PubMatic Launches AI-Powered Media Buying Platform

Ad tech company PubMatic has unveiled a new media buying platform powered by generative AI. This platform offers advertisers greater control and transparency over their media spend.

The platform combines PubMatic's proprietary supply-side intelligence with AI-powered buying tools. This streamlines key stages of the media buying process, including:

  • Supply paths
  • Workflows
  • Inventory discovery
  • Audience strategy
  • Optimization

Currently in beta testing with select partners, the platform has received endorsements from GroupM and Attain.

Enhanced Control and Efficiency for Media Buyers

This launch marks PubMatic's evolution from a traditional SSP to a full-service ad tech provider. The platform aims to simplify and improve campaign performance across the open internet.

Our goal is to give media buyers a smarter, faster path to campaign performance. We’ve embedded Generative AI into the entire PubMatic experience, unlocking the full potential of data-driven decision-making, while bringing buyers closer to high-quality, performant supply across the open internet.

— Kyle Dozeman, Chief Revenue Officer of the Americas, PubMatic

Using natural language, buyers can define campaign goals, audience strategy, and inventory needs. The platform then generates an optimized plan, including recommended budgets and bids. Buyers can implement this plan through PubMatic's Activate platform or their preferred DSP. Real-time optimization recommendations are provided throughout the campaign.

The platform prioritizes privacy compliance and offers access to premium streaming and ad inventory across connected TV, mobile apps, and browsers. It leverages insights from 1,900 premium publishers, privacy-safe audience data from 190 data partners, and over 821 billion daily ad impressions.

This focus on privacy-safe data reflects broader industry trends, as seen in recent acquisitions like Publicis' purchase of Lotame (link) and WPP's acquisition of InfoSum (link).

For more information, see the official press release (link) and the PubMatic Activate launch announcement (link).