Dive Brief:

• Ad tech company PubMatic unveiled a new platform, powered by generative artificial intelligence (AI), that gives advertisers more control and visibility into where and how their media dollars are being spent, per a press release. 
• The buyer-facing platform combines PubMatic’s proprietary supply-side intelligence with AI-powered buying tools to streamline every stage of the media buying process, including supply paths, workflows, inventory discovery, audience strategy and optimization. 
• The platform is currently in beta testing with some of PubMatic’s long-standing partners. While those partners weren’t directly identified, the combined suite of products received endorsements from GroupM and Attain. 

Dive Insight:

PubMatic’s new platform, announced on the two-year anniversary of the launch of its media activation product, marks a move for the company from a traditional supply-side provider (SSP) to an end-to-end ad-tech company that is ready to take on the “open internet.”

“Our goal is to give media buyers a smarter, faster path to campaign performance,” said Kyle Dozeman, chief revenue officer of the Americas at PubMatic, in the release. “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 that reaches across the breadth of the open internet.”

Through the platform, buyers can describe their campaign goals, audience strategy and inventory needs using natural language, and they will receive an optimized plan, including recommended budgets and bid CPMs. Buyers can then implement that plan through PubMatic’s Activate platform or their demand-side provider (DSP) of choice and receive real-time recommendations for optimization throughout the campaign’s run. PubMatic also ensured the platform complied with privacy regulations. 

The platform provides access to premium streaming and ad inventory across connected TV, mobile apps and browsers in a bid to serve advertisers’ omnichannel needs. The platform has direct access to – and can draw its insights from – 1,900 premium publishers, privacy-safe audience data from 190 data partners and more than 821 billion daily ad impressions. The need for troves of privacy-safe data has driven recent agency M&A, including Publicis’ acquisition of Lotame and WPP’s deal for InfoSum.