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][4] Adoption and Market Impact - All "Big Six" advertising agencies are now utilizing Activate, indicating widespread industry acceptance [5] - Activate is available globally, empowering advertisers across North America, Latin America, Europe, the Middle East, Africa, and Asia Pacific [5] Performance and Efficiency - Buyers using Activate experience an average 13% decrease in CPMs, leading to significant cost savings and increased working media [5][6] - The platform has demonstrated tangible business outcomes, such as a 126% incremental sales lift in a recent Mars case study and a 17% improvement in video completion rates [6] Technological Integration and Innovation - Activate combines buy-side and sell-side technology, providing advertisers with unprecedented control over their programmatic supply chains [4] - The platform leverages advanced data and partnerships to enhance targeting and campaign performance, including unique commerce media data from partners like Instacart and Western Union [6] Future Enhancements - PubMatic is committed to continuous innovation, focusing on enhancing Activate's capabilities, including inventory discovery, SPO insights, end-to-end troubleshooting, and leveraging AI for improved performance [7][10]