PubMatic opens programmatic CTV to creators

The marketplace is also designed to support a growing number of advertisers using AI-driven campaign management and automation tools.

PubMatic has launched a programmatic connected TV (CTV) marketplace designed to connect independent creator-led media companies with advertisers seeking access to creator audiences through automated buying channels.

Called Creator Marketplace, the offering enables creator publishers to make premium CTV inventory available programmatically, while giving advertisers access to audience segments that have traditionally been available primarily through direct partnerships and platform ecosystems.

The outdoor media company MeatEater has joined as the marketplace's first publisher partner.

Expanding monetisation for creator media

The launch comes as the creator economy continues to grow, with creator-led businesses increasingly building audiences across streaming television, social media and digital video platforms.

PubMatic said many independent creators have historically relied on sponsorship agreements and platform-based monetisation models, with limited access to the programmatic advertising infrastructure used by larger publishers.

The company believes the marketplace can provide creators with an additional source of advertising demand while opening new inventory opportunities for advertisers.

Agentic advertising drives demand

The marketplace is also designed to support a growing number of advertisers using AI-driven campaign management and automation tools.

According to PubMatic, advertisers operating through its AgenticOS platform are seeking access to highly engaged audience communities that have traditionally been difficult to reach through programmatic channels.

Industry research cited by the company indicates that many digital video buyers are either using or planning to adopt agentic AI-based advertising campaigns in the coming year.

Focus on creator-led audiences

Nicole Scaglione, Vice President of CTV at PubMatic: "The creator economy has matured into one of the most powerful forces in media, yet the programmatic industry has mostly stayed on the outside. With the surge of agentic advertising at PubMatic, we are seeing a new class of advertisers hungry for the type of highly-engaged, deeply-loyal audiences that these creators bring. With the Creator Marketplace, we are providing a direct line from that new demand to these powerful publishers, in a way that neither could access before."

The initiative was developed in partnership with Holmes Media, whose Boost platform supports creator-led media companies in scaling and monetising CTV inventory.

Industry partners support launch

FreeWheel has joined the marketplace as its first ad-serving partner, providing infrastructure intended to simplify campaign execution and measurement for advertisers and publishers.

Emily Bromley, Vice President, Global Growth, FreeWheel: "A significant gap has emerged between traditional premium video and platform-native creator media. Many of today's most influential creators have built highly engaged audiences and premium content, yet they often lack the infrastructure, transparency, and standardized buying workflows required to access large-scale video advertising budgets. FreeWheel is helping bridge that gap by bringing the measurement, control, and operational consistency buyers expect from premium video environments."

MeatEater becomes first publisher partner

Founded by writer and television host Steven Rinella, MeatEater has expanded into a creator-led media business with video, audio and social media operations.

The company reports an audience of more than seven million social media followers and over two million YouTube subscribers, while also distributing content across free ad-supported streaming television (FAST) and advertising-supported video-on-demand platforms.

Andrew Barge, Chief Content Officer at MeatEater: "MeatEater has one of the most engaged communities in digital media, and our CTV growth offers brands a new path to reach those fans at scale. Partnering with PubMatic opens a programmatic front door to that demand while preserving the control and standards that our creators and fans expect."

PubMatic said additional creator-founded media companies are expected to join the marketplace in the coming months across a range of content categories.

www.pubmatic.com

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