Driven By Global Momentum, PubMatic Brings Activate to APAC

Dentsu APAC, iQIYI, KINESSO India, Madison Digital, and Wishmedia are Among the Asia-Pacific Launch Partners for End-to-End Supply Path Optimization Solution

NO-HEADQUARTERS/REDWOOD CITY, Calif., Oct. 03, 2023 (GLOBE NEWSWIRE) -- PubMatic (Nasdaq: PUBM), an independent technology company delivering digital advertising’s supply chain of the future, today announced the availability of its newest offering, Activate, in the Asia-Pacific region. PubMatic’s 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.

Since launching in the US and EMEA in May, Activate has gained traction across every region, with an active pipeline of more than 50 advertisers, agencies, and campaigns live through multiple global agency holding companies. Following this success, the solution is being launched in the Asia-Pacific region with partners including dentsu APAC, iQIYI, KINESSO India, Madison Digital, and Wishmedia.

Activate represents a new industry paradigm by creating a single layer of technology that directly connects buyers and sellers of digital media. Activate allows a smooth shift from conventional direct transactions to programmatic private marketplace (PMP) or programmatic guaranteed (PG) deals. The platform gives media buyers more control over their omnichannel video investments by facilitating transactions across PubMatic’s premium CTV and online video inventory within a unified platform.

“PubMatic’s launch of Activate in the Asia-Pacific region marks a significant milestone in our efforts to revolutionize the industry’s programmatic marketplace,” said Rajeev Goel, Co-Founder and CEO of PubMatic. “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.”

“At dentsu, we prioritize adtech 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,” said Sunil Naryani, Chief Product Officer, Media at dentsu APAC, who supports the Carat, iProspect, and dentsu X agencies in the region. “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.”