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PubMatic's New Media Buying Platform: A Game Changer in Digital Advertising

On May 28, 2025, in Tokyo, PubMatic, an independent technology company trading on Nasdaq as PUBM, announced their upgraded media buying solution powered by generative AI. This innovative platform aims to streamline every aspect of the media buying process, from audience discovery to performance optimization. With nearly full access to the open internet, leveraging audience data from 1,900 premium publishers and 190 data partners, PubMatic facilitates over 821 billion ad impressions daily, marking a significant upgrade in how media buys are conducted.

The new buyer platform cleverly combines proprietary supply-side intelligence with AI-driven buying tools, creating a unique transparency that is often lacking in typical Demand-Side Platforms (DSPs). This transparency allows buyers to have enhanced control and visibility over their media budget expenditures, addressing the growing needs of buyers for more detailed insights.

Coinciding with the two-year anniversary of PubMatic's Activate launch, this release signifies a pivotal moment in the company's evolution from a traditional Supply-Side Platform (SSP) to a groundbreaking, end-to-end technology enterprise supporting the future of programmatic advertising on the open internet. The core of this upgraded platform is generative AI, which addresses various inefficiencies in supply paths, workflow, inventory discovery, audience strategy, and optimization.

Key Features of the Upgraded Platform:

• - AI-Driven Efficiency: With PubMatic’s generative AI-enabled marketplace, buyers can articulate their campaign goals, audience strategies, and inventory needs in natural language. The platform responds instantly, displaying or creating curated deals tailored to these needs. Additionally, built-in predictive tools recommend optimal budgets and CPM bids to maximize performance, accelerating deal creation and achieving predictable, high-performance outcomes.

• - Integrated Activation and Insights: Buyers can seamlessly activate curated deals through the PubMatic Activate platform or their chosen DSP, gaining access to real-time supply insights at the same time.

• - Omni-Channel Scale: Buyers can leverage premium streaming and omni-channel inventories across connected TV, mobile apps, and browsers, enhanced by audience data from PubMatic’s Connect, to improve targeting precision and efficiency.

• - Always-On Real-Time Optimization: The platform’s generative AI monitoring agents proactively track campaign and deal performance 24/7, offering actionable insights and optimization recommendations, ensuring that advertising goals are consistently met. This constant intelligence reduces manual efforts and helps traders focus on more strategic, high-value tasks by identifying issues before they impact outcomes.

• - Privacy-First Approach: The platform ensures compliance with privacy regulations while utilizing first-party data for high-accuracy targeting, responding to the increasing demand for privacy-conscious advertising solutions.

Kyle Dozeman, PubMatic's Chief Revenue Officer for the Americas, emphasized the company's commitment: "Our goal is to provide media buyers with a smarter, faster path to improve campaign performance. By seamlessly integrating generative AI into the entire PubMatic experience, we maximize data-driven decision-making and connect buyers with extensive, high-quality supplies across the open internet. Early adopters of our buy-side tools are already achieving remarkable improvements in campaign efficiency and ROI. We look forward to driving innovation alongside leading agencies and advertisers."

The integrated suite is currently in beta testing with several long-time partners, receiving strong endorsements from industry leaders. For instance, global partner GroupM quickly adopted PubMatic's Activate platform, leading to a 126% increase in client revenue by implementing the buy-side solution worldwide. Andrew Meaden, Global Head of Investment at GroupM, shared his excitement about the new platform: "PubMatic’s long-standing partnership is built on a shared commitment to prioritize privacy and harness AI-driven innovation, ensuring we stay ahead in this rapidly evolving industry. Their new integrated platform streamlines discovery, curation, and activation into a single user-friendly solution, enhancing smarter, more efficient campaigns for our clients."

Publishers stand to benefit significantly from this platform as well. By utilizing machine learning and curated deals, publishers can maximize revenue, improve fill rates, and manage inventory quality and pricing effectively. Integration with first-party data and commerce media networks allows publishers to target more precisely, deliver privacy-compliant advertising experiences, and drive revenue growth and long-term sustainability. The integrated supply chain from PubMatic bridges the gap between buyers and sellers, reducing complexity and channeling greater value directly to publishers.

As the industry transitions to a fully integrated supply chain, PubMatic's buyer platform is set to expand partnerships and AI-driven innovations across curation, activation, and measurement, fostering collaboration throughout the ecosystem. Attain, a curation partner for PubMatic, is already showcasing high-accuracy targeting through its transaction insights, emphasizing the platform's capabilities as buyers gain immediate access to their offerings. Dave Constantino, SVP at Attain, noted, "PubMatic's AI-first platform showcases an exciting vision of aligning advertising spend with curated purchasing behavior. By directly integrating real-time transaction data into the curation and activation workflow, buyers gain unprecedented abilities to measure and optimize true business outcomes while targeting high-intent audiences. This represents the future of technology-driven and performance-focused programmatic advertising, and we are thrilled to be part of it."

For a preview of the enhanced user experience with the new platform, please check out the video linked in the article.

For more information about PubMatic’s enhanced buyer suite and partnership opportunities, visit PubMatic.