Wisevoter
U.S.

Sony Pictures Selected PubMatic for Programmatic Advertising

The partnership will manage programmatic ad sales for the Live TV on PS5 platform across the United States.

Updated on Oct. 6, 2026 in Advertising

Intricate server racks and fiber optic cables in a data center illuminated by cool blue lights.
Sony Pictures Entertainment has selected PubMatic as its primary partner to manage programmatic advertising sales for its Live TV on PS5 platform. AI Illustration. Upload story photo >

Live Poll

Do you trust that ad-supported streaming platforms provide a better experience for viewers?

Sony Pictures Entertainment has named PubMatic its preferred programmatic advertising partner. The agreement focuses on delivering premium in-stream video advertising to audiences using the Live TV on PS5 service.

Why it matters

Sony aims to provide brands with direct access to highly engaged PlayStation 5 users. Advertisers are increasingly seeking measurable pathways into premium connected television inventory.

The partnership covers the Live TV on PS5 platform, which launched on August 31, 2026. PubMatic supports transactions through existing demand-side platforms (DSPs) and its own AI-powered AgenticOS operating system.

The players

Sony Pictures Entertainment

This is a global television and film production studio that produces and distributes content for various media platforms.

PubMatic

This is a technology company that provides a sell-side platform for digital advertising and programmatic media transactions.

The details

PubMatic will connect Sony's premium in-stream video inventory and audience insights to agencies and brands worldwide. Advertisers can utilize private marketplaces, preferred deals, or the company's unified platform to reach these viewers.

Timeline

  1. Live TV on PS5 launched on August 31, 2026.

  2. The partnership was formally announced on October 6, 2026.

Market Landscape

This deal reflects a broader trend of major entertainment studios consolidating their programmatic ad operations to better monetize connected television services. It positions PubMatic to capture increased ad spend from brands targeting high-value gaming and streaming audiences.

Viewers using the Live TV on PS5 service may see more targeted and relevant video advertisements during their programming. The integration aims to streamline the ad-buying process, potentially improving the overall quality and variety of sponsored content on the platform.

The takeaway

This partnership highlights the growing importance of authenticated audience data in the connected TV advertising market. Companies are increasingly prioritizing AI-driven platforms to maximize the value of premium digital inventory.

Further reading

For more on industry shifts in digital ad placement, visit Advertising.

Live Poll

Do you trust that ad-supported streaming platforms provide a better experience for viewers?