Digital advertising technology company, PubMatic, has partnered with Vevo in a bid to accelerate growth of Programmatic Connected TV (CTV) for Vevo, whose global network boasts more than 800,000 videos with an average of 25 billion views per month.

The partnership is positioned as providing media buyers with unprecedented access to Vevo's high-quality CTV inventory on a global scale. Vevo will leverage PubMatic's demand, advanced programmatic trading capabilities, and strategic supply path optimisation (SPO) relationships to deliver targeted ads to a wide range of audiences.

The partnership aligns with Vevo's goal of achieving ubiquity through broader video distribution and the development of its monetisation approach. Vevo's content is accessible on the Vevo TV app, over 20 unique Free Ad-Supported TV (FAST) channels, and social platforms such as YouTube.

"This partnership will allow Vevo to considerably elevate the advertising opportunities we can provide at a global level and drive our programmatic business forward," commented Natalie Gabathuler-Scully, EVP of Revenue, Distribution & Data Operations at Vevo. "Leveraging PubMatic’s extensive preferred demand relationships will considerably augment our monetisation approach, especially across our TV app and FAST channels on over 35 CTV platforms worldwide."

The partnership will give media buyers access to Vevo's premium inventory, coupled with access to PubMatic's cutting-edge addressability and transparency solutions.

"This collaboration marks a major milestone on multiple fronts. The partnership will enable greater growth and innovation by fulfilling the requirement for an efficient, transparent, and premium-grade supply of inventory," said Global VP for CTV/OTT and Video at PubMatic, Nicole Scaglione. "As well as allowing us to connect programmatic buyers with high-value music video inventory, it reinforces PubMatic’s standing as a leading force in the CTV space — cementing our position as a go-to platform for existing and new CTV players."