This announcement also follows Smart's acquisition of DynAdmic in July 2021. DynAdmic is a CTV demand-side platform (DSP).
The integration between Smart and Publica offers digital advertising buyers and the CTV publishing community a scaled, independent solution where transparency and privacy are paramount. Publica’s CTV premium publisher clients now have direct access to Smart’s global demand pipeline, while Smart’s demand-side partners will have greater access to a broader array of premium CTV inventory through a direct, unified auction.
Publishers can activate Smart as a partner with Publica’s unified auction wrapper, allowing them to capture unique and qualified global demand across surging CTV markets in Europe, Latin America, and the USA.
"We are excited by this new alliance with Publica. This is a textbook example of aligning complementary capabilities to create a comprehensive offering," said Romain Job, chief strategy officer, Smart. "Publica's leadership in CTV and demand agnostic position makes them an ideal partner to deliver our shared interest advertising business approach as we move towards achieving our accelerated growth trajectory in the coming years."
"We are thrilled to work with Smart to surface their differentiated demand within the Publica unified auction. Streaming publishers are increasingly turning to Publica to facilitate their ad break construction due to our demand agnostic approach. Integrating a global leader from the sell-side into the Publica platform will help grow publishers' CTV advertising revenues," said Ben Antier, co-founder & CEO, Publica.