California, USA – Global adtech company PubMatic has announced the launch of ‘Activate’, an end-to-end supply path optimisation (SPO) solution, which allows buyers to execute non-bidded direct deals on PubMatic’s programmatic platform, accessing premium video and CTV inventory at scale.
Initial launch partners include dentsu, FuboTV, GroupM, Havas, LG, Mars, and Omnicom Media Group Germany, amongst others.
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.
‘Activate’ represents a new industry paradigm as it is a single layer of technology that directly connects buyers and sellers of digital media. 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).
It is also expected to facilitate the transition of insertion order budgets into the programmatic ecosystem due to the reduction in complexity, time, and cost achieved by the single technology layer approach. As a result, buyers may expect increased ROI and publishers may see increased revenue.
For PubMatic co-founder and CEO, Rajeev Goel, as buyers and sellers of digital seek a more efficient, transparent, and sustainable supply chain, ‘Activate’ extends this successful supply path optimisation strategy, which they pioneered 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,” Goel said.
