MarkApp Media is proud to announce a new partnership with NEW ID, a strategic collaboration that strengthens MarkApp’s global Connected TV (CTV) footprint and expands access to premium programmatic opportunities across Asia-Pacific and the United States.
This partnership establishes NEW ID as an official buyer within MarkApp’s high-quality CTV inventory, connecting with leading broadcasters such as Rakuten TV, TCL, Scripps E.W., WedoTV & more. Powered by Pantheon, MarkApp’s proprietary contextual bidder, the collaboration combines advanced contextual targeting, transparent data infrastructure, and AI-driven decisioning to deliver unmatched advertising precision across premium streaming environments.
Unlocking Smarter CTV Buying through Pantheon
At the core of this collaboration lies Pantheon, MarkApp’s contextual bidder purpose-built for CTV and mobile app environments. With more than 15 billion monthly bid requests, Pantheon enriches every impression in real time, analyzing metadata such as content genre, screen type, and app behavior to ensure contextually relevant and privacy-compliant ad experiences.
For NEW ID, this integration unlocks access to advanced contextual insights that improve ad performance, brand safety, and engagement while remaining fully aligned with privacy-first regulations. Pantheon operates under IAB Europe’s Transparency and Consent Framework and is seamlessly compatible with OpenRTB 2.6 and Prebid Server, ensuring full transparency for buyers and publishers.
Expanding Across APAC and North America
As the CTV market continues to grow rapidly across APAC, this partnership enhances MarkApp’s regional reach in emerging programmatic ecosystems like South Korea, Japan, and Southeast Asia, while simultaneously strengthening its position in North America, where it already represents over 60% of its business.
The partnership supports MarkApp’s mission to connect advertisers with premium, brand-safe supply through advanced automation and AI infrastructure. With integrations across SSP’s such as Xandr, Adform, Sovrn, Freewheel, Equativ & SDK partnerships with Verve, Digital Turbine, Bidmachine & zMaticoo, MarkApp continues to deliver seamless, cross-platform monetization across web, app, and CTV.
Driving the Next Era of Contextual Advertising
Together, MarkApp and NEW ID will collaborate on AI-driven optimization models, contextual audience segmentation, and dynamic creative delivery, driving measurable ROI and performance for brands and agencies.
As Pantheon continues to evolve, this partnership reinforces MarkApp’s vision of creating a smarter, data-conscious programmatic ecosystem where context becomes the cornerstone of performance.
