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Connect + Convert: the new equation for commerce media revenue


Ad Tech Ecommerce
Ad Tech Ecommerce

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PubMatic's Babs Kehinde, Senior Director of Commerce Media, EMEA, gives an introduction to Convert - a unified self-service advertising platform for commerce media, built on PubMatic's global cloud infrastructure

PubMatic has been committed to driving performance for publishers for 17 years. Now, our mission of fuelling the endless potential of internet content creators is extending to commerce companies as well.

We have worked closely with retailers, commerce media companies, and advertisers to develop a unified commerce media offering, including the newly launched Convert and the expansion of Connect. And we’re proud to have leading industry brands, retailers, and advertisers such as IPG MediaBrands, dentsu, Lyft Media, MiQ, and Wallapop join us as partners in the development and announcement of our offering.

Historically, retailers worked with multiple technology partners for different tactics to run their media businesses. Convert makes it easier for commerce companies to build and manage the growth of their media networks by scaling their inventory and data monetisation to drive durable revenue streams. It also means their advertisers no longer need to use different technology solutions. Plus, with private-label permissioning, commerce media networks can build scalable, automated advertiser demand while maintaining fee and pricing transparency.

Convert brings omnichannel onsite and offsite advertising tactics into one unified solution. Commerce media networks to monetise sponsored product listings, a unique and valuable element of retailer advertising, which, according to Magna’s '2023 Programmatic Report on Retail Media', makes up nearly 55% of the revenue opportunity for retailers (excluding Amazon and China).

Like all of PubMatic’s tech solutions, Convert is built on our owned and operated technology that places security at its core. This also extends to the second part of our commerce offering, Connect, our comprehensive and fully integrated audience product we launched in 2022. Connect gives buyers a singular place to access multiple retailer data segments and inventory instead of having to log into every single one individually. This reduces the technology complexity faced by shopper and performance marketers in the current tech ecosystem.

PubMatic is uniquely positioned to serve retailers, marketplaces, and direct-to-consumer brands, thanks in part to its history of working with internet content creators to scale their advertising businesses. We have also pioneered technology to bring supply path optimisation solutions to advertisers and this new initiative amplifies the value we bring to buyers.

Please reach out to [email protected] to learn how Connect and Convert combine to bring you powerful new commerce media advertising opportunities.

By Babs Kehinde, Senior Director, Commerce Media, EMEA


PubMatic (Nasdaq: PUBM) is an independent technology company maximising customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetisation by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilisation of data in real-time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.

Posted on: Friday 4 August 2023