PubMatic’s Activate Achieves Significant Industry Adoption: 100% of “Big Six” Advertising Agencies Now Leverage the Platform for Efficiency and Growth

Core Insights - PubMatic's Activate platform has seen rapid adoption and significant market share growth since its launch in 2023, with nearly 6x growth in customer count and nearly 5x in campaign count year-over-year in 2024 [3] - The platform addresses critical challenges in the digital advertising landscape, such as complex supply chains and rising intermediary fees, by providing greater efficiency and transparency [2] Performance Metrics - Advertisers using Activate experience an average 13% decrease in CPMs, leading to significant cost savings and increased working media [5][6] - A case study with Mars demonstrated a 126% incremental sales lift, while another campaign achieved a 17% improvement in video completion rate [7] Industry Adoption - All "Big Six" advertising agencies now utilize Activate as a media activation tool, indicating widespread industry acceptance [5] - Activate is available across all global customer regions, including North America, Latin America, Europe, Middle East, Africa, and Asia Pacific [5] Technological Integration - Activate combines buy-side and sell-side technology in a single platform, providing advertisers with unprecedented control over their programmatic supply chains [4] - The platform integrates with a robust ecosystem of premium publishers and data providers, enhancing efficiency and transparency [4] Data-Driven Capabilities - Activate leverages advanced data, including unique commerce media data from partners like Instacart, Western Union, and Intuit, to optimize campaign performance [6] - More than 70% of the platform's usage focuses on unique auction packages, which curate effective audience segments [10] Future Enhancements - PubMatic plans to enhance Activate with a focus on inventory discovery, SPO insights, end-to-end troubleshooting, deal setup control, and leveraging AI and Gen AI across the platform [10]