PubMatic has launched an upgraded solution suite for media buyers, leveraging generative AI to enhance the media buying process. The new platform is designed to streamline various stages, including audience and inventory discovery, forecasting, curation, activation, and performance optimisation.

The platform offers direct access to nearly the entire open internet, encompassing 1,900 premium publishers, privacy-safe audience data from 190 data partners, and over 821 billion daily ad impressions. It combines proprietary supply-side intelligence with AI-powered buying tools, providing supply-path transparency that is reportedly unavailable to demand-side platforms (DSPs).

This development signifies a milestone in PubMatic's evolution from a traditional supply-side platform (SSP) to an end-to-end technology company. The platform's new capabilities include AI-driven efficiency, unified activation and insights, omnichannel scale, real-time optimisation, and a privacy-first approach.

Currently in beta testing, the platform is being trialled by long-standing partners, including GroupM. GroupM, an early adopter, has reported a 126% incremental sales lift for a client using PubMatic's Activate platform.

Chief Revenue Officer at PubMatic, Jason Barnes, said: "Our goal is to give media buyers a smarter, faster path to campaign performance... We’ve embedded Generative AI into the entire PubMatic experience, integrating the technology seamlessly into our proven tools – Activate, Connect, and our SSP – 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."

The platform aims to maximise yield, increase fill rates, and maintain control over inventory quality and pricing for publishers. PubMatic's integrated supply chain is intended to reduce complexity and ensure more value flows directly to publishers.

Global Head of Investment at GroupM, Andrew Meaden, said: "Our long-standing partnership with PubMatic is based on a shared commitment to privacy-first, AI-powered innovation and helps us stay ahead in a rapidly evolving industry. PubMatic’s new unified platform will help us deliver smarter, more efficient campaigns for our clients, bringing together discovery, curation and activation in a single easy-to-use solution."

Senior Vice President at Attain, Dave Constantino, said: "PubMatic’s AI-first platform represents an exciting vision for aligning ad spend with curated purchasing behavior... By integrating real-time transaction data directly into deal curation and activation workflows, buyers gain an unprecedented ability to target high-intent audiences while measuring and optimizing for true business outcomes. This is the future of technology-first, performance-driven programmatic, and we’re excited to be a part of it."

PubMatic positions itself as an independent technology company focused on maximising customer value by delivering a future-oriented digital advertising supply chain.