PubMatic announced the launch of a new API (application program interface) that enables media buyers to build discovery and transaction capabilities into their own programmatic platforms. PubMatic's Programmatic Direct (PD) Unified API will provide the company's buy side partners with unified audience and inventory insights across all sources of supply, including impressions that have previously been accessible only through time consuming sales calls, RFPs and media plans. PubMatic's Unified API will launch in two phases, the first enabling Private Marketplace functionality and the second activating the API's built-in Automated Guaranteed tools. Phase one will launch with a host of demand side platform (DSP) partners, including DataXu, MediaMath, SiteScout, The Trade Desk and Turn.

Developed to meet media buyers' need for automated, scalable workflow, comprehensive audience discovery capabilities, and efficient inventory access, PubMatic's Unified API provides direct integration with PubMatic's platform for instant access to packaged inventory across premium publishers. Powered by industry-first real-time insights, media buyers and publishers will be able to streamline the access, discovery, and packaging of high quality ad impressions at scale across all media formats and platforms.