PUBMATIC'S ACTIVATE DIRECTLY CONNECTS DIGITAL MEDIA BUYERS, SELLERS

KUALA LUMPUR, May 9 (Bernama) -- PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, has launched Activate with initial partners include dentsu, FuboTV, GroupM, Havas, LG, Mars and Omnicom Media Group Germany.

This groundbreaking new end-to-end supply path optimisation (SPO) solution allows buyers to execute non-bidded direct deals on PubMatic’s programmatic platform, accessing premium video and connected TV (CTV) inventory at scale.

According to PubMatic in a statement, Activate represents a new industry paradigm as it is a single layer of technology that directly connects buyers and sellers of digital media.

“Buyers and sellers of digital media are seeking a more efficient, transparent and sustainable supply chain that delivers on programmatic’s full potential. Activate extends the successful supply path optimisation strategy we pioneered more than four years ago.

“By seamlessly connecting buyers and content owners via a single layer of technology, we are significantly reducing the hops, discrepancies, data proliferation, opacity and complexity in the programmatic marketplace.

“This will result in higher ROI for buyers and increased revenue for publishers, consistent with our mission to fuel the endless potential of internet content creators who rely on advertising as a primary source of revenue,” said PubMatic co-founder and chief executive officer, Rajeev Goel.

Activate gives buyers more control over their omnichannel video investments by executing deals across PubMatic’s premium CTV and online video inventory in one platform, enabling a seamless transition of their direct business to programmatic private marketplace (PMP) or programmatic guaranteed (PG).

Built leveraging technology from PubMatic’s 2022 acquisition of Martin, Activate is fully integrated into PubMatic’s growing software suite, including the PubMatic Sell-Side Platform and Connect.

By modernising and customising the digital advertising supply chain based on customer needs, Activate brings automation to the pool of CTV and video inventory that is still using outdated transaction methods.

-- BERNAMA