PubMatic Delivers 5x Faster, Smarter Advertising Decisions With NVIDIA
by on 14th Oct 2025 in News
PubMatic, an independent technology company delivering the digital advertising supply chain of the future, announced the latest results of a multi-year integration of NVIDIA technology to leverage accelerated computing for programmatic advertising’s unique requirements across the open internet.
By working with NVIDIA as an early adopter through an iterative process of testing, data sharing, and solution refinement, this infrastructure overhaul delivers AI processing up to five times faster than traditional systems, helping publishers recover ad spend lost to latency and timeouts, while unlocking AI-driven optimisation strategies that were previously possible only within walled gardens.
"We've always believed that technology should empower the many, not just the few," said Mukul Kumar, co-founder and president, engineering, PubMatic. "This collaboration with NVIDIA exemplifies how innovation happens, through iterative testing, shared real-world performance data, and truly optimising for programmatic advertising’s unique challenges. This transformation, thanks to NVIDIA, gives independent publishers and the open internet access to previously unattainable AI capabilities. When publishers are empowered to compete on equal technological footing, consumers get more diverse content, advertisers get better outcomes, and the open internet remains open."
PubMatic has optimised a range of NVIDIA technologies across its global infrastructure, each powering a different part of the advertising supply chain:
- NVIDIA L40S GPUs: Power real-time ad decisioning and streaming media across connected TV (CTV), cutting latency to one millisecond and boosting ROI for publishers and advertisers.
- NVIDIA Triton Inference Servers: Serve the right ad requests daily to DSPs via sophisticated traffic shaping for higher DSP spend and more efficient integrations.
- NVIDIA RAPIDS Accelerator for Apache Spark: Deliver lightning-fast analytics, empowering clients with quicker insight for smarter optimisation at a lower cost.
PubMatic’s NVIDIA-powered AI cloud infrastructure can deliver superior performance for clients and best-in-class AI innovation:
- Unlocking lost revenue: The new technology reduces inference latency from the industry standard of 5-10 milliseconds to approximately 1 millisecond, achieving 85% fewer auction timeouts. This unlocks millions in ad spend lost to technological restrictions, revenue that now reaches publishers and delivers better performance for advertisers.
- Microsecond decisioning at massive scale: Consumer AI tools like ChatGPT or Claude take seconds to respond, but programmatic advertising operates in fractions of a second. Using NVIDIA GPUs, PubMatic's AI-powered decisioning algorithms respond in microseconds, thousands of times faster than consumer AI applications, delivering greater accuracy and efficiency across trillions of daily decisions.
- Real-time insights that drive action: PubMatic processes live campaign data twice as fast and delivers insights 60% quicker by leveraging NVIDIA innovation, transforming analytics into a live feedback loop. This enables publishers to respond to optimisation opportunities as they emerge, not hours or days later, when revenue is already lost.
- Sustainable infrastructure for the future: This new technology reduces energy consumption by 30% while delivering superior performance, aligning with the industry's growing commitment to environmental responsibility without sacrificing results.
Powering AI innovation across the platform
This NVIDIA-powered transformation has enabled PubMatic's AI-powered product innovations throughout 2025.
This year, PubMatic launched AI-powered platforms for buyers and publishers, featuring generative and agentic AI capabilities that require accelerated computing technology. The buyer platform, uses natural language interfaces to simplify deals, forecasting, and optimisation. The publisher platform offers automated yield optimisation and real-time revenue insights. PubMatic Assistant with agentic AI detects yield anomalies instantly and surfaces optimisation opportunities, minimising manual work for publishers.
Recently, PubMatic released the industry's first open spec for agent-to-agent communication in programmatic advertising, allowing AI agents to collaborate on deal management and troubleshooting – cutting resolution time by 70%. It also launched generative AI deal management for private marketplace and guaranteed deals, reducing deal creation time by 87% to seconds. The company plans to continue expanding its use of NVIDIA technology, advancing a differentiated technology strategy rivalling what's available on walled gardens.
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