PubMatic, an independent technology company powering the digital advertising supply chain of the future, announced a strategic partnership with Spectrum Reach, the advertising sales division of Charter Communications. This collaboration is designed to expand demand, streamline ad buying, and enhance inventory curation across the Connected TV (CTV) landscape.
Through this alliance, PubMatic will provide advertisers with streamlined access to Spectrum Reach’s premium inventory, which spans over 450 streaming and traditional networks and publishers. Spectrum Reach is already one of the most robust streaming solutions in its service footprint—reaching nearly 90% of viewers, according to Comscore CTV household viewing data on internet-connected television content.
By tapping into PubMatic’s supply path optimization (SPO) framework and advanced programmatic infrastructure, this partnership brings Spectrum Reach closer to top-tier advertisers and agencies. It also enhances transparency and performance within programmatic CTV, combining local relevancy with nationwide reach.
“Our partnership with PubMatic gives brands and agencies a new path to execute their campaigns and allows us to transact with marketers in their preferred marketplace of choice,” said Jason Brown, Senior Vice President, Chief Revenue Officer for Spectrum Reach. “The combination of our premium streaming ad inventory across entertainment, live sports and news and PubMatic’s programmatic marketplace strengthens our ability to deliver more value and efficiency for our advertisers.”
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Key Benefits of the Partnership:
- Curated Premium Inventory: Advertisers gain access to Spectrum Reach’s premium CTV content, including local news, live sports, and entertainment, now seamlessly integrated into PubMatic’s CTV Marketplace.
- First-Party Data for Better Targeting: Buyers benefit from Spectrum Reach’s privacy-forward, first-party audience data, unlocking scalable addressable advertising with improved targeting and performance measurement.
- Marketplace Transparency: Enhanced visibility into ad placements gives advertisers greater confidence in media quality and alignment, reinforcing brand safety and compliance.
- Expanded Buyer Access: Spectrum Reach connects with PubMatic’s extensive global buyer network, including top brands and agencies, significantly increasing demand opportunities.
- AI-Driven Efficiency: PubMatic’s publisher-focused AI capabilities empower Spectrum Reach to boost monetization, simplify infrastructure, and optimize workflows, enabling more informed decisions and elevated audience engagement.
“We are thrilled to join forces with Spectrum Reach, a true innovator in the advertising space,” said Abbie Reichner, Regional VP, Customer Success, CTV at PubMatic. “As a trusted source of news and entertainment across the U.S., we are excited to help Spectrum Reach maximize their advertising revenue so they can continue to invest in valuable content creation. This collaboration will enable us to elevate programmatic advertising by providing advertisers with even more capabilities to reach their target audiences effectively and efficiently.”
Unlocking Value for Agencies and Marketers
This collaboration also creates new advantages for agencies leveraging PubMatic’s SPO, media curation, and sell-side data capabilities. Notably, dentsu, a global marketing leader and long-time PubMatic partner, will now gain direct programmatic access to Spectrum Reach’s inventory, further enhancing campaign reach and relevance.
“We are excited to see how this partnership with PubMatic will amplify the reach and impact of Spectrum Reach’s inventory,” said Cara Lewis, Chief Investment & Activation Officer for dentsu. “Streaming has unleashed powerful audience engagement opportunities, and by integrating Spectrum Reach’s premium CTV and addressable linear inventory with PubMatic’s advanced technology, we are poised to deliver unparalleled value to our clients.”