PubMatic launches direct video and CTV buying solution in Japan

PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, has announced the launch of its end-to-end supply path optimization (SPO) solution, Activate, in Japan.

With Activate, buyers are able to execute direct deals across PubMatic’s premium video inventory via a single layer of technology, enabling the seamless transition of their direct business for better visibility and stronger campaign performance.

Since launching in the US, EMEA and APAC in 2023, Activate has gained traction across every region, with solid revenue growth from CTV publishers. PubMatic is now launching Activate in Japan – 10 years since opening its office in the region – partnering with CTV publishers including Asahi Television Broadcasting Corporation, DAZN Japan, Kansai Television, Fuji Television Network, Mainichi Broadcasting System, Nippon Television Network Corporation, Tokyo Broadcasting System Television, TV Asahi Corporation, Television Osaka, TV TOKYO Corporation, and Yomiuri Telecasting Corporation.

Nao Tsuchiya, Vice Manager of Ad Product Development, Fuji Television Network: “PubMatic has been a critical partner for Fuji TV in creating an efficient and transparent CTV advertising supply chain in Japan. Now with the launch of Activate in the market, we are thrilled to be working together to drive greater success in the programmatic ecosystem.”

Rajeev Goel, Co-Founder and CEO, PubMatic: “This launch in Japan signifies the completion of Activate’s global coverage. By leveraging Activate, buyers in Japan are now empowered to execute direct deals across the premium video inventory from leading domestic CTV publishers. This notable achievement heralds a promising commencement for PubMatic’s Japan business in 2024.”

The launch also marks a new chapter for PubMatic in Japan. Since opening its office in 2014, PubMatic has built up a strong foundation in the region, leading programmatic advertising in the market.

In the past decade, Japan has represented one of the largest revenue shares for the APAC region, with trusted relationships with 121 direct publishers across mobile, web, CTV and OTT. In 2023, the gross ad impressions managed by PubMatic Japan were over 7.12 trillion, which is 643 times more than 2015, supported by PubMatic’s owned and operated data center in Tokyo.

Jason Barnes, Chief Revenue Officer, APAC, PubMatic: “I’m proud of our team’s efforts and achievements over the past 10 years and I am honored to witness the digital transformation happening in Japan. The launch of Activate marks a new era for us in providing a supply chain of the future, as we are committed to introducing cutting-edge technology to the market and continuing to empower more publishers and advertisers in Japan to achieve success.”

www.pubmatic.com

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