TPB wins WeThinkMedia to streamline trans-Tasman programmatic buying

The Programmatic Bureau New Zealand (TPB) has appointed WeThinkMedia as its exclusive Australian sales representative as demand for trans-Tasman programmatic buying grows.

The partnership provides Australian advertisers with a single point of access to TPB’s New Zealand inventory across digital out-of-home (DOOH), connected TV (CTV), audio and display.

Simplifying cross-border buying

The move aims to reduce the fragmentation that has traditionally complicated programmatic campaigns across Australia and New Zealand.

Under the agreement, WeThinkMedia will represent TPB’s New Zealand offering locally, allowing Australian agencies and brands to plan and activate campaigns in the NZ market without navigating multiple supply partners or local vendor relationships.

The partnership comes as advertisers increasingly look beyond domestic reach, with New Zealand emerging as a complementary market for Australian campaigns.

Channels such as CTV and programmatic DOOH are driving this shift, offering scalable opportunities for brands seeking incremental reach across the region.

Closing a market gap

WeThinkMedia executive director Peter Wiltshire said the partnership addresses a long-standing challenge for Australian advertisers.

“Australian advertisers are increasingly looking to extend campaigns into New Zealand, but accessing premium inventory programmatically hasn’t always been straightforward,” he said.

“This partnership simplifies that process, giving agencies a clearer, more accountable way to activate across the NZ market with the backing of local expertise.”

Unlocking new opportunities

TPB spokesperson Mike Watkins said WeThinkMedia’s footprint across both markets made it a natural partner.

“They have strong relationships with agencies and a deep understanding of how campaigns are planned across both markets,” he said.

“That puts us in a strong position to unlock new opportunities for advertisers looking for efficient, scaled programmatic solutions in New Zealand.”

Main image: Peter Wiltshire

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.