• by Laurie Sullivan , Staff Writer @lauriesullivan, Yesterday

PubMatic has upgraded its technology suite for buyers with a goal to streamline every stage of the media-buying process -- from audience and inventory discovery and forecasting to curation, activation, and performance optimization. 

Dave Neway, vice president of product marketing at PubMatic, says the entire rebuilt platform is powered by generative AI (GAI). Eliminating fragmentation in media buying across tools and teams, as well as the ability to smoothly optimize campaigns was the goal of combining and upgrading the tools. 

“When a buyer looks to build a campaign that target a certain audience and geographic location, they tell the GAI platform what they are looking for and it will return a collection of different opportunities within seconds,” he said. “It reduced manual processes and guess work that produces more predictable outcomes.”

Monitoring and troubleshooting are some of the capabilities in the product roadmap. If buyers want a better outcome from the campaign, the platform will offer suggestions.  

The platform is running in beta with companies such as WPP Media, formerly GroupM, a global agency partner and early adopter of PubMatic’s Activate platform. The company said it delivered a 126% incremental sales lift for a client.

Andrew Meaden, global head of investment at GroupM, believes the platform will help deliver smarter and more efficient campaigns for clients based on what the agency has seen so far.

The new platform combines three solutions under one AI-driven platform.

For buyers it combines supply-side intelligence with AI-powered buying tools, as well as access to its supply side platform (SSP) access and campaign activation capabilities. All during a time when buyers need greater control and visibility into where and how their media dollars are spent.

New capabilities include the ability for buyers to describe campaign goals, audience strategy, or inventory needs using natural language.

The platform instantly surfaces or creates curated deals while built-in forecasting tools will recommend optimal budgets and bid CPMs to optimize performance.

Buyers can curate deals through PubMatic’s Activate platform or their DSP of choice, and use premium streaming and omnichannel inventory across connected TVs, mobile apps and browsers.

The GAI monitoring agent will track campaign and deal performance 24/7, surfacing actionable insights and optimization recommendations to ensure delivery goals are met. And it will ensure compliance with privacy regulations while using first-party data for precision targeting.

PubMatic, a digital advertising technology company, says it provides direct access to nearly the entire open internet, with 1,900 premium publishers, privacy-safe audience data from 190 data partners, and over 821 billion daily ad impressions.