Independent Agencies Gain Buying Power Through New PubMatic Partnership

Kyle Dozeman, Chief Revenue Officer for the Americas at PubMatic, highlighted the significance of this partnership, stating, "The AI revolution is creating an opportunity for fast-moving, independent agencies to disrupt." The collaboration combines PubMatic’s advanced AI infrastructure and premium inventory with Untapped Growth’s collective buying power and tvScientific’s patented performance measurement platform. This amalgamation creates a streamlined supply chain focused on clarity and impactful results.

Independent agencies, often characterized by their agility and innovative approaches, have historically faced challenges in accessing premium inventory and obtaining meaningful campaign insights. The partnership aims to dismantle these barriers, allowing smaller agencies to innovate rapidly and optimize their strategies effectively across CTV and omnichannel environments.

The partnership leverages a modern infrastructure that addresses the inefficiencies of the traditional programmatic supply chain, which has been criticized for its complexity and lack of transparency. "The programmatic supply chain was built 20 years ago, and over time, toll booths, not innovation, became the accepted business model," stated Dozeman. The new collaboration seeks to usher in a new era where independent agencies can thrive without the burdens that previously favored larger buyers.

Through this partnership, members of Untapped Growth will gain direct access to premium CTV inventory from major publishers including Roku and A&E Networks. The integration of tvScientific’s AI-driven optimization capabilities simplifies campaign management, providing agencies with clearer insights into performance metrics.

Ryan Ricci, Co-Founder of Untapped Growth, emphasized the advantages of this collaboration: "Our clients choose independent agencies because we move fast and think differently. This partnership allows our members to bring enterprise-level performance and accountability to every CTV campaign—without sacrificing the creativity and personal attention that define the independent advantage."

At the heart of this partnership is the introduction of agentic AI within the digital advertising transaction layer. Powered by PubMatic’s accelerated compute infrastructure and the Model Context Protocol (MCP), this technology facilitates direct communication between AI agents across various systems. This innovation automates campaign setup and diagnostics, significantly reducing troubleshooting time by up to 70%.

Jason Fairchild, CEO and Co-founder of tvScientific, noted, "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 correlating impression-level data with tangible business results, the partnership aims to establish CTV as a viable full-funnel performance channel rather than just a medium for brand awareness.

One of the notable beneficiaries of this collaboration is Level Agency, a member of Untapped Growth. Positioned strategically to cater to mid-market and enterprise brands, Level merges the sophistication of larger firms with the agility and creativity inherent to independent agencies.

Patrick Patterson, CEO of Level Agency, asserted the importance of this partnership: "For too long, brands had to choose between the scale of a giant aggregator and the agility of an independent partner. This partnership proves we don’t have to compromise." By consolidating buying power and enhancing visibility into campaign performance, Level Agency is positioned to unlock pricing efficiencies that rival the largest holding companies while maintaining a high-touch strategy.

This partnership comes at a pivotal moment in the digital advertising sector, as U.S. connected TV ad spend is projected to soar to $33 billion in 2025, representing a nearly 16% year-over-year growth, according to eMarketer. Independent agencies and mid-market brands are crucial to this growth, opening up new budgets for premium video and performance-driven campaigns.

By harnessing the combined strengths of PubMatic’s AI-first infrastructure, Untapped Growth’s collective buying power, and tvScientific’s performance measurement capabilities, the three companies are poised to drive the next wave of growth in the digital advertising landscape, empowering agile agencies to scale more effectively and profitably.

As the digital advertising ecosystem continues to evolve, the partnership between PubMatic, Untapped Growth, and tvScientific represents a significant step towards leveling the playing field for independent agencies. By providing access to premium inventory, advanced measurement tools, and a transparent supply chain, this collaboration not only promises to enhance agency performance but also to reshape the future of digital advertising in an increasingly competitive landscape.