SPO facilitates access to premium video and CTV inventory on Pubmatic’s programmatic ad platform.

Companies in Asia Pacific such as dentsu, iQIYI, KINESSO India, Madison Digital, and Wishmedia are leveraging a new solution to execute non-bidded direct deals to access premium video and connected TV ad inventory at scale.

Non-programmatic insertion orders are expected to account for almost 60% of CTV and 18% of online video transactions by the end of 2023, according to industry estimates.

To better address this situation, digital advertising company PubMatic recently announced the availability of its Activate solution for the Asia Pacific region.

The company said the supply path optimization (SPO) solution allows buyers to execute non-bidded direct deals on PubMatic’s programmatic platform, accessing premium video and CTV inventory at scale. 

Activate is already being used by more than 50 advertisers, agencies, and campaigns, since it was earlier launched in the US and EMEA.

“PubMatic’s launch of Activate in the Asia-Pacific region marks a significant milestone in our efforts to revolutionize the industry’s programmatic marketplace,” said Rajeev Goel, Co-Founder and CEO of PubMatic. Activate represents a nearly US$65 billion expansion of PubMatic’s total addressable market, the company said, adding that the solution is integrated with other PubMatic software and sell-side platform.