Pubmatic to acquire media measurement business Martin

In brief

Independent digital adtech company Pubmatic is set to acquire Martin, a media measurement and reporting platform, in a big to deepen its investment in supply path optimisation.

The transaction will be fully funded from existing cash on PubMatic’s balance sheet, and is expected to close in mid-September 2022, subject to customary closing conditions.

Rajeev Goel, co-founder and CEO at PubMatic, said: “By integrating Martin’s robust workflow, analytics and optimization capabilities for advertisers and agencies into our platform, we believe we will further accelerate and solidify our position as the platform of choice for buyers, and in turn bring greater advertising revenue to our global publisher base.”