PubMatic partners with FirstCry Parenting to expand audience offering

PubMatic has announced a partnership with FirstCry Parenting, one of the world’s premier online parenting communities, to make its unique audience data segments available across PubMatic’s premium inventory via Audience Encore.

The partnership further expands PubMatic’s Audience Encore, an audience data platform designed to improve how marketers and data owners transact by aiming to give more control to the data owner and better ROI for the advertiser. Data providers and publishers with first-party data can simply upload their segments to Audience Encore, generate a Deal ID for single, recurring, or customized use, and then transact programmatically alongside premium PubMatic inventory in private or open marketplaces.

The partnership will enable media buyers to leverage FirstCry Parenting’s rich audience segments across all digital screens and channels -- including mobile, connected TV, and the open web -- on PubMatic’s premium inventory. The direct integration allows buyers to activate data at the supply level which can lead to increases of more than 200% in campaign performance via improved scale, viewability and click-through rate.  

According to FirstCry Parenting, it boasts a user base of 20 million and engages parents via a wide range of parenting content, from curated video and editorial articles on parenting -- validated by medical experts -- to tracker tools, meal plans and parent forums.

FirstCry Parenting’s audience is segmented into Expecting Parents, Parents of Infants (0-2 years), Toddlers (2-4 years) and School-aged Children (4+ years), enabling advertisers across industries and sectors to connect with the relevant target demographic of their choosing.

“We're thrilled to partner with PubMatic to make our FirstCry Parenting segments available via PubMatic’s platform. The combination of PubMatic's premium inventory and our valuable audience data is a real win for advertisers,” said Supam Maheshwari, Founder and CEO at FirstCry. “FirstCry Parenting harnesses the accumulated knowledge and experience of parents on FirstCry for several years, making this a complete resource for new families embarking on their parenting journey. Engaging with young families is an opportunity for brands to introduce themselves to a generation of prospective new customers.”

“We are excited to offer FirstCry Parenting’s valuable audience data to advertisers through our Audience Encore solution,”  said Amit Yadav, Country Manager, South Asia at PubMatic. “With the prevalence of third-party cookies continuing to decline and consumer privacy paramount, it is important for agencies to re-define audience addressability strategies to optimise reach. Poor cookie match rates can be addressed when data targeting is applied at the SSP level and passed via a deal ID, which typically represents a multitude of domains. Media buyers who use Audience Encore to target high-value segments like FirstCry Parenting’s segments typically report increased efficiency, more control, better transparency, increased scale, higher quality buys and greater efficacy.”