Sell-side platform PubMatic and buy-side advertising platform Sizmek have announced a global supply path optimisation partnership which will see Sizmek included in PubMatic’s network of preferred publisher platforms. The two firms hope that the deal to consolidate programmatic ad spending will provide agencies and advertisers with more transparent access to premium inventory, while also eliminating fraudulent traffic.

“PubMatic is a strong partner based on their shared commitment to transparency and quality, superior match rates, and advanced supply shaping technology,” said Mike Caprio, chief growth officer at Sizmek. “With this partnership, our advertisers experience access to in-demand audiences in brand-safe environments that ultimately improves their return on ad spend.”

By leveraging PubMatic’s proprietary machine learning-enabled throttling technology, Sizmek is hoping to enhance its offerings by receiving additional impression opportunities likely to be monetised by clients. In addition, PubMatic’s Fraud-Free Program, launched at the tail end of last year, ensures advertisers will not have to pay for any fraudulent traffic.

“Consolidation is inevitable as the ad tech industry evolves and more scrutiny is placed on the digital supply chain,” said Rajeev Goel, co-founder and CEO of PubMatic. “At PubMatic, we have invested heavily in delivery quality, brand-safe inventory and efficient infrastructure to our buyers. We are excited that Sizmek is finding value in our platform, and that this partnership helps us extend those benefits to our shared customers.”

Sizmek is also working with PubMatic to provide advertisers with secure prioritised access to premium inventory across the SSP’s portfolio of publishers via programmatic direct channels, leveraging PubMatic’s PMP-Guaranteed and Targeted PMP products.