PubMatic enhances CTV platform with expanded partnerships

Independent technology company PubMatic has unveiled new and expanded partnerships with digital streaming companies such as AMC Networks, FOX and Iqiyi, as well as a slew of enhancements to its connected television (CTV) platform.

The latest enhancements will equip producers with the latest technology innovations and unique brand demand while allowing buyers to attain campaign performance across its premium streaming archives.

These new product and feature enhancements include viewer experience tools, where the latest ad-podding capabilities will have greater value for advertisers and a seamless experience for viewers, as well as publisher controls, content signals, audience addressability and measurability which can aid companies in evaluating the effectiveness of media investments across TV, CTV, desktop and mobile.

Don't miss: Amazon in talks to launch ad-supported tier on Prime Video

“We have seen great momentum for our CTV/streaming inventory, as well as the continued growth of FOX Digital. As we continue to simplify the approach to work with FOX’s CTV inventory, our partnership with PubMatic and their SPO product shows our continued commitment to make buying CTV less frictionless and more automated for our clients,” said Abbie Reichner, vice president of programmatic strategy and operations at Fox Corporation.

“These enhancements to the PubMatic platform will bring real benefits to advertising clients who want to leverage the strong viewer interest and engagement with our content programmatically,” said Evan Adlman, executive vice president of commercial sales and revenue operations at AMRC Networks.

The new improvements made to PubMatic’s CTV platform comes just as it launched Activate which provides end-to-end supply path optimisation solutions to automate the direct introduction of input (IO) process. Additionally, PubMatic has global clients in the digital streaming industries and monetises inventory for renowned broadcast video of demand (BVOD) companies in both Australia and Japan, the countries with the largest CTV presence in Asia-Pacific.

The news comes just as Amazon revealed that it is in talks to launch ad-supporteed tiers on Prime Video in an effort to generate more revenue from its entertainment offerings, according to The Wall Street Journal who were citing people familiar with the matter.

The report noted that discussions surrounding ad-supported tiers are still in the early stages and that Amazon may follow the ad-supported plans offered by streaming platform rivals Netflix and Disney or not move forward with ad-supported tiers at all.

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