Major CTV publishers offer more streaming inventory programmatically due to buyer demands, fueling PubMatic's 33% YOY growth in omnichannel video ad revenue.
PubMatic's SPO strategy focuses on direct CTV and online video ad purchases, aiming to simplify fragmented supply paths and reduce intermediaries.
PubMatic's SPO product, Activate, differentiates by offering programmatic guaranteed and private marketplace deals resembling traditional TV ad buying methods.
PubMatic's emphasis on SPO is evident, with 50% of platform activity and a growing share of video ad sales coming from SPO deals.
#supply-path-optimization #ctv-advertising #programmatic-advertising #publisher-relationships #ad-tech-trends
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