Sony Pictures Taps PubMatic to Sell Ads on LIVE TV for PlayStation 5

PubMatic, Inc. (NASDAQ: PUBM) said Tuesday that Sony Pictures Entertainment has named it the preferred programmatic advertising partner for LIVE TV on PS5. Sony’s streaming service launched on the PlayStation 5 on August 31, 2026. The deal gives advertisers programmatic access to logged-in PS5 users watching premium video inside the console, a hard-to-reach audience that is also valuable to advertisers.

Key Points

• Sony Pictures Entertainment named PubMatic its preferred programmatic advertising partner for LIVE TV on PS5.
• Advertisers can reach logged-in PlayStation 5 users through premium video delivered inside the console experience.
• The partnership runs on PubMatic’s unified platform, including its AgenticOS AI agents, Activate and Decision Fabric tools.
• The deal adds to PubMatic’s connected TV (CTV) push. Americas CTV revenue grew 25% in the second quarter.

PubMatic (NASDAQ: PUBM) Brings Console Viewers to Programmatic Buyers

Through PubMatic, buyers can discover audiences, curate inventory, activate campaigns and measure results with clear fee transparency. The partnership also supports preferred deals, private marketplaces and custom sponsorships, giving brands several ways to buy Sony’s inventory.

“Streaming gives us an opportunity to build something fundamentally different from linear and broadcast,” said Jason White, VP of Ads at Sony Pictures Entertainment.

PubMatic’s VP of CTV, Nicole Scaglione, framed the deal around trust. “By bringing Sony’s premium inventory into PubMatic’s unified platform, we’re combining quality with transparency,” she said.

AI Agents Power the Buying

The deal also puts PubMatic’s AI tools to work. AgenticOS uses more than 20 specialized AI agents and workflows to automate campaign planning and execution. Meanwhile, Activate lets buyers transact directly with publishers, and Decision Fabric plugs partner models and data into the process. As a result, Sony gets a single platform for both automated and direct deals.

CTV Momentum Builds at PubMatic (NASDAQ: PUBM)

The Sony win builds on a turnaround quarter. In its second-quarter report, PubMatic posted revenue of $78.6 million, up 11% year over year. That ended three straight quarters of decline and beat the company’s guidance of $68 million to $70 million. CTV revenue grew 13% globally and makes up about 20% of total revenue. PubMatic now works with 28 of the top 30 global streaming companies.

Profitability also improved. Adjusted EBITDA rose 38% to $19.6 million, a 25% margin, and free cash flow climbed 47% to $13.7 million. For the third quarter, PubMatic guided to revenue of $75 million to $77 million and adjusted EBITDA of $17 million to $19 million.

PubMatic is a member of the PRISM Comms and Media Index. The stock closed Monday at $18.66, giving the company a market value of about $871 million.