Vudoo partners with PubMatic to enable shoppable ads across premium programmatic inventory, linking engagement directly to purchases across screens.
Vudoo, a commerce media technology company, has announced a partnership with PubMatic to expand the reach of shoppable advertising across premium programmatic inventory.
The collaboration integrates Vudoo’s commerce media technology with PubMatic’s global supply-side platform, enabling advertisers and publishers to activate interactive ad experiences within verified programmatic environments.
The partnership reflects a broader shift in digital advertising as content, commerce and media converge. For marketers, the goal is increasingly to connect consumer engagement directly with transactions.
Simplifying Commerce Activation
Through the integration, brands and agencies can access commerce-enabled advertising through a single deal ID, allowing shoppable ad formats to be activated within existing programmatic buying workflows.
The approach is designed to make commerce-driven campaigns easier to deploy while improving measurement and scalability across digital channels.
Advertisers will be able to run interactive ads across display, video and connected television inventory on PubMatic’s platform, allowing consumers to browse and purchase products directly within an advertisement without navigating to a retailer’s website.
The integration also enables brands and publishers to track commerce signals such as product views, add-to-cart actions and purchases, providing clearer visibility into campaign performance.
Also Read: AI Isn’t Killing PR. Bad Measurement Is.
Connecting Media Engagement to Sales
The partnership expands Vudoo’s effort to scale its commerce media technology across the broader advertising ecosystem, as shopping increasingly occurs within media environments rather than traditional retail sites.
By embedding purchasing capabilities directly into advertising placements, the companies say brands can link inspiration and discovery with immediate transactions while maintaining privacy standards and transparency across the open web.
“Commerce media continues to gain momentum as marketers demand measurable performance from every impression,” said Peter Barry, vice president of commerce and audience solutions for APAC at PubMatic.
Barry said the integration allows agencies and brands to activate instant-cart experiences within ads without disrupting existing workflows or requiring new creative builds, while also enabling publishers to demonstrate the commercial value of their audiences.
Nick Morgan, founder and chief executive of Vudoo, said the collaboration represents a significant step toward expanding commerce-enabled media across the open internet.
“It’s an important milestone as we continue making commerce media accessible across the open internet,” Morgan said. “Our vision is to turn every impression into an opportunity for engagement, discovery and conversion.”
