• by Ray Schultz , May 12, 2025

Digital ad-technology firm PubMatic has upgraded its tool for ad buyers in a bid to streamline the buying process to help both advertisers and publishers.

The goal is to “give media buyers a smarter, faster path to campaign performance,” says Kyle Dozeman, PubMatic's chief revenue officer, Americas.

The platform is now in beta testing with some of Pubmatic’s long-term partners. 

This enhanced platform marks a step in PubMatic’s transition from a traditional SSP into an end-to-end technology company powering programmatic advertising on the open internet, the firm says.

Publishers can leverage machine learning and curated deals to maximize yield, increase fill rates, and maintain control over inventory quality and pricing, the company claims.

According to Pubmatic, the new capabilities include:

• AI efficiency — Buyers can describe their campaign goals, audience strategy, or inventory needs using natural language; the platform will surface curated deals while forecasting tools recommend budgets and bid CPMs.
• Activation — Buyers can activate curated deals through PubMatic’s Activate platform or their DSP of choice.
• Omnichannel scale —  Buyers can tap into premium inventory across connected TVs, mobile apps and browsers, supported by audience data from PubMatic’s Connect platform.
• Optimization — PubMatic’s generative AI monitoring agent will track campaign and deal performance 24/7.
• Privacy-Based Approach — The platform will ensure compliance with privacy regulations while leveraging first-party data for precision targeting.

One client that has tried the upgraded tool is GroupM.

“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,” says Andrew Meaden, global head of investment at GroupM.