Sony picks PubMatic to monetise Live TV on PS5
PubMatic becomes the preferred programmatic advertising partner for the console's streaming service.
Sony Pictures Entertainment selected PubMatic on October 6, 2026, as its preferred programmatic advertising partner for "Live TV on PS5". The advertising technology company will work with Sony's advertising unit to offer connected television inventory to agencies and brands globally.
Launched on August 31, 2026, LIVE TV on PS5 delivers premium video to logged-in PlayStation 5 console users. Advertisers will be able to buy inventory through existing demand-side platforms or activate campaigns directly through PubMatic's unified platform, which uses its AgenticOS suite of more than 20 specialized artificial intelligence agents.
Streaming gives us an opportunity to build something fundamentally different from linear and broadcast. Our PlayStation audiences are highly engaged and highly loyal, but they have historically been difficult for many advertisers to reach. Partnering with PubMatic brings our premium inventory and authenticated audience insights closer to brands, agencies and performance-focused advertisers seeking more direct and measurable ways to invest in connected television.
Initial commercial options will focus on premium in-stream video for brand and performance campaigns. The partnership will also support preferred deals, private marketplaces, and custom sponsorships on the console service.
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