TCL and PubMatic Join Forces to Drive Demand and Efficiency in Streaming Live Sports Advertising
TCL and PubMatic (PUBM) have announced a strategic partnership to enhance programmatic advertising for live sports. TCL will integrate its premium streaming inventory, including NFL Channel and CBS Sports, with PubMatic's technology platform to maximize value and reach over 24 million viewers.
The partnership leverages PubMatic's advanced technology, which has shown over 100% year-over-year growth in monetized CTV impressions for three consecutive quarters. Key benefits include enhanced targeting capabilities, supply path optimization, and advanced measurement through closed-loop reporting.
This collaboration comes as digital US viewership surpasses traditional pay TV, with 114.1 million people projected to watch live sports digitally next year compared to 82.0 million via television. The partnership will be featured in PubMatic's Live Sports HQ, offering innovative solutions and exclusive auction packages for advertisers targeting sports audiences.
TCL e PubMatic (PUBM) hanno annunciato una partnership strategica per migliorare la pubblicità programmatica per gli sport dal vivo. TCL integrerà il suo inventario di streaming premium, inclusi NFL Channel e CBS Sports, con la piattaforma tecnologica di PubMatic per massimizzare il valore e raggiungere oltre 24 milioni di spettatori.
La partnership sfrutta la tecnologia avanzata di PubMatic, che ha mostrato una crescita superiore al 100% anno dopo anno nelle impressioni monetizzate di CTV per tre quarti consecutivi. I principali vantaggi includono capacità di targeting potenziate, ottimizzazione dei percorsi di fornitura e misurazione avanzata attraverso reportistica a ciclo chiuso.
Questa collaborazione arriva mentre la visione digitale negli Stati Uniti supera la televisione a pagamento tradizionale, con 114,1 milioni di persone previste a guardare sport dal vivo digitalmente il prossimo anno, rispetto ai 82,0 milioni attraverso la televisione. La partnership sarà presentata nel Live Sports HQ di PubMatic, offrendo soluzioni innovative e pacchetti d'asta esclusivi per inserzionisti che mirano a pubblici sportivi.
TCL y PubMatic (PUBM) han anunciado una asociación estratégica para mejorar la publicidad programática para deportes en vivo. TCL integrará su inventario de streaming premium, que incluye NFL Channel y CBS Sports, con la plataforma tecnológica de PubMatic para maximizar el valor y alcanzar a más de 24 millones de espectadores.
La asociación aprovecha la tecnología avanzada de PubMatic, que ha mostrado un crecimiento de más del 100% año tras año en impresiones monetizadas de CTV durante tres trimestres consecutivos. Los beneficios clave incluyen capacidades de segmentación mejoradas, optimización de la ruta de suministro y medición avanzada a través de informes cerrados.
Esta colaboración se produce mientras la visualización digital en EE. UU. supera a la televisión de pago tradicional, con 114,1 millones de personas proyectadas para ver deportes en vivo digitalmente el próximo año, en comparación con 82,0 millones a través de la televisión. La asociación se presentará en el Live Sports HQ de PubMatic, ofreciendo soluciones innovadoras y paquetes de subasta exclusivos para anunciantes que apuntan a audiencias deportivas.
TCL와 PubMatic (PUBM)이 라이브 스포츠를 위한 프로그램 광고를 강화하기 위해 전략적 파ート너십을 발표했습니다. TCL은 NFL Channel 및 CBS Sports를 포함한 프리미엄 스트리밍 인벤토리를 PubMatic의 기술 플랫폼과 통합하여 가치를 극대화하고 2400만 이상의 시청자에게 도달할 것입니다.
이 파트너십은 세 분기 연속으로 CTV 광고 수익이 100% 이상 성장한 PubMatic의 고급 기술을 활용합니다. 주요 이점으로는 향상된 타겟팅 기능, 공급 경로 최적화 및 닫힌 루프 보고를 통한 고급 측정이 포함됩니다.
이 협업은 디지털 미국 시청이 전통적인 유료 TV를 초과하는 가운데 이루어지며, 내년에는 1억 1410만 명이 디지털로 라이브 스포츠를 시청할 것으로 예상되는 반면, 8200만 명은 텔레비전을 통해 시청할 것으로 예상됩니다. 이 파트너십은 PubMatic의 Live Sports HQ에 소개되어 스포츠 관중을 타겟으로 한 혁신적인 솔루션과 독점 경매 패키지를 제공할 것입니다.
TCL et PubMatic (PUBM) ont annoncé un partenariat stratégique pour améliorer la publicité programmatique pour les sports en direct. TCL intégrera son inventaire de streaming premium, comprenant NFL Channel et CBS Sports, avec la plateforme technologique de PubMatic afin de maximiser la valeur et d'atteindre plus de 24 millions de téléspectateurs.
Ce partenariat tire parti de la technologie avancée de PubMatic, qui a affiché une croissance de plus de 100 % d'une année sur l'autre en impressions CTV monétisées pendant trois trimestres consécutifs. Les principaux avantages incluent des capacités de ciblage améliorées, l'optimisation des chemins d'approvisionnement et des mesures avancées grâce à des rapports en boucle fermée.
Cette collaboration intervient alors que l'audience numérique aux États-Unis dépasse celle de la télévision payante traditionnelle, avec 114,1 millions de personnes prévues pour regarder des sports en direct numériquement l'année prochaine, contre 82,0 millions via la télévision. Le partenariat sera présenté dans le Live Sports HQ de PubMatic, offrant des solutions innovantes et des packages d'enchères exclusifs pour les annonceurs visant des publics sportifs.
TCL und PubMatic (PUBM) haben eine strategische Partnerschaft zur Verbesserung der programmgesteuerten Werbung für Live-Sport angekündigt. TCL wird sein Premium-Streaming-Inventar, einschließlich NFL Channel und CBS Sports, mit der Technologieplattform von PubMatic integrieren, um den Wert zu maximieren und über 24 Millionen Zuschauer zu erreichen.
Die Partnerschaft nutzt die fortschrittliche Technologie von PubMatic, die in den letzten drei Quartalen ein Wachstum von über 100 % bei monetarisierten CTV-Impressionen verzeichnet hat. Zu den wichtigsten Vorteilen gehören verbesserte Zielgruppenansprache, Optimierung der Lieferwege und fortschrittliche Messungen durch Closed-Loop-Reporting.
Diese Zusammenarbeit erfolgt zu einem Zeitpunkt, an dem die digitale Zuschauerzahl in den USA traditionelles Pay-TV übertrifft, wobei für das nächste Jahr prognostiziert wird, dass 114,1 Millionen Menschen Live-Sport digital schauen werden, im Vergleich zu 82,0 Millionen über Fernsehen. Die Partnerschaft wird im Live Sports HQ von PubMatic vorgestellt, das innovative Lösungen und exklusive Auktionspakete für Werbetreibende anbietet, die Sportpublikum ansprechen.
- Integration with TCL's 24 million viewer base expands PubMatic's CTV reach
- PubMatic shows over 100% YoY growth in CTV impressions for three consecutive quarters
- Partnership targets growing digital sports viewership market (114.1M projected viewers)
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Insights
This strategic partnership between PubMatic and TCL marks a significant advancement in the Connected TV (CTV) advertising landscape, particularly in the high-value live sports segment. The collaboration is especially timely as digital sports viewership has surpassed traditional pay TV for the first time, with 114.1 million people expected to watch sports digitally compared to 82.0 million via traditional television.
The deal's value proposition centers on three key aspects: First, it provides advertisers access to TCL's premium sports inventory, including NFL Channel, CBS Sports and other major networks, reaching over 24 million viewers. Second, PubMatic's proven track record in CTV, with over
From a market perspective, this partnership positions PubMatic to capitalize on the accelerating shift from traditional TV to digital streaming. The integration of TCL's viewership data with PubMatic's targeting capabilities creates a powerful offering for advertisers seeking precise audience targeting in the premium sports content space. This could potentially drive higher CPMs and improved fill rates for PubMatic's platform.
The technological synergy between both companies should enhance operational efficiency through supply path optimization (SPO), potentially leading to reduced costs and improved margins. For investors, this partnership could accelerate PubMatic's growth in the rapidly expanding CTV sector, particularly as advertisers increasingly shift budgets toward digital sports content.
NO-HEADQUARTERS/REDWOOD CITY, Calif., Jan. 22, 2025 (GLOBE NEWSWIRE) -- TCL, a leading global television brand and PubMatic (Nasdaq: PUBM), an independent technology company delivering digital advertising’s supply chain of the future, today announced a new partnership designed to enhance programmatic advertising for live sports. This new partnership will connect TCL’s premium programmatic streaming inventory, including NFL Channel and CBS Sports, with PubMatic’s integrated platform to drive demand and efficiency. TCL will tap into PubMatic’s advanced technology platform to maximize the value of its premium inventory and robust audiences.
“TCL provides access to a highly engaged audience of sports enthusiasts,” Jeremy Straight, VP, Global GM of TCL Ads. “This partnership with PubMatic allows advertisers to leverage our premium inventory, including our ad-supported TCL tv+ app that brings the NFL Channel, CBS Sports, Fox Sports, NBC Sports, FIFA and Golf Pass to over 24 million viewers , to connect with this valuable audience in a more targeted and effective way.”
Abbie Reichner, Regional VP, Customer Success, CTV at PubMatic, added, “PubMatic has achieved remarkable growth in connected TV, partnering with some of the most popular streamers and with monetized CTV impressions soaring over
Now, through this partnership, an advertiser targeting passionate NFL or sports fans can optimize their campaigns by reaching highly engaged viewers using TCL devices to watch live sporting events like NFL Playoffs or the upcoming Super Bowl, which is expected to reach an incredible 200.5 million US adults1 (with
Key benefits of the partnership include:
- Enhanced Targeting: By integrating TCL’s viewership data and premium inventory with PubMatic’s robust privacy-safe targeting capabilities and curated audiences, advertisers can reach highly engaged sports fans with unprecedented precision.
- Supply Path Optimization: PubMatic’s advanced SPO technology will streamline the ad buying process, reducing latency and improving campaign performance.
- Advanced Measurement: Closed-loop reporting across the entire marketing funnel will provide advertisers with valuable insights into campaign effectiveness.
This partnership launches as a featured highlight of PubMatic’s Live Sports HQ – a curation and content hub for advertisers looking to maximize campaigns across live sports and sports-related omnichannel opportunities. The Live Sports HQ on PubMatic.com will offer innovative solutions, partnerships, exclusive auction packages and relevant insights for advertisers.
The digital live sports landscape presents a significant opportunity for CTV partnerships. According to eMarketer, Digital US viewership surpassed traditional pay TV for the first time in 2024, with 114.1 million people projected to watch live sports digitally next year compared to 82.0 million via television. This shift underscores the growing importance of digital platforms like CTVs for reaching engaged sports audiences. By partnering with leading CTV providers like TCL and technology platforms like PubMatic, brands and marketers can capitalize on this dynamic shift, ensuring their campaigns reach the expanding audience of digital live sports viewers.
For more information about how this partnership can benefit your advertising strategy, visit PubMatic’s website or contact our sales team: www.pubmatic.com/live-sports
About TCL:
TCL Electronics (1070.HK) is a leading consumer electronics brand and leader in the global television industry. TCL now operates in more than 160 markets around the world. The company specializes in the research, development, and manufacturing of consumer electronics products ranging from TVs, audio, home appliances, mobile devices, smart glasses, commercial displays, and more.
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
(917) 826-1103
1 (National Retail Foundation, n.d.)
2 (Adtaxi, n.d.)
FAQ
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