In a major technological overhaul aimed at democratizing artificial intelligence for the entire digital advertising ecosystem, PubMatic has announced the results of a multi-year integration with NVIDIA. The collaboration has equipped the independent ad tech company with an accelerated computing infrastructure that delivers AI-powered advertising decisions up to five times faster than traditional systems. This advancement is poised to level the competitive landscape, allowing independent publishers on the open internet to access AI-driven optimization capabilities that were previously the exclusive domain of walled gardens.
This partnership represents a new model for bringing elite AI capabilities to the broader market. Until now, the massive infrastructure investments required to run AI at this scale were only feasible for the world’s largest technology companies. By working closely with NVIDIA through an iterative process of testing and refinement, PubMatic has re-engineered its owned and operated infrastructure to handle the unique, high-speed demands of programmatic advertising. This helps publishers recover significant ad spend previously lost to processing delays and auction timeouts, while unlocking more sophisticated optimization strategies.
Marketing Technology Insights: Marketbridge Doubles Footprint in Europe With Acquisition of Revere
“We’ve always believed that technology should empower the many, not just the few,” said Mukul Kumar, Co-Founder & President, Engineering, PubMatic. “This collaboration with NVIDIA exemplifies how innovation happens, through iterative testing, shared real-world performance data, and truly optimizing for programmatic advertising’s unique challenges. This transformation with NVIDIA gives independent publishers and the open internet access to previously unattainable AI capabilities. When independent publishers are empowered to compete on equal technological footing, consumers get more diverse content, advertisers get better outcomes, and the open internet remains open.”
The company has strategically deployed a range of NVIDIA technologies across its global infrastructure. This includes NVIDIA L40S GPUs to power real-time ad decisioning for streaming media, NVIDIA Triton Inference Servers to serve ad requests more efficiently, and the NVIDIA RAPIDS Accelerator for Apache Spark to deliver lightning-fast analytics. The new infrastructure has dramatically reduced inference latency from the industry standard of 5-10 milliseconds down to approximately one millisecond, resulting in 85% fewer auction timeouts and unlocking millions in previously lost revenue. While consumer AI tools like ChatGPT can take seconds to respond, PubMatic’s algorithms now operate in microseconds, delivering greater accuracy across trillions of daily decisions.
Marketing Technology Insights: Akilesh Bapu Joins Hightouch To Lead Generative AI Product Development
This powerful new foundation has been the engine behind a series of AI-powered product innovations launched by PubMatic throughout 2025. This includes new platforms for both buyers and publishers that feature generative and agentic AI capabilities, a Live Sports Marketplace capable of handling the massive and unpredictable surges in viewership common to major streaming events, and the industry’s first open specification for agent-to-agent communication. This technological transformation is not only driving performance but also sustainability, reducing energy consumption by 30% while delivering superior results. By deploying this advanced technology across its proprietary infrastructure, PubMatic has created a significant competitive advantage and is democratizing the tools necessary for the open internet to thrive.
Marketing Technology Insights: Key Content by MarketFully Launches Adaptive Creation
For media inquiries, you can write to our MarTech Newsroom at sudipto@intentamplify.com
