Digital
Driven by global momentum, PubMatic brings activate to APAC
Mumbai: PubMatic (Nasdaq: PUBM), an independent technology company delivering digital advertising’s supply chain of the future, has announced the availability of its newest offering, Activate, in the Asia-Pacific region. PubMatic’s new end-to-end supply path optimization (SPO) solution allows buyers to execute non-bidded direct deals on PubMatic’s programmatic platform, accessing premium video and CTV inventory at scale.
Since launching in the US and EMEA in May, Activate has gained traction across every region, with an active pipeline of more than 50 advertisers, agencies, and campaigns live through multiple global agency holding companies. Following this success, the solution is being launched in the Asia-Pacific region with partners including dentsu APAC, iQIYI, KINESSO India, Madison Digital, and Wishmedia.
Activate represents a new industry paradigm by creating a single layer of technology that directly connects buyers and sellers of digital media. Activate allows a smooth shift from conventional direct transactions to programmatic private marketplace (PMP) or programmatic guaranteed (PG) deals. The platform gives media buyers more control over their omnichannel video investments by facilitating transactions across PubMatic’s premium CTV and online video inventory within a unified platform.
“PubMatic’s launch of Activate in the Asia-Pacific region marks a significant milestone in our efforts to revolutionize the industry’s programmatic marketplace,” said PubMatic CEO & co-founder Rajeev Goel. “Activate is an extension of our successful SPO strategy that addresses advertiser demand for solutions that deliver a better return on video and CTV investments.”
“At dentsu, we prioritize adtech maturity, focusing on transparency and control in the programmatic supply chain for efficient, high-quality media delivery. Our partnership with PubMatic plays a pivotal role in our supply curation and SPO practices,” said dentsu APAC chief product officer Sunil Naryani, who supports the Carat, iProspect, and dentsu X agencies in the region. “With PubMatic’s Activate, we anticipate delivering enhanced value to our clients by bridging the gap between buyers and sellers and further streamlining the supply chain, unlocking opportunities to maximize working media for their video and CTV investments.”
“iQIYI is a long-time partner of PubMatic. Together we are committed to delivering innovation in the CTV ecosystem,” said iQIYI international business development & general manager of sales operation Andy Sun. “We’re excited to be a launch partner for PubMatic’s Activate solution and look forward to continuing to work closely together to drive effective programmatic CTV advertising.”
“PubMatic is a key player in the programmatic ecosystem, and we’re excited to explore how Activate can benefit our CTV clients,” said KINESSO India business head Paras Mehta.
“PubMatic is a valuable partner across India, helping us deliver transparent and effective solutions for advertisers,” said Madison Digital general manager & head of programmatic Suchi Jain. “We’re excited to see their continued innovation in streamlining video and CTV buying for our clients.”
“Wishmedia is dedicated to providing advertisers in Korea with best-in-class digital advertising solutions,” said Wishmedia COO Meejoo Na. “We’re thrilled to be a launch partner for PubMatic’s Activate and look forward to our clients benefiting from a more efficient digital supply chain, and greater ROI on their video and CTV spend.”
Non-programmatic insertion orders are expected to account for almost 60 per cent of CTV and 18 per cent of online video transactions by the end of 2023, according to industry estimates. Activate represents a nearly $65 billion expansion of PubMatic’s total addressable market.
Built leveraging technology from PubMatic’s 2022 acquisition of Martin, Activate is fully integrated into PubMatic’s growing software suite, including the PubMatic Sell-Side Platform and Connect.
Digital
Nembharat ride-booking app to launch with zero commissions
WEML unveils prepaid platform eliminating surge pricing, aims to stabilise driver earnings and fix fares for passengers.
MUMBAI: Ride-hailing in India is about to get a fare shake-up because when commissions vanish, the only thing surging might be driver smiles. World Economic Mobility Limited (WEML), governed by the Narayanihiti Trust, is gearing up to launch Nembharat, a new ride-booking app that scraps driver commissions and passenger surge pricing entirely. The prepaid, cashless platform promises drivers keep 100 per cent of their earnings while commuters enjoy fixed, predictable fares no dynamic pricing surprises.
The move lands amid ongoing tension in the sector: driver strikes over low take-home pay, passenger gripes about safety and erratic fares, and mounting regulatory scrutiny on platform accountability and gig-worker protections. Nembharat positions itself as a national transport network that integrates cabs, auto-rickshaws, and other modes under uniform safety standards aligned with Central Consumer Protection Authority (CCPA) guidelines.
WEML director and CEO Deepak K. Shah said, “Our platform will address the lack of income predictability for gig workers. Nembharat is built to provide clear details on driver pay and passenger costs.”
WEML director and COO Kanchi Sharma added, “This system aligns with CCPA guidelines and acts as a tool to balance workforce standards with consumer protection.”
By removing the subscription and commission layer that dominates existing apps, WEML is betting on a leaner model that offers stability for fleet owners, individual drivers, and everyday riders alike. Whether it can scale across India’s chaotic roads and win over users tired of the status quo remains the real test but on paper, it’s aiming to turn every ride into a fair deal for both sides.
No launch date has been announced yet, but the promise is clear: in Nembharat’s world, the journey costs what it should nothing more, nothing less.
