Independent Agencies Gain Scaled, Premium Buying Power Through New PubMatic, Untapped Growth, and tvScientific Partnership
MWN-AI** Summary
Independent agencies are set to enhance their capabilities in the Connected TV (CTV) advertising space through a strategic partnership among PubMatic, Untapped Growth, and tvScientific. This collaboration aims to leverage AI technology, shared buying power, and real-time measurement, enabling independent agencies to activate campaigns faster, buy with greater transparency, and significantly improve their performance across premium CTV offerings.
The union combines PubMatic’s advanced AI-driven infrastructure and premium inventory, with Untapped Growth’s collective buying power tailored for independent agencies, and tvScientific’s innovative performance measurement platform. This alliance seeks to streamline the programmatic supply chain, removing obstacles that traditionally favored larger advertisers, thereby empowering independent agencies to compete effectively and innovate quickly within the CTV landscape.
Since the partnership's inception, Untapped Growth's member agencies have benefited from enhanced access to high-quality CTV supply, reduced campaign setup times, and improved performance transparency—elements crucial for effective digital advertising. The collaboration also introduces an innovative Model Context Protocol (MCP) that facilitates automated communication across systems, optimizing campaign delivery and minimizing troubleshooting time.
Level Agency, a member of Untapped Growth, exemplifies the advantages of this partnership by blending the sophistication of larger firms with the agility of independent ad agencies. With improved campaign performance metrics and competitive pricing enabled by the partnership, independent agencies can now achieve high-touch strategies, ensuring clients receive robust return on investment without sacrificing creativity.
This partnership illustrates a burgeoning trend in digital advertising, suggesting that independent agencies and mid-market brands are increasingly becoming pivotal players in the expanding CTV advertising ecosystem, projected to reach $33 billion in U.S. spending by 2025. The synergies formed through this alliance pave the way for a future where agile agencies can rival traditional giants in both pricing and accountability.
MWN-AI** Analysis
The recent partnership between PubMatic, Untapped Growth, and tvScientific marks a noteworthy shift in the advertising landscape, particularly for independent agencies in the Connected TV (CTV) space. By leveraging AI technology and enhanced buying power, this collaboration presents a unique opportunity for smaller agencies to compete on a much larger scale, traditionally dominated by major players.
With U.S. CTV ad spend projected to surge to $33 billion by 2025, independent agencies stand to benefit significantly from this new model. The integration of PubMatic’s AI-driven infrastructure with Untapped Growth's collective buying power not only streamlines the purchasing process but also enables real-time measurement and optimization of campaigns. This efficiency can yield better CPM rates, enabling agencies to provide premium video services while maintaining their agility and personalized approach.
Moreover, tvScientific’s patented performance measurement tools enhance the accountability of CTV as a digital marketing channel. By linking impressions to actual business results, agencies can quantify their campaigns' effectiveness, thus making CTV a legitimate full-funnel channel rather than a mere awareness play.
As independent agencies capitalize on this partnership, they can potentially unlock pricing efficiencies previously reserved for larger firms, enabling them to deliver enterprise-level performance without sacrificing their unique strengths. Companies like Level Agency exemplify how this model promotes a hybrid approach, merging the sophistication of large firms with the creativity and agility of independent shops.
Investors should watch this evolution closely, as the growth of independent agencies could disrupt traditional advertising structures, potentially leading to increased market share and enhanced profitability for those who adapt quickly to these new dynamics. As the landscape evolves, maintaining insight into these developments will be crucial for future investment strategies.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
AI technology, shared buying power, and real-time TV measurement come together to help independent agencies activate faster, buy with more transparency, and improve performance across premium CTV.
PubMatic (Nasdaq: PUBM), Untapped Growth, and tvScientific today announced a new partnership that strengthens how independent agencies buy and measure CTV. By bringing together modern AI infrastructure, direct access to premium inventory, and clear measurement, the companies are creating a more efficient, more transparent, and more effective way for independent agencies to drive results.
This collaboration combines PubMatic’s AI-powered infrastructure and premium inventory, Untapped Growth’s collective buying power for independent agencies, and tvScientific’s patented performance TV measurement platform – building a simpler, faster supply chain built around clarity and outcomes.
Together, the companies are helping independent agencies innovate faster, optimize smarter, and compete at scale across CTV and omnichannel environments, removing barriers that once favored only the largest buyers.
Over the past year, Untapped Growth agencies have expanded access to premium CTV supply, reduced setup friction, and improved visibility into how campaigns perform through PubMatic’s infrastructure and tvScientific’s real-time optimization and measurement.
Infrastructure That Moves at the Speed of Independent Agencies
“The programmatic supply chain was built 20 years ago, and over time, toll booths, not innovation, became the accepted business model,” said Kyle Dozeman, Chief Revenue Officer, Americas, PubMatic. “Now, a new era is underway. The AI revolution is creating an opportunity for fast-moving, independent agencies to disrupt. Together with Untapped Growth and tvScientific, we’re giving them the infrastructure to capitalize on it.”
Untapped Growth’s model brings together buying power from boutique agencies while preserving their independence and agility. Through PubMatic, members gain direct access to premium CTV inventory from publishers including Roku and A&E Networks, with simpler, more transparent campaign optimization powered by tvScientific AI.
“Our clients choose independent agencies because we move fast and think differently,” said Ryan Ricci, Co-Founder, Untapped Growth. “This partnership lets our members bring enterprise-level performance and accountability to every CTV campaign — without giving up the creativity, flexibility, or personal attention that define the independent advantage.”
AI Agents and the Next Leap in Speed
The collaboration represents one of the first commercial implementations of agentic AI within the digital advertising transaction layer, powered by PubMatic’s accelerated compute infrastructure and Model Context Protocol (MCP).
This protocol allows AI agents to communicate directly across systems, automating campaign setup and diagnostics, optimizing delivery, and reducing campaign troubleshooting time by up to 70%
tvScientific adds the performance layer that connects every impression back to business impact. “Together, we’re helping independent agencies drive outcomes on CTV and hold the channel to the same standard of accountability as digital performance media,” said Jason Fairchild, CEO and Co-founder, tvScientific. “By linking impression-level data with real business results, we’re turning CTV into a full-funnel performance channel, not just an awareness play.”
Accelerating Indie Agencies with Unified Infrastructure
Level Agency, a member of Untapped Growth, represents the new class of independent agencies benefitting directly from this partnership. Positioned as a “Goldilocks” partner for mid-market and enterprise brands, Level combines the sophistication of a large firm with the speed, creativity, and hands-on service of an independent shop.
By consolidating buying power, simplifying the supply path, and layering tvScientific’s measurement capabilities, Level is unlocking strong pricing and clearer performance visibility previously inaccessible to most independent agencies.
“For too long, brands had to choose between the scale of a giant aggregator and the agility of an independent partner,” said Patrick Patterson, CEO, Level Agency. “We believe that ‘good enough isn’t,’ and this partnership proves we don’t have to compromise. We are utilizing this unified supply chain to unlock pricing efficiencies that rival the largest holding companies. This allows us to combine great CPM rates with our high-touch strategy, driving accountability and epic wins for our clients in the complex CTV ecosystem.”
Expanding the Ecosystem
This partnership underscores a larger shift in digital advertising: growth is coming from market expansion, not consolidation. U.S. connected TV ad spend is projected to reach $33 billion in 2025, up nearly 16% year-over-year, according to eMarketer . Independent agencies and mid-market brands are a major force behind this surge, opening new budgets for premium video and performance-led campaigns.
By combining PubMatic’s AI-first infrastructure and inventory, Untapped Growth’s collective buying power, and tvScientific’s patented performance platform, the three companies are powering the next wave of growth — helping agile agencies scale faster, smarter, and more profitably across the open internet.
About PubMatic
PubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising's supply chain of the future. PubMatic's sell-side platform empowers the world's leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, PubMatic has leveraged an infrastructure-driven approach for efficient real-time data processing. By delivering scalable and flexible programmatic innovation, PubMatic improves outcomes for customers while championing a vibrant and transparent digital advertising ecosystem.
View source version on businesswire.com: https://www.businesswire.com/news/home/20251210289647/en/
Press:
Ashley Jacobson, Senior Director of Corporate Marketing, press@pubmatic.com
Broadsheet Communications for PubMatic, pubmaticteam@broadsheetcomms.com
FAQ**
How does the partnership between PubMatic Inc. PUBM, Untapped Growth, and tvScientific specifically enhance the transparency of CTV ad campaigns for independent agencies compared to traditional models?
What role does AI technology play in optimizing campaign setup and diagnostics within the new collaboration between PubMatic Inc. PUBM, Untapped Growth, and tvScientific?
In what ways does the unified supply chain created by PubMatic Inc. PUBM and its partners help independent agencies achieve pricing efficiencies typically reserved for larger competitors?
Considering the projected growth in U.S. CTV ad spend, how can independent agencies leverage the tools provided by PubMatic Inc. PUBM and its partners to capture new budgets effectively?
**MWN-AI FAQ is based on asking OpenAI questions about PubMatic Inc. (NASDAQ: PUBM).
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