PubMatic Launches Activate, Bringing Programmatic Automation to Direct Deals for CTV and Video
This groundbreaking new end-to-end supply path optimization (SPO) solution allows buyers to execute non-bidded direct deals on PubMatic’s programmatic platform, accessing premium video and CTV inventory at scale.
- This groundbreaking new end-to-end supply path optimization (SPO) solution allows buyers to execute non-bidded direct deals on PubMatic’s programmatic platform, accessing premium video and CTV inventory at scale.
- 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).
- As consumer behavior shifts towards streaming, publishers and buyers need more efficient ways to transact across CTV and video inventory.
- "We are already seeing advertiser adoption of the Activate platform, proving the value of greater transparency, efficiency and performance in the programmatic ecosystem."