TCL ADS AND PUBMATIC SCALE CTV MONETIZATION IN LATIN AMERICA
TCL, founded in 1981 with headquarters in China, is one of the largest electronics manufacturers globally. With more than 240 million smart devices shipped worldwide and an international presence spanning The Americas, Europe, and Asia Pacific, TCL established its own global advertising monetization platform, TCL Ads, and is rapidly transforming from a leading hardware manufacturer into a global player in connected TV (CTV) advertising.
THE CHALLENGE
As TCL Ads expanded globally, Latin America offered vast potential but faced significant monetization challenges. CPMs lagged benchmarks, fill rates were inconsistent, and limited buyer awareness kept inventory undervalued. Reliance on smaller SSPs and open auctions restricted access to premium demand and the regional CTV expertise. Operational inefficiencies compounded the issue: extensive ads.txt authorizations risked reselling, and server-side ad insertion (SSAI) integration hurdles created DSP misclassification and invalid traffic concerns. Without stronger buyer relationships, standardized infrastructure, and verified transparency, TCL Ads struggled to establish credibility in a competitive LATAM video market. The team needed a global partner with deep local ties to raise pricing, stabilize revenue, and unlock incremental brand investment.
THE SOLUTION: PUBMATIC PMP
To overcome these barriers, TCL Ads selected PubMatic SSP and PMP solutions, with a focused push to bring programmatic scale, premium demand, and monetization clarity to its Latin American CTV inventory. Working together, TCL Ads and PubMatic activated Private Auctions and Programmatic Guaranteed deals, creating pathways for advertisers to confidently invest incremental budgets in TCL’s inventory. This approach reduced reliance on open auctions and unlocked direct brand spend that had previously been out of reach.
Beyond enabling new deal types, PubMatic also helped TCL Ads streamline its operations. Manual workload tied to authorizations and reporting was significantly reduced, with reporting automation alone saving the team more than ten hours each week. Fraud prevention and compliance were strengthened through the adoption of HUMAN IVT verification, while a new buyer allow list framework eliminated misclassification risks linked to SSAI setups. Crucially, PubMatic’s strong agency and DSP relationships in the region opened direct access to global advertiser budgets, securing incremental spend from brands such as P&G and Hyundai. By combining these operational gains with enhanced buyer trust, TCL Ads not only captured substantial new revenue but also strengthened its brand recognition and pricing power across the fast-growing LATAM CTV market.