PubMatic, the AI-powered advertising technology company, has partnered with RunnTV, an independent free ad-supported streaming television (FAST) platform in India, to make RunnTV’s premium channel inventory available through PubMatic’s unified platform.
FAST, or free ad-supported streaming television, lets viewers watch TV-like channels without a subscription. For advertisers, it offers premium inventory that can be planned, bought and measured programmatically.
The integration gives advertisers access to more than 90 curated FAST channels and an audience spanning over 12 million monthly active devices across Tier 1, Tier 2 and Tier 3 India. Buyers can transact through their existing demand-side platforms or activate campaigns directly through PubMatic.
What the deal opens up
RunnTV’s channel mix includes entertainment, movies, music, news, devotional, lifestyle and regional programming. That range brings audiences from multiple languages and markets onto a single supply path, which is useful in a CTV market where premium inventory has often been scattered across platforms and regions.
- More than 90 curated FAST channels, available immediately
- 12 million-plus monthly active devices across Tier 1, Tier 2 and Tier 3 India
- Access via existing DSPs or direct activation through PubMatic
- Targeting by individual channel or selected audience
Why CTV fragmentation has been a problem
India’s connected TV audience is growing fast. Ormax figures cited in the announcement put the country’s CTV user base up 65% year on year. As viewership shifts to connected screens, advertisers need quality environments that are easy to plan, activate and measure — not dozens of separate regional deals.
Manish Sinha, Founder and CEO of RunnTV, said digital advertisers in India have been looking for a simpler way to access premium FAST inventory. “Through this partnership with PubMatic, RunnTV’s premium FAST channels are now available directly through their unified platform,” he said.
The programmatic layer behind it
PubMatic’s AgenticOS, which comprises more than 20 specialised AI agents and workflows, supports audience discovery, inventory curation, campaign activation, measurement and fee transparency. Its Activate capability allows buyers to transact directly, while Decision Fabric brings selected partner and PubMatic models closer to inventory for faster decisions.
Amit Kr. Yadav, VP – South Asia & MM at PubMatic, said the integration gives advertisers a direct path to a growing FAST audience by combining premium, curated content with programmatic transparency and control.
What marketers should do now
For media buyers, the practical move is to treat curated FAST channels as a testable CTV layer. Start with a few individual channels or selected audiences, measure against brand and performance objectives, and build benchmarks before more advertisers chase the same supply. Early movers can learn what works in Tier 2 and Tier 3 markets while the inventory is still fresh.
Source: MediaNews4U
