This year marks ten years since PubMatic opened its operations in Italy. Over the past decade, we’ve established a strong and consistent presence in a market historically shaped by programmatic direct (PMPs, PGs) and dominated by large tech platforms. We’ve done so by staying true to our positioning as an independent, innovation-led supply-side platform focused on transparency, efficiency, and local partnerships.
Our recent PubAcademy in Milan offered us an opportunity to reflect on this journey, and to exchange perspectives with some of the industry’s top voices. The message we heard, and shared, was clear: long-term value is only possible when technology, transparency, and trusted relationships go hand in hand.
How We Got Here: Innovation at the Core
PubMatic has always been at the forefront of programmatic innovation. From pioneering the use of header bidding when others were still relying on waterfall setups, to shaping clean supply paths and driving the emergence of transparent frameworks, since our start we’ve continuously challenged the market to move forward.
Crucially, we’ve done this while keeping an open model that prioritizes interoperability and synergy between partners. This independent approach, free from self-preferencing and walled gardens, has allowed us to unlock real value, not just for publishers, but for the entire programmatic supply chain, including buyers, advertisers, and data partners.
Global Vision, Local Execution
PubMatic’s success in Italy wasn’t accidental. From the start, we’ve led the way in introducing and scaling technologies like header bidding well ahead of the competition – creating fairer auctions and bringing better monetization to publishers. We’ve explored cutting-edge frameworks that enable transparency and efficiency for buyers while opening new revenue streams for data and inventory partners.
Despite operating in a challenging ecosystem, we remained focused, and while many followed suits, we pioneered change.
What made the difference?
We understood early on that global vision needs local execution. Our teams listened, learned, and delivered responses tailored to the needs of our publisher and agency clients here in Italy. Whether it was unlocking better yield for media owners or enabling buyers to achieve performance with precision, we partnered closely with the market to co-create custom solutions.
The Importance of Quality and Media Supply Curation
In today’s fragmented programmatic ecosystem, media quality is a key performance driver. Success depends not just on access to inventory, but on activating it in relevant, brand-safe environments. That’s where curation comes in.
At PubMatic, we embraced curation early, long before it became an industry buzzword. Our focus has always been on delivering more than just infrastructure: we help create high-impact environments aligned with both buyer objectives and publisher strengths.
Curated deals aren’t simply routing tools: they’re tailored value exchanges built around specific needs like audience, context, sustainability, and brand safety. When well-executed, they offer more transparent, efficient paths to premium inventory.
But transparency is critical. Without clear insight into where impressions run, risks grow, and performance suffers. In fact, the same ad, served in two different contexts, can produce vastly different outcomes. Hence, trusted environments truly matter.
For buyers seeking better returns and publishers aiming to unlock more value, curation strikes the balance between scale and precision. It enables smarter planning through seller-defined signals and reinforces the SSP’s role as a strategic partner.
The Value of Long-Term Partnerships
One of the key lessons I’ve learned is that strong, long-term partnerships are built not only on delivery and budget alignment, but on trust and a shared vision.
Of course, short-term pressures, from quarterly targets to campaign deadlines, are always present. But it’s when we work with partners and clients who are willing to look beyond the immediate, who see value in building for the long term, that we create the most meaningful impact.
In fact, some of our most valuable insights and product developments have come when our partners challenge us, pushing us out of our comfort zone, asking for solutions that don’t yet exist, and trusting us to explore new paths with them. This is where innovation happens.
Looking Ahead
As the media landscape continues to evolve, with new tech stacks, shifting KPIs, and the transition to cookieless environments, our mission in Italy remains the same: to help our partners grow through transparent infrastructure, scalable programmatic tools, and a deep understanding of the local market.
Over the years, PubMatic has consistently driven progress across the programmatic ecosystem, developing solutions that prioritize performance, transparency, and long-term value. As we’re now embracing the next wave of transformation, powered in large part by AI, we understand how artificial intelligence is becoming a core enabler across our business: streamlining operations, enhancing inventory quality, and unlocking deeper insights for buyers and publishers alike. It allows us to move faster, work smarter, and deliver more precise results at scale.
We’re excited to shape the future of programmatic by combining human expertise with AI-driven intelligence, and continuing to grow, together with our partners.
Thank you to all our partners. We wouldn’t be here without you. And we look forward to what we’ll achieve next together.
