Butler/Till leveraged PubMatic's AI-powered platform to increase reach and efficiency for a pharmaceutical client. The platform utilized advanced supply-side targeting to achieve these results.
The immediate takeaway is that supply-side targeting is being positioned as a practical way to improve both reach and efficiency for pharma campaigns. PubMatic frames the result as a use case for its AI-powered platform, with Butler/Till as the agency applying it on behalf of a pharmaceutical client. For the broader ad-tech stack, this underscores how targeting decisions are moving closer to the supply side rather than relying only on downstream optimization. The concrete signal to watch is whether PubMatic publishes additional case studies showing similar reach and efficiency results across other advertisers.
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