California, USA – Adtech company PubMatic has announced a suite of enhancements to its CTV platform, providing publishers with market-leading technology innovation and unique brand demand whilst enabling buyers to achieve campaign performance across premium streaming inventory.
The company processes well over 1 trillion CTV impressions per month from a rapidly growing roster of CTV and OTT publishers and has announced new and expanded partnerships with premium streaming brands including AMC Networks, FOX, iQIYI, ABS-CBN, and TrueID.
PubMatic works with six of the top seven global smart TV providers that have ad-supported streaming services, four of the top eight major addressable broadcast video on demand (BVOD) streaming platforms in the U.S., and five of the top eight free ad-supported TV streamers in the U.S. The company monetizes inventory for the top five addressable BVOD platforms in both Australia and Japan, two of the Asia-Pacific region’s largest CTV markets.
The accelerated pace of PubMatic’s new business growth in CTV coincides with the launch of a range of product and feature enhancements that provide innovation-driven advantages to buyers and publishers:
- Viewer Experience Tools: Advanced ad-podding capabilities offer sophisticated competitive separation, frequency, and ad deduplication management to deliver a seamless experience for viewers and greater value for advertisers.
- Publisher Controls: PubMatic’s new creative approval tool enables publishers to pre-approve ads prior to programmatic auctions.
- Content Signals: A slate of enhancements related to oRTB 2.6 standards support richer content signals to bring CTV sales more in line with linear TV.
- Audience Addressability: PubMatic’s integration with LiveRamp’s RampID maximizes audience reach, enabling privacy-centric addressability in CTV. PubMatic’s support of exposure logs means every single RampID impression is also 100% measurable.
- Measurability: Through an expanded partnership, PubMatic customers can leverage Comscore Campaign Ratings (CCR) to evaluate the efficacy of media investments with high confidence across TV, CTV, desktop, and mobile.
The enhancements to PubMatic’s CTV platform for publishers come on the heels of the company’s recent launch of Activate. The new end-to-end supply path optimization solution brings the power of programmatic to automate the Direct IO process.
“Our relentless innovation and exclusive demand partnerships make PubMatic the preferred monetization partner for premium CTV publishers,” said Nicole Scaglione, VP of CTV and OTT at PubMatic. “We have had tremendous interest in our publisher and advertiser solutions and new products like our recently launched SPO product Activate. Our customers are key stakeholders in our innovation roadmap and this has put us in prime position to win the programmatic future together.”
