PubMatic today announced the latest results of a multi-year integration of Nvidia technology to leverage accelerated computing for programmatic advertising’s unique requirements across the open internet.
PubMatic and Nvidia
By working with Nvidia as an early adopter through an iterative process of testing, data sharing and solution refinement, this infrastructure overhaul delivers AI processing up to five times faster than traditional systems, helping publishers recover ad spend lost to latency and timeouts, while unlocking AI-driven optimisation strategies that were previously possible only within walled gardens.
This collaboration represents a new model for bringing advanced AI capabilities to the open internet. Until recently, running AI at this scale required the massive infrastructure investments that only the world’s largest technology companies could afford.
With Nvidia solutions tested and integrated across PubMatic’s owned and operated infrastructure, PubMatic is driving significantly higher digital performance across the open internet.
“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 optimising 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.”
PubMatic has optimised a range of Nvidia technologies across its global infrastructure, each powering a different part of the advertising supply chain.
How AI infrastructure changes programmatic advertising
Levelling the playing field
PubMatic helped pioneer the owned and operated ad tech infrastructure, creating a significant moat in building proprietary AI functionality.
By collaborating with Nvidia to optimise for programmatic advertising’s unique instant decision-making requirements and deploying its market-leading technology across this foundation, PubMatic can once again lead the industry through its AI transformation while widening its competitive moat with accelerated computing across hardware and software layers.
This capability would require public cloud-dependent competitors to fundamentally rebuild their architecture.
How PubMatic’s Nvidia-powered AI cloud infrastructure can deliver:
Unlocking lost revenue: The new technology reduces inference latency from the industry standard of 5-10 milliseconds to approximately 1 millisecond, achieving 85% fewer auction timeouts.
This unlocks millions in ad spend lost to technological restrictions, revenue that now reaches publishers and delivers better performance for advertisers.
Microsecond decisioning at massive scale: Consumer AI tools like ChatGPT or Claude take seconds to respond, but programmatic advertising operates in fractions of a second.
Using Nvidia GPUs, PubMatic’s AI-powered decisioning algorithms respond in microseconds, thousands of times faster than consumer AI applications, delivering greater accuracy and efficiency across trillions of daily decisions.
Real-time insights that drive action: PubMatic processes live campaign data twice as fast and delivers insights 60% quicker by leveraging Nvidia innovation, transforming analytics into a live feedback loop.
This enables publishers to respond to optimisation opportunities as they emerge, not hours or days later, when revenue is already lost.
Sustainable infrastructure for the future: This new technology reduces energy consumption by 30% while delivering superior performance, aligning with the industry’s growing commitment to environmental responsibility without sacrificing results.
Industry Impact
PubMatic’s integration of Nvidia technology represents a fundamental shift in the digital advertising supply chain.
By deploying accelerated computing across its owned and operated platform, the company is democratising AI capabilities previously available only to walled gardens – processing trillions of daily ad decisions with five times faster performance, and 85% fewer auction failures due to latency or timeouts, which have been widely accepted as an inevitable part of the bidding process.
Publishers and advertisers don’t need to cede control and economics to access advanced technology. They can compete on technological capability, not just scale, strengthening the competitive dynamics of the open internet.