Pacific at Perform.

Perform runs premium sports-content brands including Goal.com, English Premier League, MLB, and the Football Federation of Australia. The exclusive partnership involves the management of Perform’s inventory across nine markets: Australia, India, China, Japan, Korea, Singapore, Malaysia, Indonesia and Thailand.

Perform will utilise PubMatic’s One Platform to manage private marketplace (PMP) rules-based buying on desktop, in addition to yield optimisation and video real-time bidding services in an effort to drive ROI.

Through the partnership, PubMatic will focus on helping Perform monetise its digital assets in a “brand safe, non-competitive environment”. According to the companies, if this is successful, "there will be the potential to add mobile and video advertising” in the future.

"The PubMatic deal enables us to run a private marketplace while giving us the benefits of scale and ease of trading on the platform," James Rushton, Perform's APAC MD, told Campaign Asia-Pacific in an earlier interview.