PubMatic, a leading independent ad tech company, announced the launch of its AI-powered Live Sports Marketplace on July 17, 2025, in Redwood City, California. Partnering with FanServ, the platform enables real-time targeting of specific game moments across streaming services, leveraging proprietary AI for granular event-level curation. With live sports activity tripling in the first half of 2025, the marketplace addresses the growing demand for precision advertising in the $30 billion digital sports ad market. As shown in the finance card above, PubMatic’s stock price is currently $12.77, reflecting a year-to-date decline from $14.69 in December 2024.
PubMatic launches AI-powered Live Sports Marketplace on July 17, 2025, with FanServ as premier partner.
Enables real-time targeting of game moments across NBA, WNBA, MLB, NHL, and more.
Stock price at $12.77, with a market cap of $663.45M and 55%+ SPO activity in Q1 2025.
Tripled live sports activity in H1 2025, surpassing all of 2024’s volume.
Integrates with publishers like MLB, FuboTV, DirecTV, Spectrum Reach, and Roku.
Addresses fragmented streaming and viewership spikes with scalable AI solutions.
The Live Sports Marketplace, launched on July 17, 2025, uses PubMatic’s proprietary AI to analyze live game data, enabling advertisers to target high-engagement moments—like a game-winning shot—across streaming platforms. “This revolutionary technology transforms fragmented live sports inventory into programmatically accessible, of-the-moment opportunities,” said Nicole Scaglione, VP of CTV and Online Video at PubMatic. The platform’s partnership with FanServ provides access to premium inventory from NBA, WNBA, MLB, NHL, and NWSL, including exclusive local programming for teams like the Minnesota Twins, Colorado Rockies, and Cleveland Guardians.
PubMatic’s sports advertising business has seen explosive growth, tripling in the first half of 2025 compared to 2024 and surpassing its entire 2024 activity in just six months. The marketplace unifies inventory from major publishers like MLB, FuboTV, DirecTV, Spectrum Reach, and Roku, covering major leagues and alternative sports like surfing, pickleball, and cricket. Recent partnerships, such as with TCL for live sports streaming and the FIFA Club World Cup monetization, highlight PubMatic’s strategic focus on the 114.1 million digital sports viewers projected for 2025, per eMarketer.
The platform addresses critical challenges in programmatic sports advertising:
Event-Level Precision: AI targets specific games, teams, or moments, maximizing campaign relevance.
Dynamic Scheduling: Real-time TV schedule analysis ensures ads align with high-impact moments.
Viewership Spike Management: Proprietary infrastructure handles unpredictable surges, ensuring reliable ad delivery.
Scalability and Automation: Supports manual flexibility and future automation for streamlined workflows.
“FanServ was built by fans, for fans, and now, with PubMatic, we’re redefining how brands reach and engage fans,” said Brad Friedman, CEO of FanServ. The platform’s ability to mitigate wasted spend during low-engagement moments addresses a key pain point, as traditional programmatic buying often fails to prioritize high-attention periods.
As seen in the finance card above, PubMatic’s stock price is $12.77, down from a 1-month high of $13.79 but up 9.9% from $11.61 a month ago. Its Q1 2025 results reported a 20% increase in omnichannel video revenue, with CTV revenue up over 50% year-over-year, driven by platforms like Activate, which saw 55%+ of total activity from supply path optimization (SPO). The Live Sports Marketplace builds on PubMatic’s AI-driven buyer platform, launched in May 2025, which integrates with 1,900 premium publishers and 821 billion daily ad impressions. Posts on X reflect strong sentiment, with users praising the platform’s precision targeting capabilities.
PubMatic’s AI-powered Live Sports Marketplace, in partnership with FanServ, sets a new standard for digital sports advertising by delivering real-time, precise, and scalable solutions. As digital viewership surpasses traditional TV, the platform positions PubMatic to capture significant market share in the rapidly evolving CTV landscape.
Fanserv pairs the power of sports with the promise of digital by unifying inventory, enabling granular targeting, and providing unparalleled analytics. As the exclusive monetization partner for premiere teams, leagues, and federations, Fanserv delivers seamless monetization solutions purpose-built for live sports.
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, our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.
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