PubMatic, an independent technology firm that develops the future supply chain for digital advertising, recently unveiled a new integration relationship with FreeWheel. The latter is a worldwide technology platform for the television advertising sector. Activate is an end-to-end direct buying solution from PubMatic SSP. Its users will now have direct access to exclusive publisher-connected TV (CTV) ad inventory via Comcast-owned FreeWheel thanks to the new connection.
Advantages and fresh potential for the CTV ad environment
A wider, more diverse pool of premium CTV ad inventory will be made accessible to ad buyers working with PubMatic. This is thanks to the agreement, which will also provide FreeWheel publishers access to campaign budgets that are only available through Activate. Two major advantages and new capabilities for the TV ad ecosystem will result from the new alliance.
- With PubMatic, ad buyers will now have improved and easier access to a broader and more varied pool of premium CTV ad inventory.
- Only through Activate will specific marketing budgets that are only available to FreeWheel publishers be made available.
By doing this, the two businesses hope to promote transparency, efficiency, and interoperability for buyers and sellers of premium CTV ad inventory.
Here’s what they said
Nicole Scaglione, VP, CTV/OTT and Video, PubMatic said,
Since launching this year, Activate has gained traction worldwide as the end-to-end supply path optimization solution of choice for agencies and advertisers. FreeWheel has been an important PubMatic partner for many years, and we look forward to deepening our relationship through this integration, giving buyers more control over their CTV investments.
Jon Mansell, VP, U.S. Head of Demand, FreeWheel added,
In integrating with PubMatic’s Activate, our goal is to drive incremental demand for publishers while giving advertisers more control and choice into how publisher inventory can be purchased. We hope that by doing so, we can drive more growth, momentum and innovation in today’s TV ad ecosystem.
Anthony McDonagh, Chief Trading Officer, dentsu stated,
At dentsu, we’re constantly innovating to provide new, technology-enabled media solutions to fuel growth and drive the best possible outcomes for our clients. This partnership between FreeWheel and PubMatic allows our teams to have more insights into where our clients’ advertisements are appearing, giving us the opportunity to improve performance and is meaningful progress in simplifying the supply-chain.
PubMatic, a standalone technology business that provides the future supply chain for digital advertising, announced that its freshest product, Activate, is now accessible in the Asia-Pacific area. To acquire premium video and CTV inventory at scale, buyers can conduct non-bidded direct purchases on PubMatic’s programmatic platform using the company’s novel end-to-end supply path optimization (SPO) solution.
PubMatic’s programmatic platform across APAC
Since its May debut in the US and EMEA, Activate has grown in popularity in every region. It has a pipeline of more than 50 active marketers, agencies, and campaigns running across numerous international agency-holding firms. The solution is now being introduced throughout the Asia-Pacific area as a result of this success with partners such as Dentsu APAC, iQIYI, KINESSO India, Madison Digital, and Wishmedia.
Activate – A Novel Offering
Activate symbolizes a novel industrial paradigm. It developed a single technology layer that directly links buyers and suppliers of digital materials. Activate enables a seamless transition from traditional direct transactions to programmatic guaranteed (PG) or programmatic private marketplace (PMP) arrangements. The technology allows for transactions across PubMatic’s premium CTV and online video inventory inside a single platform, giving media buyers greater oversight across their omnichannel video investments.
Industry forecasts predict that by the end of 2023, non-programmatic insertion orders will make up roughly 60% of CTV and 18% of online video transactions. Activate increases PubMatic’s total addressable market to over $65 billion. To be completely integrated into PubMatic’s expanding software package, including the PubMatic Sell-Side Platform and Connect, Activate was built using the technology acquired when PubMatic acquired Martin in 2022.
Here’s what they said
Rajeev Goel, Co-Founder and CEO of PubMatic said,
PubMatic’s launch of Activate in the Asia-Pacific region marks a significant milestone in our efforts to revolutionize 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.
Sunil Naryani, Chief Product Officer of media at dentsu APAC, who supports the Carat, iProspect, and dentsu X agencies in the region added,
At dentsu, we prioritize ad tech maturity, focusing on transparency and control in the programmatic supply chain for efficient, high-quality media delivery. Our partnership with PubMatic plays a pivotal role in our supply curation and SPO practices. With PubMatic’s Activate, we anticipate delivering enhanced value to our clients by bridging the gap between buyers and sellers and further streamlining the supply chain, unlocking opportunities to maximize working media for their video and CTV investments.
Andy Sun, General Manager of Sales Operations, International Business Department at iQIYI commented,
iQIYI is a long-time partner of PubMatic. Together we are committed to delivering innovation in the CTV ecosystem. We’re excited to be a launch partner for PubMatic’s Activate solution and look forward to continuing to work closely together to drive effective programmatic CTV advertising.
Paras Mehta, Business Head at KINESSO India stated,
PubMatic is a key player in the programmatic ecosystem, and we’re excited to explore how Activate can benefit our CTV clients.
Suchi Jain, General Manager and Head of Programmatic at Madison Digital said,
PubMatic is a valuable partner across India, helping us deliver transparent and effective solutions for advertisers. We’re excited to see their continued innovation in streamlining video and CTV buying for our clients.
Meejoo Na, Chief Operating Officer at Wishmedia said,
Wishmedia is dedicated to providing advertisers in Korea with best-in-class digital advertising solutions. We’re thrilled to be a launch partner for PubMatic’s Activate and look forward to our clients benefiting from a more efficient digital supply chain, and greater ROI on their video and CTV spend.