PubMatic debuts Activate, as the line between demand- and sell-side players continues to blur

Supply-path optimization, or SPO, has been one of the key themes in ad tech in recent years, as demand for more efficiency sets in and the curtain closes on ad tech’s initial halcyon days.

The latest gambit in this trend is PubMatic’s launch of Activate, an offering that promises advertisers a more direct route to market, and (equally) more revenue for publishers through the reduction of players in the supply chain.

Although, will the launch risk raising the ire of its demand-side platforms amid a series of moves that some interpret as an escalation of rivalry between traditional partners? 

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