PubMatic Unveils AI-Powered Media Buying Platform

PubMatic, a provider of digital advertising technology, has launched its upgraded solution suite for buyers, powered by generative AI. PubMatic’s buyer platform “streamlines every stage of the media buying process — from audience and inventory discovery and forecasting to curation, activation, and performance optimization. It is the only solution with direct access to nearly the entire open internet – 1,900 premium publishers, privacy-safe audience data from 190 data partners, and over 821 billion daily ad impressions,” the company says.

The buyer-facing platform “combines proprietary supply-side intelligence with AI-powered buying tools, and by uniquely combining direct SSP access with seamless campaign activation capabilities, it offers supply-path transparency unavailable to DSPs. This is critical at a time when buyers demand greater control over and visibility into where and how their media dollars are spent,” PubMatic adds.

With Gen AI at its core, PubMatic says its buyer suite addresses an array of inefficiencies around supply paths, workflows, inventory discovery, audience strategy, and optimization.

New Capabilities of the Upgraded Platform Include:

• AI-Driven Efficiency: In PubMatic’s Gen AI-powered marketplace, buyers will describe their campaign goals, audience strategy, or inventory needs using natural language. The platform will instantly surface or create curated deals while built-in forecasting tools will recommend optimal budgets and bid CPMs to maximize performance, resulting in faster deal creation and more predictable, high-performing outcomes.
• Unified Activation & Insights: Buyers will seamlessly activate curated deals through PubMatic’s Activate platform or their DSP of choice while benefiting from real-time supply insights.
• Omnichannel Scale: Buyers will tap into premium streaming and omnichannel inventory across connected TVs, mobile apps and browsers, enriched with audience data from PubMatic’s Connect platform to drive better targeting and efficiency.
• Real-Time, Always-On Optimization: PubMatic’s Gen AI monitoring agent will proactively track campaign and deal performance 24/7, surfacing actionable insights and optimization recommendations to ensure delivery goals are met. This always-on intelligence will reduce manual efforts, flag issues before they impact outcomes, and free up traders to focus on higher-value strategic tasks.
• Privacy-First Approach: The platform will ensure compliance with privacy regulations while leveraging first-party data for precision targeting, addressing the growing demand for privacy-conscious advertising solutions.

“Our goal is to give media buyers a smarter, faster path to campaign performance,” said Kyle Dozeman, PubMatic chief revenue officer, Americas. “We’ve embedded Generative AI into the entire PubMatic experience, integrating the technology seamlessly into our proven tools — Activate, Connect, and our SSP — unlocking the full potential of data-driven decision-making, while bringing buyers closer to high-quality, performant supply that reaches across the breadth of the open internet. Early adopters of our buy-side tools have already seen remarkable improvements in campaign efficiency and ROI, and we’re excited to continue driving innovation in partnership with leading agencies and advertisers.”

Currently in beta testing with long-standing partners, the combined suite has strong support from industry leaders. GroupM, a global partner and early adopter of PubMatic’s Activate platform, which delivered a 126% incremental sales lift for a client, implements PubMatic’s buy-side solutions worldwide. Andrew Meaden, Global Head of Investment at GroupM says: “Our long-standing partnership with PubMatic is based on a shared commitment to privacy-first, AI-powered innovation and helps us stay ahead in a rapidly evolving industry. PubMatic’s new unified platform will help us deliver smarter, more efficient campaigns for our clients, bringing together discovery, curation and activation in a single easy-to-use solution.”

Publishers also stand to gain from the platform’s success. PubMatic says that by leveraging machine learning and curated deals, “the platform helps publishers maximize yield, increase fill rates, and maintain control over inventory quality and pricing. Integration with first-party data and commerce media networks empowers publishers to deliver targeted, privacy-compliant advertising experiences that drive incremental revenue and long-term growth. PubMatic’s integrated supply chain brings buyers and sellers closer together, reduces complexity, and ensures more value flows directly to publishers.”

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