Chinese internet giant Tencent is partnering with supply-side platform PubMatic, to help the firm develop advertising revenues outside its domestic market.
Tencent, which owns popular messaging app WeChat, as well as QQ.com and Tencent Video App, has appointed PubMatic as of the partners for Tencent Online Media Group (OMG), with a remit to “identify and optimise” global ad opportunities.
It comes the same week as Disney’s ESPN agreed a deal for its sports content to be exclusively distributed in China via Tencent’s digital platforms.
The deal will also help PubMatic help develop its presence in the Asia Pacific region, according to co-founder and chief executive Rajeev Goel.
“We are delighted to be working with Tencent OMG. This agreement validates PubMatic’s significant investments in developing a best-in-class, end-to-end mobile solution that combines ad serving, yield management, work flow automation and real-time analytics,” said Goel.
“We are focused on optimizing every impression across every screen and creative type in a transparent way that is ideal for brand advertisers and brand-focused agencies.”
In December, PubMatic confirmed plans to lay-off more than 100 of its employees, as part of a process to “double-down” on the minority of publisher customers providing 90% of its revenues.
Last month, PubMatic’s head of high growth solutions for ‘JAPAC’ Marcus Tan joined programmatic rival SpotX to become its new managing director for the region.