PubMatic and partners streamline CTV performance

PubMatic, Untapped Growth and tvScientific have formed a partnership aimed at simplifying how independent agencies buy and assess connected TV. The collaboration brings together AI-driven infrastructure, direct access to premium supply and unified measurement to help smaller agencies operate with greater speed and scale.

By combining PubMatic’s infrastructure, Untapped Growth’s collective buying model and tvScientific’s measurement capabilities, the companies aim to build a more efficient supply chain focused on clarity, outcomes and operational ease for independent agencies.

Modernizing CTV buying

Over the past year, agencies within Untapped Growth have expanded access to premium connected TV supply while reducing setup friction through PubMatic and improving performance visibility via tvScientific’s real-time optimisation tools.

Kyle Dozeman, Chief Revenue Officer, Americas, PubMatic: "The programmatic supply chain was built 20 years ago, and over time, toll booths, not innovation, became the accepted business model. Now, a new era is underway. The AI revolution is creating an opportunity for fast-moving, independent agencies to disrupt. Together with Untapped Growth and tvScientific, we’re giving them the infrastructure to capitalize on it."

Untapped Growth’s approach pools buying power among boutique agencies while maintaining their independence. Through PubMatic, members gain direct access to premium publishers such as Roku and A&E Networks, supported by campaign optimisation through tvScientific AI.

Ryan Ricci, Co-Founder, Untapped Growth: "Our clients choose independent agencies because we move fast and think differently. This partnership lets our members bring enterprise-level performance and accountability to every CTV campaign — without giving up the creativity, flexibility, or personal attention that define the independent advantage."

AI agents streamline campaign delivery

The partnership also introduces one of the first commercial uses of agentic AI within the digital advertising transaction layer. PubMatic’s compute infrastructure and Model Context Protocol enable AI agents to communicate directly across systems to automate setup, diagnostics and optimisation, reducing troubleshooting time by up to 70 percent.

tvScientific connects impression-level data to business outcomes.

Jason Fairchild, CEO and Co-Founder, tvScientific: "Together, we’re helping independent agencies drive outcomes on CTV and hold the channel to the same standard of accountability as digital performance media. By linking impression-level data with real business results, we’re turning CTV into a full-funnel performance channel, not just an awareness play."

Independent agencies gain competitive footing

Level Agency, part of Untapped Growth, illustrates how independent agencies can benefit from consolidated buying power and a unified supply path. The agency combines enterprise-level sophistication with the agility of an independent firm, supported by tvScientific’s measurement layer.

Patrick Patterson, CEO, Level Agency: "For too long, brands had to choose between the scale of a giant aggregator and the agility of an independent partner. We believe that good enough isn’t, and this partnership proves we don’t have to compromise. We are utilizing this unified supply chain to unlock pricing efficiencies that rival the largest holding companies. This allows us to combine great CPM rates with our high-touch strategy, driving accountability and epic wins for our clients in the complex CTV ecosystem."

A wider shift in digital advertising

The partnership reflects broader momentum in the CTV market. U.S. connected TV advertising is projected to reach 33 billion dollars in 2025, rising nearly 16 percent year over year. Independent agencies and mid-market brands are contributing significantly to that growth, opening additional budgets for premium video and performance-driven campaigns.

By uniting infrastructure, buying power and measurement, PubMatic, Untapped Growth and tvScientific aim to help independent agencies scale more effectively across CTV and the wider open internet.

www.pubmatic.com

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