PubMatic launches Creator Marketplace for CTV programmatic ads

PubMatic (Nasdaq: PUBM) has launched a Creator Marketplace designed to connect independent content creators' connected television inventory with programmatic and agentic advertising demand, the company said in a statement.

The marketplace is built on AgenticOS, PubMatic's agentic advertising platform, and is positioned to give independent creator-led media companies access to programmatic buyers that have historically operated within walled garden platforms. MeatEater, an outdoor lifestyle media company founded by Steven Rinella, is the first publisher partner to join the marketplace.

MeatEater has more than 7 million social media followers and over 2 million YouTube subscribers, and distributes content across FAST and AVOD platforms. The company said 32% of MeatEater's audience report making a purchase based on the creator team's endorsement.

The marketplace was developed in partnership with Holmes Media, which provides infrastructure for creator-led media companies to scale CTV inventory. FreeWheel serves as the inaugural ad server partner for the marketplace.

"With the surge of agentic advertising at PubMatic, we are seeing a new class of advertisers hungry for the type of highly-engaged, deeply-loyal audiences that these creators bring," said Nicole Scaglione, VP of CTV at PubMatic.

According to IAB research cited in the announcement, two in three digital video buyers are actively using or planning agentic AI campaigns in 2026. The global creator economy is estimated to exceed $250 billion, according to SharkPlatform data from March 2026.

PubMatic said additional creator-founded media companies are expected to join the marketplace in the coming months, with publishers spanning multiple content verticals.

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