Publica launches Live Logs to provide real-time programmatic auction transparency

This launch standardizes demand path optimization (DPO) for CTV, bringing the technical maturity of legacy display advertising to the streaming ecosystem. By granting publishers granular visibility into bidder behavior and pricing, Publica reduces the information asymmetry typically found in programmatic supply chains. This transparency is critical as linear budgets transition to addressable TV, requiring higher confidence in inventory valuation. Moving forward, the industry should track if this increased transparency leads to a consolidation of SSP seats as publishers prune underperforming or opaque demand sources.

Since the launch of Live Logs, the CTV landscape has shifted toward deep integration between measurement and monetization. Per an August 2021 announcement, Integral Ad Science (IAS) acquired Publica for $220 million, positioning the company’s unified auction and ad serving technology at the center of IAS’s digital media quality mission. This integration has allowed major partners like Samsung Ads to leverage Publica’s technology for global ad serving across its Samsung TV Plus service, focusing on linear-like ad breaks and increased yield. Per a September 2025 announcement, the two companies extended this exclusive partnership to further scale transparent, performance-driven access to FAST inventory.

The broader market continues to deal with supply path optimization (SPO) and the need for standardized data. According to an Innovid 2025 insights report, while CTV impressions rose 18% in 2024, a significant gap remains between viewership and ad spend, often attributed to fragmentation and measurement challenges. In response, more publishers are adopting tools like Live Logs to combat ad fraud and operational complexity. Further consolidating the sector, IAS itself announced the completion of its $1.9 billion acquisition by private equity firm Novacap in December 2025, a move intended to accelerate its AI-powered optimization and transparency solutions for the global streaming market.