PubMatic connects independent CTV creators to programmatic and AI-driven demand

This marketplace solves a critical fragmentation issue by bridging the gap between niche creator influence and professional-grade ad tech. By providing creators with the same programmatic pipes used by major broadcasters, PubMatic allows performance-driven advertisers to use 'agentic' AI tools to buy at a scale that was formerly manual and siloed. This transition signals that the $250 billion creator economy is finally maturing from social media sponsorships into a core pillar of the broader CTV ecosystem. Watch for whether other major SSPs launch dedicated 'creator' tiers to capture spend migrating away from traditional social walled gardens.

The launch of PubMatic's marketplace reflects a wider industry pivot toward automating high-value video transactions to combat operational strain. In January 2026, PubMatic introduced AgenticOS, an AI-powered operating system designed to run autonomous advertising workflows. Per PubMatic, early deployments with agencies like WPP and Butler/Till reduced campaign setup times by 87% and manual troubleshooting by 70%. This move towards 'agentic' advertising—where AI agents autonomously plan and optimize bids—is supported by the IAB's 2026 Outlook Study, which found that two-thirds of advertisers are now prioritizing autonomous systems for ad buying in response to the increasing complexity of cross-platform streaming.

Parallel to these infrastructure shifts, FreeWheel reported in March 2026 that programmatic ad views grew 28% year-over-year in the U.S. as unique programmatic advertisers increased by 21%. This diversification of the demand pool is largely driven by the influx of ad-supported tiers from major streamers and the saturation of the FAST market. According to Gracenote data from late 2025, the number of FAST channels has grown 76% since 2023, reaching more than 1,850 active channels. Many of these channels are increasingly populated by creator-led content as influencers seek to diversify revenue beyond social platforms.

This maturation of the creator economy into CTV is further evidenced by shifts in monetization strategies. Per The Current, creator participation in traditional direct brand deals was projected to drop from 94% to 78% by 2026 as they pivoted toward long-form, programmatically-supported content on platforms like Tubi and Prime Video. As advertisers forecast that 50% of all CTV spending will be programmatic in 2026, the arrival of tools like the Creator Marketplace provides the necessary measurement and operational consistency required to move social-born audiences into the premium television fold.