A new partnership between PubMatic, Untapped Growth, and tvScientific aims to empower independent advertising agencies with scaled buying power, AI-driven infrastructure, and real-time measurement for connected TV (CTV). The collaboration combines premium inventory access, collective bargaining strength, and performance analytics to create a more efficient and transparent supply chain, enabling smaller, agile agencies to compete more effectively in the premium CTV market.
PubMatic, Untapped Growth, and tvScientific partner to empower independent agencies.
The alliance provides scaled, premium CTV buying power and transparent pricing.
It integrates AI infrastructure, collective buying, and real-time performance measurement.
Agentic AI automates campaign setup and diagnostics, cutting troubleshooting time by up to 70%.
Independent agencies gain access to inventory from publishers like Roku and A&E Networks.
The goal is to make CTV a full-funnel performance channel for agile buyers.
The partnership directly addresses a historic imbalance in the digital advertising ecosystem, where the largest holding companies have enjoyed significant advantages in scale, pricing, and data access. By uniting PubMatic's AI-powered sell-side platform and premium publisher inventory with Untapped Growth's model of aggregated independent agency buying power, the alliance levels the playing field. This is further enhanced by tvScientific's measurement platform, which ties CTV impressions directly to business outcomes, providing the accountability independent agencies need to prove value to clients.
"The AI revolution is creating an opportunity for fast-moving, independent agencies to disrupt. Together with Untapped Growth and tvScientific, we’re giving them the infrastructure to capitalize on it,” said Kyle Dozeman, CRO, Americas, at PubMatic.
A key technological innovation within the partnership is the commercial implementation of agentic AI in the advertising transaction layer. Utilizing PubMatic's accelerated compute infrastructure and the Model Context Protocol (MCP), AI agents can communicate across systems to automate campaign setup, optimization, and diagnostics. This integration has demonstrated a reduction in campaign troubleshooting time by up to 70%, granting independent agencies a significant operational advantage.
"This partnership lets our members bring enterprise-level performance and accountability to every CTV campaign — without giving up the creativity, flexibility, or personal attention that define the independent advantage,” said Ryan Ricci, Co-Founder of Untapped Growth.
The partnership reframes CTV from a pure brand-awareness channel into a measurable, performance-driven medium. tvScientific's layer connects impression-level data with real business results, enabling independent agencies to optimize campaigns in real-time and demonstrate clear ROI.
"By linking impression-level data with real business results, we’re turning CTV into a full-funnel performance channel, not just an awareness play," said Jason Fairchild, CEO and Co-founder of tvScientific.
This unified infrastructure is already being utilized by Untapped Growth member agencies like Level Agency, which reports achieving pricing efficiencies rivaling larger holding companies while maintaining high-touch, strategic service for mid-market and enterprise clients.
About PubMatic
PubMatic is an independent technology company maximizing customer value by delivering digital advertising's supply chain of the future. PubMatic's sell-side platform empowers the world's leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, PubMatic has leveraged an infrastructure-driven approach for efficient real-time data processing. By delivering scalable and flexible programmatic innovation, PubMatic improves outcomes for customers while championing a vibrant and transparent digital advertising ecosystem.
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