PubMatic has rolled out Activate, an end-to-end supply path optimisation (SPO) solution allowing buyers to execute non-bidded direct deals, accessing premium video and CTV inventory at scale.
Launch partners include dentsu, FuboTV, GroupM, Havas, LG, Mars and Omnicom Media Group Germany.
PubMatic co-founder and CEO Rajeev Goel said buyers and sellers of digital media are seeking a more efficient, transparent, and sustainable supply chain that delivers on programmatic’s full potential.
“Activate extends the successful supply path optimisation strategy we pioneered more than four years ago," said Goel.
"By seamlessly connecting buyers and content owners via a single layer of technology, we are significantly reducing the hops, discrepancies, data proliferation, opacity, and complexity in the programmatic marketplace.
"This will result in higher ROI for buyers and increased revenue for publishers, consistent with our mission to fuel the endless potential of internet content creators who rely on advertising as a primary source of revenue.”
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