PubMatic media activation platform Activate sees 6x growth in customer count YoY in 2024

According to the agency, all ‘Big Six’ advertising agencies now utilize Activate as a media activation tool

by e4m Staff
Published: Jan 14, 2025 12:24 PM | 2 min read

PubMatic has announced that its media activation platform, Activate has achieved nearly 6x growth in customer count and nearly 5x in campaign count year-over-year in 2024.

All “Big Six” advertising agencies now utilize Activate as a media activation tool or as a central technology to their own media buying solutions, PubMatic has said.
Activate is now available across all global customer regions, including North America (NTAM), Latin America (LATAM), Europe, Middle East, Africa (EMEA), and Asia Pacific (APAC).

“During one of our first campaigns on Activate, we saw impressive results, including a 20% improvement in pricing,” says Ant McDonagh, Chief Trading Officer at dentsu in PubMatic’s Executive Dialogue video series. “Activate’s direct link with publishers and the higher match rates when partnering directly on sell-side targeting are delivering results. Agencies have a responsibility to drive the value of every impression and Activate helps us achieve that balance by delivering both cost efficiency and high engagement.”

The agency further said that Activate’s recent collaboration with dentsu’s Merkury for Media platform showcases its ability to form tailored partnerships.

“Activate is transforming how buyers approach programmatic advertising,” said Kyle Dozeman, Chief Revenue Officer, Americas at PubMatic. “By bringing buyers and publishers closer together and streamlining the supply chain, Activate delivers unparalleled efficiency, transparency, and control. We are committed to continuous innovation and enhancing Activate’s capabilities to empower advertisers to achieve their business goals.”