How We Scaled PMP and Buyer Relationships with PubMatic's Access Membership

Key insights

5 takeaways

01
Overwolf joined PubMatic’s Access Membership program in 2024 to enhance its programmatic strategy and strengthen relationships with advertisers.
02
The collaboration focused on educating buyers about Overwolf’s specific in-play advertising formats to drive incremental revenue growth.
03
Participation in the program enabled Overwolf to unlock additional Private Marketplace (PMP) revenue streams through closer engagement with PubMatic’s in-house advertising solutions team.
04
PubMatic’s sell-side platform infrastructure supports digital content creators by enabling real-time data processing and flexible programmatic innovation across various ad formats and devices.
05
Overwolf Ads was recognized as a finalist for the 'Most Innovative Technology Platform' at the 2026 Digiday Awards for its work in scaling in-game advertising.

Summary

Overwolf utilized PubMatic’s Access Membership program in 2024 to enhance its programmatic advertising strategy and scale Private Marketplace (PMP) revenue. The primary objective of this collaboration was to strengthen relationships with buyers and optimize the monetization of in-play ad formats through direct engagement with PubMatic’s in-house advertising solutions team.

By participating in the membership program, Overwolf gained access to specialized support and educational resources, which allowed the company to better articulate the value of its unique in-game advertising inventory to potential advertisers. This strategic alignment facilitated the unlocking of incremental revenue streams and improved the efficiency of programmatic deal-making. The partnership underscores a broader industry trend where publishers leverage premium supply-side platform (SSP) initiatives to bridge the gap between complex ad formats and buyer demand.

The initiative highlights the importance of collaborative partnerships in the digital advertising supply chain, particularly for platforms operating within the gaming sector. By integrating with PubMatic’s infrastructure, Overwolf successfully navigated the complexities of programmatic buying, ultimately driving growth in PMP transactions. This case serves as an example of how targeted membership programs can provide publishers with the necessary tools to scale inventory monetization and foster deeper, more sustainable relationships with advertising partners.