PubMatic has announced an agreement today that enhances premium CTV advertising capabilities for independent agencies. This collaboration merges PubMatic’s AI-driven infrastructure with Untapped Growth’s collective buying power and TVScientific’s advanced performance measurement tools. As a result, independent agencies obtain expanded access to premium Connected TV inventory, & receive tools that facilitate bidding transparency.
PubMatic Partnership Empowers Independent Agencies with Advanced CTV Capabilities:
“The programmatic supply chain was built 20 years ago. And over time, toll booths, not innovation, became the accepted business model,” said Kyle Dozeman, Chief Revenue Officer, Americas, PubMatic. “Now, a new era is underway. The AI revolution is creating an opportunity for fast-moving, independent agencies to disrupt. Together with Untapped Growth and tvScientific, we’re giving them the infrastructure to capitalize on it.”
Agencies can now optimize campaigns faster and more clearly, using real-time data and performance insights at their disposal. Kyle Dozeman, PubMatic’s CRO for the Americas, mentioned that the collaboration equips rapidly changing agencies with modern infrastructure.
Independent Agencies Gain Competitive Advantage:
“Our clients choose independent agencies because we move fast and think differently,” said Ryan Ricci, Co-Founder, Untapped Growth. “This partnership lets our members bring enterprise-level performance and accountability to every CTV campaign without giving up creativity. Flexibility, or personal attention that defines the independent advantage.”
He explained that artificial intelligence is the tool by which smaller players can now compete with larger buyers. Also, the management of Untapped Growth saw that the agreement allows agencies to provide the level of results. That big enterprises get without sacrificing their flexibility or the feeling of being a customer. The CEO of TVScientific also pointed out the importance of connecting each impression to real business outcomes for advertisers.
Moreover, the partnership brings agentic AI into the programmatic ad stack. This way, the process of campaign setup and diagnostics is usually done by a human. Is now automated, and the time for solving a problem is reduced significantly. The members of Untapped Growth have already experienced better campaign performance visibility & have broadened their access to premium CTV inventory. Independent agencies are thus in a position to negotiate for stronger pricing as well as more transparent performance data.
On the whole, the alliance is indicative of the trend that is gradually unfolding towards greater market access. The use of more intelligent tools for ad buying & improved measurement at the CTV channels that are the highest quality.
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News Source: Businesswire.com
