Sony Selected PubMatic for PS5 Programmatic Advertising
The partnership gives advertisers direct access to premium in-stream video inventory on the Live TV on PS5 platform.
Updated on Oct. 6, 2026 in Advertising
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 to manage ad inventory on the Live TV on PS5 service. The agreement allows brands to reach audiences through existing demand-side platforms or PubMatic's unified interface.
Why it matters
Sony is looking to monetize its highly engaged PlayStation 5 user base by offering brands a direct, measurable path into premium connected television. This move reflects a broader industry push to leverage authenticated audience data for more efficient in-stream video ad targeting.
The partnership supports the Live TV on PS5 platform, which launched on August 31, 2026. The deal encompasses premium in-stream video inventory available for transaction across existing demand-side platforms.
The players
Sony Pictures Entertainment
A global film and television production and distribution subsidiary of Sony Group Corporation with a vast library of premium content.
PubMatic
A publicly traded sell-side advertising technology company that provides a software platform for digital publishers to manage ad inventory.
The details
PubMatic facilitates the connection by linking Sony's premium inventory and authenticated audience insights directly to global brands and agencies. Advertisers can execute campaigns via their preferred demand-side platforms or through PubMatic’s own unified platform, which utilizes an AI operating system called AgenticOS. The infrastructure supports specialized advertising vehicles, including private marketplaces and preferred deals.
Timeline
August 31, 2026: The Live TV on PS5 service officially launched.
October 6, 2026: The partnership between Sony Pictures Entertainment and PubMatic was announced.
Market Landscape
This partnership aligns with the industry-wide transition toward programmatic automation for premium connected television inventory. It marks a significant shift as large content owners move to consolidate ad-tech stacks to better capitalize on authenticated viewer data.
Brands and agencies should evaluate whether their current programmatic buying strategies can integrate with PubMatic's platform to access this new inventory. Expect future updates as Sony plans to roll out additional high-impact advertising experiences on the platform.
The takeaway
Large content platforms are increasingly prioritizing programmatic partnerships to capture higher-value ad revenue from console-based viewers. Operators should monitor the performance of these private marketplace deals to determine if similar direct-access inventory becomes a viable channel for their own media spend.
Further reading
For more on industry shifts in ad-tech, visit the Advertising section.
Live Poll
Do you trust that ad-supported streaming platforms provide a better experience for viewers?
