PubMatic Partners with Intuit SMB MediaLabs to Revolutionize B2B Advertising with Privacy-Focused Solutions

On November 26, 2024, PubMatic, an independent technology company pioneering the future of digital advertising’s supply chain, announced a new strategic collaboration with Intuit’s SMB MediaLabs. This partnership will integrate rich first-party small and medium-sized business (SMB) audience data into PubMatic’s self-service Convert platform for commerce media. The move enables publishers and advertisers to leverage enhanced data-driven targeting capabilities, significantly boosting the performance and precision of B2B marketing campaigns.

Intuit’s SMB MediaLabs, which focuses exclusively on SMBs, reaches millions of small businesses through 36 million identifiers via Intuit QuickBooks. Launched in July 2023, SMB MediaLabs began as a managed service, offering insertion orders. Now, thanks to the partnership with PubMatic, enterprise-level buyers and publishers with premium, brand-safe inventory across channels like CTV, video, and mobile can access this valuable SMB audience. Furthermore, SMB MediaLabs advertisers will have direct access to these data segments via PubMatic’s self-service Convert platform, a flexible, white-label solution tailored for retailers and marketplaces.

Tim Rogers, VP of Commerce Media at PubMatic, commented that this partnership with Intuit SMB MediaLabs offers a tremendous opportunity to enhance their support of the B2B market. They are connecting marketers with SMBs across PubMatic’s premium omnichannel inventory, giving B2B advertisers more access to these essential business segments.

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Dave Raggio, Vice President of Intuit SMB MediaLabs, further mentioned that they are excited to make their SMB audiences available to customers on PubMatic’s Convert platform without compromising privacy. This partnership enables self-service capabilities for their customers, providing advertisers with the tools to deliver relevant products and services to small business owners.

The partnership comes at a pivotal time, as digital B2B ad spending in the U.S. is expected to exceed $18.3 billion in 2024, with nearly 90% of all U.S. businesses classified as SMBs, according to the U.S. Small Business Administration. Historically difficult to track, SMBs will now be more accessible through PubMatic’s platform, where advertising is tailored to their needs, allowing businesses to benefit from more relevant, optimized campaigns.