PubMatic partners with Intuit SMB MediaLabs

PubMatic has announced a strategic partnership with Intuit’s SMB MediaLabs. This collaboration combines PubMatic’s programmatic advertising technology with Intuit’s rich reservoir of first-party data, creating a privacy-conscious bridge between advertisers and the small-to-medium business (SMB) sector. By integrating SMB MediaLabs’ audience reach into PubMatic’s Convert platform, this partnership aims to deliver precision-targeted, high-performing marketing campaigns that cater specifically to the needs of SMBs.

Launched in 2023, Intuit SMB MediaLabs has quickly become a pivotal player in B2B media, leveraging data from Intuit QuickBooks to create a robust media network. With access to 36 million unique identifiers, SMB MediaLabs offers an ability to reach millions of small and medium-sized businesses while maintaining stringent data privacy standards.

Previously operating as a managed service through insertion orders, the partnership with PubMatic now enables enterprise-level advertisers and publishers to access these audiences programmatically via the Convert platform. This platform provides a self-service solution for targeting SMBs across various channels, including CTV, video, and mobile, while ensuring premium, brand-safe inventory.

According to eMarketer’s August 2024 forecast, digital B2B ad spending is set to exceed $18.3 billion in the U.S. this year, with small businesses—making up nearly 90% of all businesses—forming a critical component of this market. Historically, SMBs have been challenging to target due to fragmented data and privacy concerns. However, the partnership between PubMatic and SMB MediaLabs aims to change this by offering advertisers unparalleled targeting capabilities within a privacy-first framework.

Tim Rogers, VP of Commerce Media at PubMatic, highlighted the significance of this venture: “This partnership enables us to support the B2B market by connecting marketers to small and medium businesses across the open internet, leveraging PubMatic’s omnichannel inventory. Intuit SMB MediaLabs’ dedication to SMBs makes them an ideal partner in bringing programmatic advertising benefits to B2B marketers.”

Dave Raggio, Vice President of Intuit SMB MediaLabs, echoed these sentiments, emphasizing the partnership’s focus on relevance and privacy. “Without compromising privacy, this collaboration allows us to unlock self-service capabilities on PubMatic’s Convert platform, enabling advertisers to deliver tailored products and services that truly meet SMBs’ needs.”