^NO CORPORATE HEADQUARTERS/REDWOOD CITY, CA, May 09, 2023 (GLOBE
NEWSWIRE) — PubMatic (http://www.pubmatic.com) (Nasdaq: PUBM), an independent
Technology company powering the digital advertising supply chain of the future
developed, today announced the launch of Activate
(https://pubmatic.com/activate) announced. This groundbreaking new
holistic Supply Path Optimization (SPO) solution enables buyers to
Direct trades without bids on PubMatic’s programmatic platform
Execute while on premium inventory for CTV and video in bulk
access. The partners who have been there from the start include, among others
dentsu, FuboTV, GroupM, Havas, LG, Mars and the Omnicom Media Group Germany.
Activate represents a new industry paradigm because it is a single
technology level, the buyers and sellers of digital media directly
connects with each other. Activate gives buyers more control over their
Omnichannel video investments by driving deals across the premium television and
PubMatic running online video inventory on a single platform and such
a seamless transition of their direct business to programmatic private
Marketplace (PMP) or Programmatic Guaranteed (PG). It will
expects Activate to transition budgets for insert jobs into the
programmatic ecosystem will be easier, since the approach with only one
technology level reduces complexity, time and cost.
As a result, buyers can get a higher return on investment and publishers can get one
expect higher sales.
?Buyers and sellers of digital media are looking for one
more efficient, more transparent and more sustainable supply chain that fully
potential of the programmatic system,” said Rajeev Goel, co-founder
and CEO of PubMatic.?Activate expands successful strategy to
Optimizing delivery routes, which we started more than four years ago.
By seamlessly connecting buyers and content owners through one
single level of technology we reduce the jumps, discrepancies that
Data proliferation, the opacity and complexity of the programmatic
marketplace significantly. This translates into a higher return on investment for buyers
and lead to higher revenues for the publishers, in the spirit of ours
Mission to unlock the infinite potential of Internet content creators
who rely on advertising as their primary source of income.”
Activate uses the technology of Martin, which was acquired by PubMatic in 2022
and is fully integrated into PubMatic’s growing software suite,
including the PubMatic Sell-Side Platform and Connect.
As consumer behavior shifts towards streaming, the need
Publishers and buyers more efficient ways to handle CTV and
video inventory. By modernizing and adapting the supply chain for
digital advertising based on customer needs brings Activate
Automating into the pool of CTV and video inventory that still
obsolete transaction methods used. According to industry estimates
account for nearly 60% of CTV and 18% of online video transactions by 2023
non-programmatic overlays are omitted. Activate represents an extension
of PubMatic’s total addressable market by nearly $65 billion
represent.
Advertiser Comments on Activate:
dentsu -?Dentsu is committed to partnerships that foster innovation,
Driving effectiveness and efficiency in the digital advertising supply chain.”
Brad Stockton, SVP, Video Innovation at dentsu.?Using PubMatic
Activate allows our advertisers greater control over
Investments in the areas of video and CTV and brings more functioning
media into the ecosystem.”
GroupM -?Our customers the most efficient and effective access to
Enabling the media is our top priority,” says Axel Jonuschies,
Managing Partner for Global Programmatic Investment at GroupM.?We work
have been working with PubMatic for several years to improve our delivery routes
optimize, and recently introduced the GroupM Premium Marketplace, the
a direct and highly transparent connection to premium CTV and video
offers publishers. With Activate we are now able to launch our marketplace
further expand and enable our customers to use their work media
Maximize and increase the tech cost for guaranteed activations
minimize.”
Havas -?PubMatic is a long-standing, valued partner of Havas Media
helps to deliver transparent and sustainable solutions for advertisers”, says
Tom Grant, SVP Group Director, Investment Operations, Havas Media Group North
America.?We appreciate their continued innovation and effectiveness
in streamlining the programmatic supply chain in video and TV
Purchasing.”
Mars -?Mars is committed to efficiency and sustainability in our
ad supply chain,” said Ron Amram, Global Head of Media at Mars.
?Activate by PubMatic aligns with our SPO strategy and gives us a
greater control over how, where and when our budgets for CTV and video
assigned and contribute to the overall growth of our business.”
Omnicom Media Group Germany -?In our endeavor to
Overcoming the challenges of the programmatic market, the complexity for
to reduce our customers sustainably and for more transparency, efficiency and
To ensure brand safety, we are continuously exploring the market
innovative, high-quality technology partners,” says Can Zeybekler,
Managing Partner at Omnicom Media Group Germany and Managing Director MPX.?We
are excited to partner with PubMatic on Activate to grow our business in the
Further expand the CTV area, achieve better campaign results and a
to create a more efficient advertising supply chain.”
Publisher Comments on Activate:
FuboTV -?There is a possibility of the current programmatic supply chain
for CTV by optimizing workflow and revenue models
will,” said Lynette Kaylor, SVP, Advertising Sales at FuboTV.?Activate will
help advertisers make the most of their budgets, and the
Provide media owners with more transparency.”
LG -?LG Ad Solutions is pleased to be a launch partner for the Activate solution
To be PubMatic and thus underlines our central commitment, the
Drive collaboration with the brands and agencies we serve.
By working together, we can ensure customers have access to
have high-quality, brand-safe CTV inventory, and help create a
to create a more sustainable, thriving industry for all,” said Kelly McMahon, SVP
and Head of Global Operations at LG Ad Solutions.?We are already seeing
that advertisers are embracing the Activate platform, which shows the value
provide more transparency, efficiency and performance in the programmatic ecosystem.”
To learn more about Activate, visit pubmatic.com/activate
(https://pubmatic.com/activate).
About PubMatic
PubMatic (Nasdaq: PUBM) is an independent technology company that creates the
Maximizing customer value by transforming the supply chain of the future for digital
provides advertising. PubMatic’s sell-side platform allows the
world’s leading digital content creators across the open internet
Access to control their inventory and the monetization to increase,
by enabling marketers to increase return on investment and
Reach addressable audiences across ad formats and devices.
Since 2006, our infrastructure-based approach has enabled efficient
Processing and use of data in real time. By providing
scalable and flexible programmatic innovations, we improve the
results for our customers and at the same time commit ourselves to a lively and
transparent supply chain for digital advertising.
Press contact:
Broadsheet Communications for PubMatic
(917) 826-1103
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