NTV Selects PubMatic as Premium Partner for Digital Ad Expansion

On September 11, 2025, Japan's leading broadcasting company, Nippon Television Network Corporation (NTV), announced its selection of PubMatic, an independent technology firm specializing in the digital advertising supply chain, as the premium partner for its new programmatic TV advertising platform, "Suguri."

NTV boasts a substantial reach, with over 100 million monthly active users (MAUs) through its engaging entertainment, news, sports, and drama programming. By integrating its terrestrial inventory into PubMatic’s global programmatic infrastructure, NTV aims to offer advertisers premium Japanese TV content in real-time, coupled with advanced audience targeting, reporting, and optimization functionalities.

This partnership signifies a major shift in how terrestrial television planning and buying will evolve. Through collaboration with "Suguri," advertisers utilizing PubMatic's platform will gain programmatic access to NTV's inventory, enabling them to run campaigns that combine the scale and brand safety of terrestrial TV with the efficiency and flexibility of digital media.

Naohiko Arai, Executive Officer of NTV, stated: "At NTV, we are dedicated to driving innovation in the advertising field through the AdReach Max Project, aiming to revolutionize television advertising and maximize the value of TV as an advertising medium. We are genuinely looking forward to welcoming PubMatic, a company highly regarded for its safety, transparency, and innovation, as our premium partner to connect advertisers globally with NTV's audience, thus maximizing the value of television as a media platform."

Ken Aihara, Country Manager at PubMatic Japan, added: "This partnership marks a significant advancement for programmatic TV in Japan. By merging NTV's scale with PubMatic's global expertise, we will enable unprecedented access for global advertisers to premium terrestrial inventory in Japan."

Ad agencies have already applauded this new initiative. Angus Maclaine, CEO of the award-winning Fundamental Group, a global agency servicing financial institutions and educational organizations, commented: "To create personalized and impactful campaigns, advanced automation and optimization are essential. The partnership between PubMatic and NTV allows advertisers to leverage data-driven delivery and optimize large-scale campaigns, bringing new opportunities to terrestrial television."

Japan stands as one of the world's largest and most influential advertising markets. This partnership presents advertisers worldwide with new opportunities to reach Japanese audiences on a large scale, further underscoring the crucial role of programmatic in redefining television advertising globally.

About PubMatic

PubMatic (Nasdaq: PUBM) is an independent technology company dedicated to maximizing customer value by providing the future of digital advertising supply chains. Our sell-side platform empowers leading digital content creators on the open internet to control access to their inventory while helping marketers enhance ROI and reach addressable audiences across formats and devices, thereby improving profitability. Since our founding in 2006, our infrastructure-driven approach has enabled efficient real-time data processing and utilization. By delivering scalable and flexible programmatic innovation, we aim to enhance customer outcomes while supporting a vibrant and transparent digital advertising supply chain.

About Nippon Television

Nippon Television Network Corporation (NTV) has been a comprehensive media company since it opened as Japan's first private television station in 1953, engaging in a diverse array of media businesses. Centered around television broadcasting, NTV develops and sells broadcast programs and video content while also producing movies, hosting events, and engaging in international business and rights management. Leveraging its creative power and reliable broadcasting quality, NTV continuously integrates content production expertise, technological capability, and innovative responses to the needs of the times to create new value beyond terrestrial broadcasting. Moving forward, NTV will collaborate with domestic and international partners to pave the future of media and contribute to a sustainable and enriched information society.