PubMatic and Agence 79 Achieve 5x Higher CTR vs Open Market with Programmatic Video Curation in France

Paris, 11 June 2026 - PubMatic (Nasdaq: PUBM), the leading AI-powered ad tech company delivering digital advertising performance, announces the results of its partnership with Agence 79, part of Havas Media Network, on a programmatic video campaign for a leading French mass-market retailer. Leveraging PubMatic's curation solutions, the campaign outperformed all its objectives: +16.7% video completion rate (VCR) versus target, +12.5% viewability, and a Click-Through Rate (CTR) five times higher than the same campaign on the open market (Source: Agence 79 internal data).

A Growing Need for Control and Transparency Among French Agencies

As the French digital advertising market reached €12.4 billion in 2025, according to the 35th Observatoire de l'e-pub (https://www.sri-france.org/observatoire-epub/35eme-observatoire-de-le-pub/), with video now representing 60% of all display investments, agencies are increasingly challenged to access premium inventory while maintaining control over their supply chain. The multiplication of programmatic pathways makes it more difficult to ensure transparency regarding impression quality, data usage, and transaction fees.

Against this backdrop, Agence 79 sought a curation partner capable of meeting three key requirements: measurable video performance, full transparency across the supply path, and complete autonomy over data governance and deal structures.

What the Curation Model Delivered

After evaluating several market players, Agence 79 selected PubMatic for its ability to combine performance, transparency, and buy-side control. The campaign was activated through PubMatic's unified direct-to-supply platform, which brings together data intelligence, advanced optimisation, and curated access to premium video inventory.

In practical terms, Agence 79 was able to build a tailored premium video environment by selecting specific delivery channels, while retaining full control over data segment activation. The entire campaign exceeded Agence 79's initial target of 80% viewability, ensuring consistent and reliable measurement conditions throughout.

Results that Validate the Model

The campaign's performance exceeded targets across all indicators:

• 5x Click-Through Rate (CTR) compared to the open market
• +16.7% Video Completion Rate (VCR) versus the set target
• +12.5% Viewability versus the set target

"Thanks to PubMatic's curation, we were able to activate a premium, transparent, and data-driven video ecosystem. This approach gave us total control over impression quality and data usage, while simplifying access to inventory. The result: a safer, more efficient, and higher-performing environment."
- Victor Vastel, Programmatic Director, Agence 79

"French agencies are among the most demanding in Europe when it comes to transparency and performance. What this partnership with Agence 79 demonstrates is that it's possible to meet both expectations without compromise: full end-to-end supply path control and results that exceed objectives. This is precisely the direction of our investments in France, whether through curation or agentic AI."
- Franck Lewkowicz, Country Manager France, PubMatic

About PubMatic

PubMatic (NASDAQ: PUBM) is the leading AI-powered ad tech company delivering digital advertising performance. Through an intelligent, unified platform that connects buyers, publishers, data partners, and commerce media networks, PubMatic delivers superior performance with greater transparency, control, and efficiency.

Since 2006, PubMatic has pioneered every major advance in programmatic advertising, from enabling the first OpenRTB transactions to embedding AI-driven optimization and privacy-focused innovation across its platform. With omnichannel scale, proven reliability, and a track record of continuous innovation, PubMatic is building a more intelligent, profitable, and sustainable digital advertising ecosystem. Built to Connect. Powered to Perform.

About Agence 79

Agence 79 (Havas Media Network) is a media strategy and data agency focused on the business performance and success of its clients. Based on the idea that data and media must work together, the agency removes traditional silos to offer smooth, omnichannel campaigns (Programmatic, Search, Social, Retail Media). By combining technical precision and custom tools, Agence 79 turns brand communication into a real engine for long-term growth.

Since starting in 2008, Agence 79 has focused on useful innovation. The agency changes with the adtech market, using AI to improve ad performance without losing the value of human support. Combining the agility of a specialized team with the power of the Havas group, this team of 80 experts now helps more than 50 clients with a simple goal: share knowledge to grow together.

Press Contact

[email protected]