03/10/2023 01:49 PM

KUALA LUMPUR, Oct 3 (Bernama) -- PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, announced the availability of its newest offering, Activate, in the Asia Pacific (APAC) region.

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

“PubMatic’s launch of Activate in the Asia Pacific region marks a significant milestone in our efforts to revolutionise the industry’s programmatic marketplace.

“Activate is an extension of our successful SPO strategy that addresses advertiser demand for solutions that deliver a better return on video and CTV investments,” said PubMatic Co-Founder and Chief Executive Officer, Rajeev Goel in a statement.

Since launching in the United State and Europe, the Middle East and Africa (EMEA) in May, Activate has gained traction across every region, with an active pipeline of over 50 advertisers, agencies, and campaigns live through multiple global agency holding companies.

Following this success, the solution is being launched in the APAC region with partners including dentsu APAC, iQIYI, KINESSO India, Madison Digital, and Wishmedia.

Activate represents a new industry paradigm by creating a single layer of technology that directly connects buyers and sellers of digital media, allowing a smooth shift from conventional direct transactions to programmatic private marketplace or programmatic guaranteed deals.

The platform gives media buyers more control over their omnichannel video investments by facilitating transactions across PubMatic’s premium CTV and online video inventory within a unified platform. Activate represents a nearly US$65 billion expansion of its total addressable market. (US$1=RM4.72)

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


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