PubMatic is taking a break from beating up Google to remind everyone it has some cool AI. Yesterday, the company put out a wordy, AI-centric press release, but here’s the gist: it has updated its platform with AI integrated across the board.
Publisher clients now get access to PubMatic Assistant, the company’s generative AI tool, which can surface analytics in real time and even help set up PMP and PG deals. PubMatic is also activating AI to streamline use of its curation offering, PubMatic Connect, which lets publishers package their inventory with first-party audience data and signals. Finally, the company says its AI can help publishers by analyzing demand, brand suitability, and broader ad market trends to identify pain points and opportunities.
Much of this feels like it already existed but the capabilities are being more formally woven together under an AI banner.
Why This Matters:
AI is hot—and PubMatic’s AI drumbeat has been building for at least a year. Beyond PubMatic Assistant, the SSP also introduced Creative Category Manager, an AI-based creative classification tool for CTV political advertising. This latest push feels like an effort to tie those threads together, both technologically and narratively.
Rajeev Goel, PubMatic’s CEO, telegraphed this kind of update on the company’s Q2 earnings call, calling “integrating AI across our tech stack and operations” a “key priority” moving forward.
Experts React:
Here’s another quote from Goel on the Q2 call that feels relevant:
“And finally, as we accelerate these priorities, AI is a critical component integrated across our tech stack to further automate decisioning and streamline activation. This not only drives cost efficiency for our customers but enhances campaign performance and optimization.”
Our Take:
DSPs, where you at? To this point, right now, SSPs seem to be making the most noise in the market. It’s a notable shift, given how buy-side-centric the conversations have historically been. Good for you, sell-side!
