The digital ad landscape is shifting. Buyers want more control and transparency. Sellers want to maximize their revenue. This is where Supply-Side Platforms (SSPs) come in. They help publishers manage their ad inventory and connect with buyers. But the traditional SSP model is evolving.
PubMatic, a leading SSP, is changing the game. They’re expanding their self-service platform, Activate, to include all digital media formats. This means buyers can access premium inventory directly, without going through multiple intermediaries. They can manage their campaigns more efficiently, with more visibility and control.
GroupM, a major media agency, is partnering with PubMatic to make this happen. They’re working together to create a more direct, automated, and sustainable buying model. This partnership is a significant shift in the way digital campaigns are planned and executed. The lines between SSPs and buyer-side platforms are blurring.
A New Era for SSPs
Traditional SSPs have focused on facilitating open auctions. But with the growth of private deals and curated marketplaces, the model is changing. PubMatic is leading this transformation. Their Activate platform lets buyers access, configure, and optimize deals directly. This is a more controlled and efficient way of doing things.
According to Jason Jutla, Head of Practice for EMEA and UK at GroupM, “PubMatic is building an end-to-end platform. This is not just about connecting buyers and sellers; it’s about creating a seamless experience.”
AI-Powered Efficiency
One of the key advancements in this new era is the use of artificial intelligence (AI). PubMatic’s AI agent helps buyers plan and execute campaigns more efficiently. It recommends Deal IDs, groups inventory, and adjusts strategy in real-time. This system is powered by PubMatic’s own technology infrastructure, which runs on 100% renewable energy.
Kyle Dozeman, Chief Revenue Officer at PubMatic, notes, “Our AI is not limited by third-party constraints. This gives us a competitive edge in scalability and speed.”
A Federated AI Model
For GroupM, this partnership is part of a larger strategy to create a federated AI model. This approach prioritizes collaboration with strategic tech partners over building closed ecosystems. Jutla explains, “We’re not trying to build a walled garden. We want to work with partners who give us a cost, data, or efficiency advantage.”
In this context, PubMatic is not just a supplier; it’s a key ally. They’re helping GroupM automate deals, enrich data, and scale campaigns with more control.
Simplifying Deal IDs
One of the challenges this partnership aims to solve is the growing complexity of managing Deal IDs. With thousands of possible combinations, automation is crucial. Jutla emphasizes, “We need to simplify. Fewer partners, more impact. Less is more.”
A Future Without DSPs?
The possibility of activating campaigns directly from PubMatic, without a Demand-Side Platform (DSP), raises an interesting question: are DSPs becoming less relevant? Both companies agree that the goal is not to exclude DSPs but to give buyers more flexibility.
In fact, the Deal IDs generated by PubMatic’s AI can be activated on any DSP. GroupM continues to use multiple platforms for specific functions, especially in multi-channel and real-time bidding environments.
However, the trend is clear: value is concentrating at the ends of the supply chain, with publishers and buyers holding more power. Intermediaries must adapt or specialize to remain relevant.
With this partnership, PubMatic and GroupM are marking a significant turning point in the evolution of the programmatic ecosystem. They’re betting on transparency, intelligent automation, and operational efficiency as the pillars of the new era in digital advertising.