PubMatic’s Activate Achieves Significant Industry Adoption: 100% of “Big Six” Advertising Agencies Now Leverage the Platform for Efficiency and Growth
PubMatic announces significant growth of its Activate platform, reporting nearly 6x growth in customer count and 5x in campaign count year-over-year in 2024. The platform has achieved universal adoption among the 'Big Six' advertising agencies and is now available globally across NTAM, LATAM, EMEA, and APAC regions.
Activate's technology delivers notable efficiency improvements, with buyers experiencing up to 20% improvement in pricing and a 13% decrease in CPMs when using Smart Bidding. The platform provides access to 100% of PubMatic's premium publisher inventory and leverages advanced data partnerships with companies like Instacart, Western Union, and Intuit.
Success metrics include a Mars campaign achieving 126% incremental sales lift and another campaign showing 17% improvement in video completion rate. The platform focuses on inventory curation, with over 70% of usage centered on auction packages for audience segmentation.
PubMatic annuncia una crescita significativa della sua piattaforma Activate, riportando quasi un aumento di 6 volte nel numero di clienti e 5 volte nel numero di campagne rispetto all'anno precedente nel 2024. La piattaforma ha raggiunto un'adozione universale tra le agenzie pubblicitarie delle 'Big Six' ed è ora disponibile a livello globale nelle regioni NTAM, LATAM, EMEA e APAC.
La tecnologia di Activate offre notevoli miglioramenti in termini di efficienza, con gli acquirenti che sperimentano fino al 20% di miglioramento nei prezzi e una diminuzione del 13% nei CPM quando utilizzano il Smart Bidding. La piattaforma fornisce accesso al 100% dell'inventario editoriale premium di PubMatic e sfrutta partnership avanzate con aziende come Instacart, Western Union e Intuit.
I metriche di successo includono una campagna per Mars che ha raggiunto un aumento delle vendite incrementali del 126% e un'altra campagna che mostra un miglioramento del 17% nel tasso di completamento dei video. La piattaforma si concentra sulla curazione dell'inventario, con oltre il 70% dell'utilizzo incentrato su pacchetti d'asta per la segmentazione del pubblico.
PubMatic anuncia un crecimiento significativo de su plataforma Activate, reportando un aumento de casi cerca de 6 veces en el número de clientes y 5 veces en el número de campañas en comparación con el año anterior en 2024. La plataforma ha logrado una adopción universal entre las agencias publicitarias 'Big Six' y ahora está disponible globalmente en las regiones de NTAM, LATAM, EMEA y APAC.
La tecnología de Activate ofrece notables mejoras en la eficiencia, con compradores que experimentan hasta un 20% de mejora en los precios y una disminución del 13% en los CPM al utilizar Smart Bidding. La plataforma proporciona acceso al 100% del inventario editorial premium de PubMatic y aprovecha asociaciones de datos avanzadas con empresas como Instacart, Western Union e Intuit.
Las métricas de éxito incluyen una campaña de Mars que logró un aumento en las ventas del 126% y otra campaña que muestra una mejora del 17% en la tasa de finalización de video. La plataforma se centra en la curación del inventario, con más del 70% del uso centrado en paquetes de subasta para la segmentación de audiencias.
PubMatic는 Activate 플랫폼의 큰 성장을 발표하며, 2024년에는 고객 수가 거의 6배, 캠페인 수가 5배 증가했다고 보고했습니다. 이 플랫폼은 '빅 식스' 광고 에이전시들 사이에서 보편적으로 채택되었으며, NTAM, LATAM, EMEA 및 APAC 지역에서 전 세계적으로 이용 가능합니다.
Activate의 기술은 주목할만한 효율성 향상을 제공하며, 구매자들은 스마트 비딩을 사용할 때 최대 20%의 가격 개선과 13%의 CPM 감소를 경험하게 됩니다. 이 플랫폼은 PubMatic의 프리미엄 퍼블리셔 인벤토리의 100%에 대한 접근을 제공하며, Instacart, Western Union 및 Intuit와 같은 회사와의 고급 데이터 파트너십을 활용합니다.
성공 지표는 126%의 추가 판매 상승을 기록한 Mars 캠페인과 동영상 완료율에서 17% 개선을 보인 다른 캠페인을 포함합니다. 이 플랫폼은 인벤토리 큐레이션에 중점을 두고 있으며, 사용의 70% 이상이 오디언스 세분화를 위한 경매 패키지에 집중되고 있습니다.
PubMatic annonce une croissance significative de sa plateforme Activate, reportant presque 6 fois plus de clients et 5 fois plus de campagnes par rapport à l'année précédente en 2024. La plateforme a atteint une adoption universelle parmi les agences publicitaires des 'Big Six' et est maintenant disponible dans le monde entier dans les régions NTAM, LATAM, EMEA et APAC.
La technologie d'Activate offre des améliorations d'efficacité notables, les acheteurs constatant jusqu'à 20% d'amélioration des prix et une diminution de 13% des CPM en utilisant le Smart Bidding. La plateforme donne accès à 100% de l'inventaire des éditeurs premium de PubMatic et s'appuie sur des partenariats de données avancés avec des entreprises telles qu'Instacart, Western Union et Intuit.
Les indicateurs de succès incluent une campagne pour Mars qui a enregistré une augmentation des ventes incrémentales de 126% et une autre campagne montrant une amélioration de 17% du taux de complétion des vidéos. La plateforme se concentre sur la curation de l'inventaire, avec plus de 70% de l'utilisation centrée sur des paquets d'enchères pour la segmentation du public.
PubMatic kündigt ein signifikantes Wachstum seiner Activate-Plattform an und berichtet 2024 über eine fast 6-fache Steigerung der Kundenzahl sowie eine 5-fache Steigerung der Kampagnenanzahl im Vergleich zum Vorjahr. Die Plattform hat eine universelle Akzeptanz unter den 'Big Six' Werbeagenturen erreicht und ist jetzt weltweit in den Regionen NTAM, LATAM, EMEA und APAC verfügbar.
Die Technologie von Activate bietet bemerkenswerte Effizienzverbesserungen, wobei Käufer beim Einsatz von Smart Bidding bis zu 20% Preisverbesserung und eine Senkung der CPM von 13% erfahren. Die Plattform bietet Zugang zu 100% des Premium-Publisher-Inventars von PubMatic und nutzt fortschrittliche Datenpartnerschaften mit Unternehmen wie Instacart, Western Union und Intuit.
Erfolgsmessungen beinhalten eine Mars-Kampagne, die einen Anstieg der zusätzlichen Verkaufszahlen um 126% erzielte, sowie eine andere Kampagne, die eine Verbesserung der Videobeendungsrate von 17% zeigte. Die Plattform konzentriert sich auf die Kuratierung von Inventar, wobei über 70% der Nutzung auf Auktionspakete zur Zielgruppensegmentierung entfallen.
- Universal adoption by all 'Big Six' advertising agencies
- 6x customer growth and 5x campaign growth YoY in 2024
- 13% decrease in CPMs using Smart Bidding functionality
- 20% improvement in pricing across campaigns
- 126% incremental sales lift demonstrated in Mars case study
- 17% improvement in video completion rate in campaign performance
- None.
Insights
The rapid adoption of PubMatic's Activate platform represents a significant shift in the programmatic advertising landscape. The 6x growth in customer count and 5x increase in campaign count demonstrate exceptional market penetration. The onboarding of all "Big Six" advertising agencies is particularly noteworthy, as these entities control a substantial portion of global ad spend.
The platform's ability to deliver a 13% decrease in CPMs through its unique buy and sell-side technology stack addresses a critical industry pain point. The 126% incremental sales lift in the Mars case study validates the platform's effectiveness in driving measurable business outcomes. The integration with FreeWheel for expanded CTV inventory positions PubMatic strategically in the fastest-growing digital advertising segment.
The integration of commerce media data from major players like Instacart, Western Union and Intuit significantly enhances Activate's value proposition in a cookieless future. The platform's AI-driven approach to inventory discovery and curation, with 70% of usage focused on auction packages, indicates strong market alignment with emerging trends in automated media buying.
The global expansion across NTAM, LATAM, EMEA and APAC markets, coupled with dentsu's reported 20% improvement in pricing, suggests that Activate is successfully addressing the industry's efficiency demands. The platform's focus on supply path optimization and direct publisher relationships positions it favorably against competing solutions in the programmatic space.
NO-HEADQUARTERS/REDWOOD CITY, Calif., Jan. 08, 2025 (GLOBE NEWSWIRE) -- PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, today announces the rapid adoption and market share growth of its innovative media activation platform, Activate.
In today's dynamic digital environment, advertisers face growing challenges: navigating complex supply chains, optimizing campaigns across a fragmented landscape, and dealing with rising intermediary fees. These challenges emphasize the critical need for greater efficiency and transparency, which PubMatic’s Activate uniquely addresses.
Since its launch in 2023, Activate has experienced explosive growth, with nearly 6x growth in customer count and nearly 5x in campaign count year-over-year in 2024. This rapid adoption reflects the platform’s proven ability to deliver superior supply path optimization (SPO), curated premium data and inventory, and unmatched performance.
Key Highlights:
- Industry-Wide Adoption: All “Big Six” advertising agencies now utilize Activate as a media activation tool or as a central technology to their own media buying solutions, demonstrating the platform’s rapid and widespread industry acceptance.
- Global Reach: Activate is now available across all global customer regions, including North America (NTAM), Latin America (LATAM), Europe, Middle East, Africa (EMEA), and Asia Pacific (APAC), empowering advertisers worldwide.
- Unparalleled Efficiency: Buyers using Activate’s unique tech stack of buy and sell-side technology experience an average
13% decrease in CPMs, translating to significant cost savings and increased working media.
"During one of our first campaigns on Activate, we saw impressive results, including a
Activate's recent collaboration with dentsu's Merkury for Media platform showcases its ability to form tailored partnerships. This partnership allows for effective digital media activation and measurement without cookies, on a large scale. It highlights Activate's adaptability and its role as a platform well-suited for custom integrations that meet specific client needs and foster innovation.
At the heart of Activate’s success lies a powerful combination of buy-side and sell-side technology in a single platform, empowering advertisers with unprecedented control over their programmatic supply chains. Activate unlocks a unique blend of efficiency, transparency, and versatility by directly integrating with a robust ecosystem of premium publishers and data providers.
- Unmatched Inventory Access: Advertisers gain access to
100% of PubMatic's direct premium publisher inventory, a vast network of high-quality publishers spanning CTV, online video, display, and mobile. This includes expanded premium CTV inventory through the recent integration with FreeWheel.
- Data-Driven Advantage: Activate leverages advanced data, including unique commerce media data from partners like Instacart, Western Union, and Intuit, to fuel sophisticated targeting and optimize campaign performance.
- Streamlined Efficiency: Activate drives significant cost savings by simplifying the programmatic supply chain. Buyers are experiencing up to
20% improvement in pricing across campaigns, and when utilizing Activate's Smart Bidding functionality, they see nearly a13% decrease in CPMs, translating to more working media.
- Proven Performance: These efficiencies translate to tangible business outcomes. The recent Mars case study demonstrated a
126% incremental sales lift, while another campaign saw a17% improvement in video completion rate.
"Activate is transforming how buyers approach programmatic advertising," said Kyle Dozeman, Chief Revenue Officer, Americas at PubMatic. "By bringing buyers and publishers closer together and streamlining the supply chain, Activate delivers unparalleled efficiency, transparency, and control. We are committed to continuous innovation and enhancing Activate's capabilities to empower advertisers to achieve their business goals."
PubMatic will continue to enhance Activate with a focus on:
- Inventory Discovery and Curation: Leveraging AI and machine learning to discover and curate the most effective inventory and data for advertisers, including tapping into PubMatic's growing commerce media business. Currently, more than
70% of the platform's usage is focused on the company’s unique auction packages, an advanced curation tool that packages effective audience segments.
- SPO Insights and Efficiencies: Streamlining workflows and providing deeper insights for strategic partnerships, with a focus on building bespoke solutions with agencies and advertisers.
- End-to-End Troubleshooting: Enhancing tools and support for seamless campaign execution, bringing publishers and advertisers closer together.
- Deal Setup and Control: Greater control and transparency over deal setup for advertisers with an eye on deal flexibility.
- Leveraging AI and Gen AI across the platform: Activate’s AI-powered solutions and capabilities simplify workflows, optimize performance, and drive better outcomes for advertisers through transparency, control, and automation.
To learn more about PubMatic’s Activate solution, please visit www.pubmatic.com/activate or contact PubMatic for more information.
About PubMatic:
PubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.
Press Contacts:
Ashley Jacobson, Director of Corporate Marketing
press@pubmatic.com
Broadsheet Communications for PubMatic
pubmaticteam@broadsheetcomms.com
(917) 826-1103
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