PubMatic Unveils AI-Powered Publisher Platform to Supercharge Ad Revenue
by on 18th Sep 2025 in News
PubMatic has launched its AI-powered monetisation platform, purpose-built to put publishers back in control of their yield, data, and demand. As artificial intelligence disrupts traditional traffic sources and monetisation models, publishers are leaning into technology partners like PubMatic to innovate and create sustainable business solutions and tools.
The unified platform combines three core capabilities that directly impact publisher bottom lines: automated revenue optimisation, first-party data monetisation, and direct access to high-value media budgets.
The new reality: Publishers as strategic innovators
Publishers are actively shaping the future of the open internet, transforming from passive inventory suppliers to strategic partners with advertisers, offering targeted, transparent advertising solutions.
"The myth of the passive publisher is over," said Rajeev Goel, co-founder and CEO of PubMatic. "Media owners must embrace innovation now more than ever. Publishers are the true value creators of the open internet and our new AI platform helps publishers gain transparency and insights to attract advertisers and control their monetisation for sustainable revenue streams from their content.”
AI-powered revenue control: Built-in, not bolted on
PubMatic provides publishers with transparent, customisable tools powered by a sophisticated AI large language model (LLM) informed by insights from 842 billion daily ad transactions, allowing for natural language interactions and precise programmatic actions. It uses a modular AI architecture separating business logic from underlying optimisation models designed for scalability, efficiency, and complexity. The framework separates agent logic from underlying models, ensuring platform independence across various LLMs, all under safety guardrails.
The platform delivers three revolutionary capabilities:
1. PubMatic assistant-powered deal management
The platform integrates PubMatic Assistant, enabling publishers to explore natural language interfaces to streamline deal setup (currently rolling out) for PMP and PG deals. A request like "set up a programmatic guaranteed deal for premium automotive video" automatically configures deal parameters. The AI-driven platform streamlines deal setup, troubleshooting, reporting, monitoring, and marketplace creation, boosting operational efficiency and revenue. Real-time analytics flag issues in seconds, with AI offering root cause analyses and actionable checklists.
2. First-party data monetisation at scale
PubMatic's Connect helps publishers turn first-party data into revenue through AI-enhanced integrations, contextual enrichment, and activation that goes beyond standard SSP functionality. Its AI surfaces audience insights and patterns, empowering publishers to curate and package their own data to help buyers optimise campaigns. Additionally, Activate enables publishers to securely extend audiences and package data for off-site activation on the open internet, maintaining control over data access and monetisation.
3. Transparent, omnichannel demand access beyond walled gardens
Only PubMatic combines AI-powered insight with auction visibility, providing publishers with real-time analysis of demand, brand suitability, and market trends. Its AI assesses publishers' health against peers, helping identify performance gaps, revenue opportunities, and market positioning. This is paired with SPO-aligned demand channels, exclusive media integrations, and Activate’s premium inventory activation, enabling publishers to monetise premium audiences efficiently and access high-value demand sources for additional revenue beyond what other SSPs can offer.
The big picture
The launch targets a massive global market opportunity: digital advertising revenue is expected to reach USD$770bn (£566.2bn) in 2025, up 12% annually (eMarketer), yet walled gardens continue to capture the majority of digital advertising spend, leaving billions in untapped revenue potential for publishers who can effectively compete for advertiser budgets on the open internet.
As demand for transparent and accountable advertising solutions drives how media budgets are allocated, publishers with the right technology can turn the open internet's addressable market into a premium frontier where brands seek authentic audience connections, transparent performance metrics, and measurable ROI. Using PubMatic's AI-powered platform, publishers can provide buyers with premium inventory access, granular control over brand safety parameters, transparent auction dynamics, and superior performance in this dynamic landscape.
Availability and next steps
The platform is now available to PubMatic's global network of nearly 2,000 publishers across CTV, mobile, display, and emerging formats. Publishers interested in receiving a personalised demo should contact us, or visit http://pubmatic.com/publishers.
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