Sony taps PubMatic to power PS5 LIVE TV ads

Under the partnership, PubMatic will work with Sony's advertising organisation to make the inventory available to advertisers worldwide.

PubMatic has been selected by Sony Pictures Entertainment as its preferred programmatic advertising partner for LIVE TV on PS5, giving brands and agencies access to premium video inventory and authenticated audience insights across PlayStation 5 users.

Buyers can transact through their existing demand-side platform or activate campaigns through PubMatic's unified platform, connecting audience discovery, planning, activation and performance measurement.

PubMatic expands access to premium PS5 CTV inventory

LIVE TV on PS5, launched on August 31, 2026, allows advertisers to reach logged-in PlayStation 5 users with video advertising delivered through the console experience. Sony and PubMatic are positioning the inventory as a way to reach highly engaged audiences that can be difficult to access through conventional television and streaming plans.

The partnership also targets performance-focused brands and independent agencies seeking access to connected TV. PubMatic says its platform is designed to reduce the complexity associated with buying premium CTV inventory by bringing campaign orchestration, activation and decision-making capabilities together.

Sony Pictures connects PS5 audiences with advertisers

PubMatic's AgenticOS uses more than 20 specialised AI agents and workflows to support audience discovery, inventory curation, activation, measurement and fee transparency. Its Activate capability enables buyers to transact directly on premium inventory, while Decision Fabric brings partner and PubMatic models and data closer to inventory to support media decisions.

Jason White, VP of Ads, Sony Pictures Entertainment: "Streaming gives us an opportunity to build something fundamentally different from linear and broadcast. Our PlayStation audiences are highly engaged and highly loyal, but they have historically been difficult for many advertisers to reach. Partnering with PubMatic brings our premium inventory and authenticated audience insights closer to brands, agencies and performance-focused advertisers seeking more direct and measurable ways to invest in connected television."

PubMatic brings performance tools to Sony's CTV inventory

The initial programmatic opportunities will focus on premium in-stream video for brand and performance campaigns. PubMatic will also support preferred deals, private marketplaces and customised sponsorships, with additional advertising formats expected to follow.

Nicole Scaglione, VP of CTV, PubMatic: "CTV is attracting a new generation of performance-focused advertisers, but accessing premium inventory can still be complex. By bringing Sony’s premium inventory into PubMatic’s unified platform, we’re combining the quality and engagement of premium CTV with the intelligence, transparency and control advertisers need to drive measurable performance."

Partnership targets measurable CTV performance

The companies say the partnership combines Sony's premium video inventory and authenticated audience insights with PubMatic's programmatic buying infrastructure. The model is intended to give advertisers greater access to PlayStation audiences while providing more direct routes to campaign activation and performance measurement.

www.pubmatic.com

www.sonypictures.com

Follow Marketing Report on LinkedIn