Adtech company PubMatic this month introduced a service called Activate to help marketers find the most efficient way to buy the advertising inventory of media companies with what’s known as supply path optimization (SPO). Activate lets media buyers to execute non-bidded direct deals on PubMatic’s programmatic platform, accessing premium video and CTV inventory at scale.
“We’re really tackling the problem of billions of dollars of IO [insertion order] dollars sitting on the sidelines of the programmatic advertising ecosystem, and thinking hard from a technology perspective about how to bring those budgets into the ecosystem,” Rajeev Goel, co-founder and chief executive of adtech company PubMatic, said in this interview with Beet.TV
PubMatic’s launch partners for Activate include Dentsu, FuboTV, GroupM, Havas, LG, Mars and Omnicom Media Group Germany.
SPO has applications for media types with a high cost per thousand (CPM), such as connected television and online video.
“We looked at that problem and said, ‘OK, there’s $65 billion in our estimation of IO budgets still sitting on the sidelines of programmatic for CTV and online video. How do we bring those budgets into the programmatic ecosystem?’” Goel said. “The solution, we think, is a single layer of technology that transparently and seamlessly connects buyers and sellers. That’s exactly what we’re doing with Activate.”