Sony Pictures Entertainment has selected PubMatic as its preferred programmatic advertising partner for Live TV on the PlayStation 5. The partnership integrates PubMatic's unified platform with Sony's console inventory to provide advertisers with access to authenticated audience insights and programmatic buying capabilities.
This partnership signals a shift in how console manufacturers monetize non-gaming content by applying sophisticated ad-tech stacks to live streaming environments. By integrating PubMatic’s Activate and Decision Fabric tools, Sony is positioning the PlayStation 5 as a high-value CTV endpoint rather than just a gaming peripheral. This move forces traditional streaming platforms to compete for ad spend against highly engaged, logged-in console audiences that offer superior identity signals. As the market fragments, the ability to provide transparent, AI-driven measurement will be the differentiator for hardware-based streaming services. Watch for Sony to expand these programmatic formats beyond in-stream video into interactive console-native ad units.
Sony Pictures Entertainment has partnered with PubMatic to enable programmatic advertising on its PS5 Live TV service. By integrating PubMatic’s ad-tech, Sony allows advertisers to reach authenticated console users with measurable CTV metrics. This move transforms the PlayStation 5 into a high-value advertising endpoint, challenging traditional streaming platforms for performance-focused ad budgets.
Sony Pictures Entertainment has selected PubMatic as its preferred partner to manage programmatic advertising for its Live TV environment on the PlayStation 5.
PubMatic provides its unified platform, including AgenticOS with 20 AI agents, as well as Activate and Decision Fabric tools to support audience discovery, fee transparency, and measurement.
The Live TV feature on the PlayStation 5 launched in August 2026.
The partnership supports multiple transaction models, including preferred deals, private marketplaces, and customized sponsorships.
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