- The programmatic advertising market is undergoing shifts, with PubMatic noted as the third-largest SSP amid ad spending cuts and antitrust case remedies.
- PubMatic is strategically prioritizing its leadership in Connected TV (CTV) while noting the blurring lines between SSP and DSP functions.
PubMatic Reports 17% Revenue Growth Driven by Direct Supply-Side Ad Buying
What happened
PubMatic reported that its revenue grew 17% year over year in the third quarter of 2026. The company noted that ad buyers are increasingly shifting campaign execution directly onto its supply-side platform, which bypasses traditional demand-side platform filtering. Premium inventory formats, including Connected TV, now generate nearly two-thirds of PubMatic's total revenue.
From fool.com
Why it matters
The shift toward direct media buying on the supply side is accelerating, with buying activity on PubMatic's Activate solution growing more than eight times over the last year. This trend is driven by advertisers allocating spend to logged-in environments where audience identity signals are reliable.
The programmatic advertising market is undergoing shifts, with PubMatic noted as the third-largest supply-side platform amid ad spending cuts and antitrust case remedies.
From fool.com
Who's involved
Who could feel it
Possible knock-on effectsThese are possibilities Brind reasoned out, not predictions, and not advice. Most are not stated in any report.