Observed Signal · Sep 24, 2026 · Product Launch · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
PubMatic Adds Show-Level CTV Targeting via Silverpush Partnership
PubMatic and Silverpush have partnered to launch global episode-level contextual targeting for CTV inventory on PubMatic's supply-side platform. This integration allows buyers to curate ad inventory based on content context—such as genre, programme type, or brand safety—before bidding, without relying on cookies or user-level data. Advertisers can select from over 50 pre-built segments, applied pre-bid, across PubMatic's CTV supply, which includes 28 of the top 30 global streamers. Early results indicate improvements in brand awareness, consideration, conversion, and lower cost-per-view, with one WPP campaign achieving 20% higher conversion rates. PubMatic continues to offer audience-based targeting, but notes that combining both approaches may limit scale. The segments are now available globally via PubMatic and leading DSPs.
PubMatic's addition of show-level CTV targeting is a notable product enhancement but not industry-shifting; it's a competitive move in the growing CTV ad market.
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Key Takeaways & Evidence Grounding
- PubMatic and Silverpush announced global episode-level contextual CTV segments, enabling pre-bid targeting based on content context.
- The integration covers all CTV supply within PubMatic, including 28 of the top 30 global streamers.
- Buyers can select from 50+ pre-built contextual and brand-safety segments, applied pre-bid, without using cookies or user-level data.
- Early results show improved brand awareness, consideration, conversion, and lower cost-per-view, with one campaign achieving +20% higher conversion rates.
- PubMatic will continue offering audience-based targeting alongside contextual, though combining both may limit scale.
Connected Companies & Entities
4 Entities mapped“The new feature is made possible through a collaboration with Silverpush, an AI-based contextual data intelligence company....”
“PubMatic announced on Thursday that contextual targeting at the episode level is available to media buyers accessing streaming TV inventory ...”
“Jay O’Brien, group director at WPP Media, said buyers are 'finally getting to a place' where they can buy streaming TV ads based on context....”
“Jay O’Brien, group director at WPP Media, said buyers are 'finally getting to a place' where they can buy streaming TV ads based on context....”
Ontology Mapping & Concepts
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