On March 20, 2025, PubMatic, Inc. announced the remarkable success of its Connect platform, designed to enhance curated programmatic advertising deals for publishers and advertisers. This innovative solution is positioned at the forefront of digital advertising, driving significant incremental revenue and efficiency through its advanced capabilities.

1. The Rise of Curated Programmatic Deals

As digital marketing evolves, curated programmatic deals are emerging as a crucial component in delivering efficient, privacy-first advertising. Five years ago, PubMatic recognized this shift and invested in developing the Connect platform, a pioneering tool that integrates seamlessly with Activate—a streamlined media activation platform. This integration connects buyers, data partners, commerce media networks, and publishers, unlocking new efficiencies and revenue streams while enhancing audience engagement.

Key Features of the Connect Platform

PubMatic's Connect platform boasts an impressive network, including more than 190 premium data partners and access to purchase-based insights from leading commerce media networks such as Instacart, Intuit, and Western Union. The platform leverages over 800 billion daily omnichannel impressions that span CTV, mobile apps, and web display, positioning PubMatic at the forefront of the curation movement.

Through AI-powered continuous campaign optimization and managed services, Connect evolves the concept of curation beyond mere data and inventory packaging. It enables ongoing optimization of data-driven campaigns, ensuring better results across the entire digital advertising ecosystem.

2. Notable Achievements for Publishers

PubMatic's Connect platform has yielded impressive outcomes for publishers, with key achievements including:

Revenue Uplift: Publishers utilizing PubMatic’s curation tools have reported daily deal revenue uplifts of up to 5%, with some even achieving over 10%.

Diverse Demand: There has been a notable increase in spending from a broader range of buyers, with reports indicating up to a 14 percentage point rise, showcasing a more diverse demand landscape.

Higher eCPMs: A significant 25%+ increase in effective cost per mille (eCPMs) compared to non-curated deals has been observed.

Case Study: Minute Media

One of the success stories highlighted is Minute Media, which has experienced a tangible uplift from curated deals on the PubMatic platform. Tom Webster, General Manager of Video & SSP at Minute Media, stated that curation has allowed them to tap into additional budgets across their premium supply portfolio, underscoring the benefits of enhanced inventory discovery through curated auction packages.

3. Advantages for Advertisers and Agencies

For advertisers and agencies, the Connect platform provides a significant edge—access to premium inventory enhanced with valuable data sets that improve targeting precision and cost-efficiency. By utilizing Connect, buyers can leverage first-party data and unique commerce-driven audience segments directly from publishers, which reduces data loss and match inefficiencies.

Jean Fitzpatrick, EVP of Investment Strategy at IPG Mediabrands, noted that when activating campaigns through curation, they see substantial lifts in their ability to win impressions against key audiences, thanks to improved fidelity in targeting.

4. A Future-Forward Approach

Howard Luks, VP of Audience Solutions at PubMatic, emphasized the importance of the Connect platform in today’s advertising landscape, stating that it bridges the gap between media buyers, premium publishers, and curated audiences. He highlighted that the platform not only benefits buyers but also creates tangible opportunities for publishers, validating PubMatic's commitment to strengthening the entire supply chain.

As the industry continues to embrace privacy-first advertising, first-party data strategies, and AI-driven audience curation, PubMatic's Connect platform remains integral to achieving optimal results for both publishers and advertisers.

5. Conclusion

In summary, PubMatic's Connect platform is proving to be a transformative force in the digital advertising landscape. With its ability to drive higher eCPMs, diverse demand, and substantial revenue uplifts for publishers, it positions itself as a vital player in the realm of curated programmatic advertising. As digital marketing evolves, PubMatic's innovative solutions will likely play a key role in shaping the future of the industry.

Original press release