Nippon TV taps PubMatic to expand global programmatic access to Japanese broadcast inventory

Tokyo, Japan – Nippon Television Network (Nippon TV) has entered into a partnership with PubMatic, naming the technology company as a Premier Partner for Sugree, its programmatic TV advertising platform.

The move will make Nippon TV’s broadcast inventory available programmatically to advertisers worldwide. The broadcaster, which reaches more than 100 million monthly active users through its entertainment, news, sports, and drama programming, will integrate PubMatic’s global programmatic infrastructure to offer real-time access with audience targeting, reporting, and optimisation features.

Through the collaboration, PubMatic’s advertiser partners will gain programmatic access to Nippon TV’s inventory, combining the reach and brand safety of linear television with the flexibility of digital advertising.

“We are committed to transforming television advertising in Japan by combining our unrivalled reach with advanced technology. Partnering with PubMatic, a company known for transparency, safety, and innovation, allows us to connect global advertisers with Nippon TV audiences in a way that maximises the value of television as a media platform,” said Naohiko Arai, director and managing executive officer of Nippon TV.

Ken Aihara, country manager of Japan at PubMatic, commented, “This partnership marks a significant step forward for programmatic TV in Japan. By bringing together Nippon TV’s scale with PubMatic’s global expertise, we’re making premium Japanese broadcast inventory more accessible than ever to international advertisers.”

Japan, one of the world’s largest advertising markets, is expected to benefit from new opportunities for global advertisers to engage local audiences, as programmatic technology continues to reshape television advertising.