Mumbai: PubMatic (Nasdaq: PUBM), an independent technology company delivering digital advertising’s supply chain of the future, announced its partnership today with PhonePe, India’s leading mobile payments and financial services platform.

This strategic collaboration makes PhonePe’s premium mobile app inventory and audiences available to PubMatic’s programmatic buying partners. As the industry looks for sustainable and differentiated solutions, this partnership provides Indian media buyers with a unique opportunity to tap into PhonePe’s Indic-language-speaking audiences across a diverse range of metropolitan and non-metropolitan locations.

With over 500 million registered users and over 47 per cent market share in India’s unified payments interface (UPI) instant payments ecosystem, PhonePe plays a significant role in India’s shift toward a cashless economy. As part of its commitment to fuelling product innovation and empowering more consumers and businesses to go digital, PhonePe has partnered with PubMatic to unlock the full potential of its digital advertising inventory.

PhonePe will use PubMatic’s state-of-the-art programmatic technology to deliver a privacy-compliant, fraud-free supply chain for advertisers and a better user experience for viewers.

The partnership offers advertisers access to PhonePe platform users at scale programmatically and also ensures viewers using the PhonePe platform receive relevant and engaging advertising.

“We’re excited to support PhonePe in diversifying and enhancing its digital monetisation by making its inventory and audiences available to a wider range of advertisers via programmatic technology,” said Amit Yadav, Country Manager, South Asia, at PubMatic. “This partnership helps PhonePe to maintain a positive experience for the consumers and businesses who use its platform every day, while making these high-value audiences available to PubMatic’s advertiser partners.”

PhonePe ads director of strategy and operations Sravanthi Pasumarthi, said, "We are excited to partner with PubMatic and get a foothold into the programmatic advertising space. At PhonePe, we bring to the table the widest reach in India, deep user cohorts, and a whole suite of brand solutions that enable advertisers to uniquely leverage our strengths for their brand solutions at scale. We believe that this partnership will elevate the overall advertising experience on our platform for both our partners and users.”

“The PubMatic-PhonePe collaboration underscores the growing significance of programmatic advertising within India's evolving digital ecosystem. This strategic partnership empowers advertisers to connect with highly engaged audiences, creating meaningful interactions that drive tangible business outcomes,”  Pasumarthi added.