PubMatic’s Connect Platform for Curation Delivers for Publishers: Drives 25%+ Higher eCPMs, Incremental Revenue and Diverse Demand
PubMatic announces significant success with its Connect platform for curated programmatic advertising deals. The platform, integrated with Activate, features over 190 premium data partners and processes 800+ billion daily omnichannel impressions across CTV, mobile app, and web display.
Key achievements for publishers include:
- Up to 5-10% incremental daily deal revenue uplift
- 14 percentage point increase in spending from diverse buyers
- 25%+ increase in eCPMs compared to non-curated deals
The platform leverages AI and managed services for campaign optimization, with notable success stories including Minute Media experiencing significant eCPM increases. For advertisers, campaigns using Connect's data application showed a 37% CPM improvement compared to buy-side data application.
PubMatic annuncia un successo significativo con la sua piattaforma Connect per accordi pubblicitari programmatici curati. La piattaforma, integrata con Activate, vanta oltre 190 partner di dati premium e gestisce oltre 800 miliardi di impressioni omnichannel giornaliere su CTV, app mobili e display web.
I principali risultati per gli editori includono:
- Un incremento del 5-10% nel fatturato giornaliero degli accordi
- Aumento di 14 punti percentuali nella spesa da parte di acquirenti diversi
- Incremento del 25%+ negli eCPM rispetto agli accordi non curati
La piattaforma sfrutta l'IA e i servizi gestiti per l'ottimizzazione delle campagne, con storie di successo notevoli, come quella di Minute Media, che ha registrato aumenti significativi degli eCPM. Per gli inserzionisti, le campagne che utilizzano l'applicazione dei dati di Connect hanno mostrato un miglioramento del 37% nei CPM rispetto all'applicazione dei dati da parte degli acquirenti.
PubMatic anuncia un éxito significativo con su plataforma Connect para acuerdos publicitarios programáticos curados. La plataforma, integrada con Activate, cuenta con más de 190 socios de datos premium y procesa más de 800 mil millones de impresiones diarias omnicanal en CTV, aplicaciones móviles y display web.
Los logros clave para los editores incluyen:
- Un aumento del 5-10% en los ingresos diarios de acuerdos
- Aumento de 14 puntos porcentuales en el gasto de compradores diversos
- Aumento del 25%+ en eCPMs en comparación con acuerdos no curados
La plataforma utiliza IA y servicios gestionados para la optimización de campañas, con historias de éxito notables, como la de Minute Media, que experimentó aumentos significativos en eCPM. Para los anunciantes, las campañas que utilizan la aplicación de datos de Connect mostraron una mejora del 37% en CPM en comparación con la aplicación de datos del lado de compra.
PubMatic은 Connect 플랫폼을 통해 큐레이션된 프로그래매틱 광고 거래에서 중요한 성공을 발표했습니다. Activate와 통합된 이 플랫폼은 190개 이상의 프리미엄 데이터 파트너와 함께하며 CTV, 모바일 앱 및 웹 디스플레이에서 하루 8000억 개 이상의 옴니채널 노출을 처리합니다.
퍼블리셔를 위한 주요 성과는 다음과 같습니다:
- 일일 거래 수익이 5-10% 증가
- 다양한 구매자로부터의 지출이 14% 포인트 증가
- 비큐레이션 거래와 비교하여 eCPM이 25% 이상 증가
이 플랫폼은 캠페인 최적화를 위해 AI와 관리형 서비스를 활용하며, Minute Media와 같은 성공 사례가 eCPM의 상당한 증가를 경험했습니다. 광고주에게는 Connect의 데이터 애플리케이션을 사용하는 캠페인이 구매 측 데이터 애플리케이션에 비해 37% CPM 개선을 보여주었습니다.
PubMatic annonce un succès significatif avec sa plateforme Connect pour des accords publicitaires programmatique curés. La plateforme, intégrée avec Activate, compte plus de 190 partenaires de données premium et traite plus de 800 milliards d'impressions omnicanales quotidiennes sur CTV, applications mobiles et affichage web.
Les réalisations clés pour les éditeurs incluent:
- Une augmentation de 5-10% des revenus quotidiens des accords
- Une augmentation de 14 points de pourcentage des dépenses des acheteurs divers
- Une augmentation de plus de 25% des eCPMs par rapport aux accords non curés
La plateforme utilise l'IA et des services gérés pour l'optimisation des campagnes, avec des histoires de succès notables, notamment celle de Minute Media qui a connu des augmentations significatives des eCPM. Pour les annonceurs, les campagnes utilisant l'application de données de Connect ont montré une amélioration de 37% du CPM par rapport à l'application de données du côté des acheteurs.
PubMatic kündigt einen signifikanten Erfolg mit seiner Connect-Plattform für kuratierte programmatische Werbeangebote an. Die Plattform, die mit Activate integriert ist, verfügt über mehr als 190 Premium-Datenpartner und verarbeitet täglich über 800 Milliarden Omnichannel-Impressionen über CTV, mobile Apps und Web-Display.
Wichtige Erfolge für Publisher umfassen:
- Ein Anstieg des täglichen Umsatzes bei Angeboten um 5-10%
- 14 Prozentpunkte mehr Ausgaben von verschiedenen Käufern
- Ein Anstieg von über 25% bei eCPMs im Vergleich zu nicht kuratierten Angeboten
Die Plattform nutzt KI und Managed Services zur Optimierung von Kampagnen, wobei bemerkenswerte Erfolgsgeschichten wie die von Minute Media zu erheblichen eCPM-Steigerungen führten. Für Werbetreibende zeigten Kampagnen, die die Datenanwendung von Connect verwendeten, eine Verbesserung des CPM um 37% im Vergleich zur Datenanwendung auf der Käuferseite.
- Up to 10% increase in daily deal revenue for publishers
- 25%+ higher eCPMs compared to non-curated deals
- 37% CPM improvement for advertiser campaigns using Connect's data application
- 14 percentage point increase in diverse buyer spending
- Integration with 190+ premium data partners and 800B+ daily impressions
- None.
Insights
PubMatic's announcement about its Connect curation platform demonstrates significant performance metrics that directly impact revenue potential. The platform is delivering impressive results for publishers:
These performance indicators suggest PubMatic has successfully positioned itself in the high-growth curation segment of programmatic advertising. By enabling publishers to achieve higher yields and advertisers to improve targeting precision, PubMatic creates a virtuous cycle that reinforces its market position and potentially drives increased platform adoption.
What's particularly valuable is Connect's integration with first-party data and commerce media networks like Instacart and Intuit. In a privacy-centric advertising landscape where third-party cookies are disappearing, this capability provides strategic differentiation. The
The endorsements from Minute Media and IPG Mediabrands validate the product-market fit. PubMatic appears to be solving real challenges in the advertising supply chain while creating multiple revenue enhancement opportunities for itself through increased transaction volume and potentially higher take rates on premium curated inventory.
This announcement represents operational execution on PubMatic's strategy to become the supply chain of the future for digital advertising, with meaningful financial benefits likely to follow as adoption scales.
NO-HEADQUARTERS/REDWOOD CITY, Calif., March 20, 2025 (GLOBE NEWSWIRE) -- PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, today announces the success and impact of its Connect platform in driving incremental revenue and efficiency for publishers and advertisers through curated programmatic advertising deals.
Curated programmatic deals are emerging as the future of efficient, privacy-first digital marketing. Recognizing this shift five years ago, PubMatic invested in building Connect, a pioneering curation platform that seamlessly integrates with Activate, its streamlined media activation platform connecting buyers, data partners, commerce media networks, and publishers in an optimized supply path that unlocks new efficiencies, revenue streams, and stronger audience engagement.
Today, with more than 190 premium data partners, purchase-based insights from the leading commerce media networks like Instacart, Intuit and Western Union and integration across PubMatic’s 800 billion+ daily omnichannel impressions that span across CTV, mobile app, and web display, PubMatic’s Connect platform is at the forefront of the curation movement, driving incremental success across the most robust programmatic footprint with high-quality data signals and continuous campaign optimization powered by AI and managed services. With the full power of PubMatic’s integrated platform, curation evolves beyond the packaging of data and inventory into the continuous optimization of data-driven campaigns to deliver results across the entire digital advertising ecosystem.
Key Achievements Discovered for Publishers1:
- Revenue Uplift: Many publishers opted into PubMatic’s curation tools have seen up to
5% incremental daily deal revenue uplift, with some publishers seeing as much as10% + increase. - Diverse Demand: Up to 14 percentage point increase in spending from a broader range of buyers, indicating access to a more diverse demand landscape.
- Higher eCPMs: A remarkable
25% + increase in eCPMs compared to non-curated deals.
For instance, Minute Media has seen incremental uplift on curated deals across the PubMatic platform, with a meaningful increase in eCPMs for inventory discovered through curated auction packages. “In addition to our direct sales operations, curation provides another way to tap into incremental budgets across our premium supply portfolio," said Tom Webster, General Manager, Video & SSP at Minute Media. "Because of PubMatic's platform, we have seen an increase of inventory discovered through curated auction packages focused on reaching engaged and passionate sports audiences."
For advertisers and agencies, curation delivers a clear value – premium, high-quality inventory enhanced with valuable data sets for targeting precision and cost efficiency. By leveraging PubMatic’s Connect, buyers can access first-party data and unique commerce-driven audience segments directly at the publisher level, reducing data loss and match inefficiencies. Historically, campaigns with data applied via Connect have seen CPM improve by
“When we activate using curation, we see a significant lift in our ability to win impressions against key audiences, as the fidelity improves when you get closer to the supply,” stated Jean Fitzpatrick, EVP of Investment Strategy at IPG Mediabrands in PubMatic’s Executive Dialogue series. “PubMatic has a history of building trust and technology integrations with publishers, which benefits our agencies and ultimately, our clients.”
“As the industry embraces privacy-first advertising, first-party data strategies, and AI-driven audience curation, PubMatic’s Connect stands at the center of it all—bridging media buyers, premium publishers, and curated audiences for optimal results,” says Howard Luks, VP of Audience Solutions at PubMatic. “By showcasing not just the success for buyers but also the tangible opportunities for publishers, we're validating our approach to strengthening the entire supply chain. Connect's ability to drive more diverse demand, higher CPMs and tangible revenue uplifts for publishers while simultaneously offering advertisers enhanced targeting precision is proof that curation is a win-win proposition.”
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 Contact:
Ashley Jacobson, Director of Corporate Marketing, press@pubmatic.com
Broadsheet Communications for PubMatic, pubmaticteam@broadsheetcomms.com
1 Based on a comprehensive analysis of PubMatic platform data from a representative 24-hour period in February 2025, which aligns with observed monthly trends for individual publishers.
FAQ
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