PubMatic Launches Activate in Asia-Pacific, Revolutionizing Programmatic Marketplace

PubMatic, the independent technology company specializing in digital advertising’s supply chain, has announced the availability of its latest offering, Activate, in the Asia-Pacific region. This end-to-end supply path optimization (SPO) solution allows buyers to execute non-bidded direct deals on PubMatic’s programmatic platform, providing access to premium video and CTV inventory at scale.

Since its launch in the US and EMEA in May, Activate has gained significant traction worldwide, with over 50 advertisers, agencies, and campaigns already live through multiple global agency holding companies. Building on this success, PubMatic is now launching Activate in the Asia-Pacific region, partnering with industry leaders such as dentsu APAC, iQIYI, KINESSO India, Madison Digital, and Wishmedia.

Activate introduces a new industry paradigm by creating a single layer of technology that directly connects buyers and sellers of digital media. It enables a seamless transition from traditional direct transactions to programmatic private marketplace (PMP) or programmatic guaranteed (PG) deals. By facilitating transactions across PubMatic’s premium CTV and online video inventory within a unified platform, Activate empowers media buyers with greater control over their omnichannel video investments.

Rajeev Goel, Co-Founder and CEO of PubMatic, expressed his excitement about the launch, stating, “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.”

Partners such as dentsu APAC, iQIYI, KINESSO India, Madison Digital, and Wishmedia are equally enthusiastic about the collaboration. Sunil Naryani, Chief Product Officer, Media at dentsu APAC, emphasized the importance of transparency and control in the programmatic supply chain, stating that PubMatic’s Activate plays a pivotal role in their supply curation and SPO practices. Other partners also expressed their excitement about the potential of Activate to enhance value for their clients and streamline the digital supply chain.

With non-programmatic insertion orders projected to account for a significant portion of CTV and online video transactions by the end of 2023, Activate represents a substantial expansion of PubMatic’s total addressable market, estimated to be nearly $65 billion. Built on technology acquired from Martin in 2022, Activate is fully integrated into PubMatic’s software suite, including the PubMatic Sell-Side Platform and Connect.

PubMatic continues to drive scalable and flexible programmatic innovation, improving outcomes for customers while championing a vibrant and transparent digital advertising supply chain. To learn more about Activate and its capabilities, visit pubmatic.com/activate.

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