PubMatic has opened up a dedicated Melbourne office to support agencies and brands scaling video and programmatic strategies across Victoria.
As a result, Sarah Lee has joined the PubMatic as senior manager, advertiser solutions. And Luke Smith, senior director, CTV APAC, will lead the regional video strategy from Melbourne.
“Melbourne has become such a large part of the digital advertising ecosystem,” said James Young, regional director, ANZ, PubMatic. “The holding company networks, the independents, the brands – they’re all making increasingly sophisticated programmatic decisions, and they need partners fully embedded in the market. This office enables us to be here, listen to what our partners need, and build lasting partnerships with agencies and brands who are driving growth.”
The expansion comes as video advertising in Australia is accelerating. According to the IAB Australia Internet Advertising Expenditure Report (2025) prepared by PwC, video advertising in Australia reached $5.4 billion in 2025, growing 19.8 per cent year-on-year and accounting for 29 per cent of total online advertising investment. Within that, Connected TV (CTV) – spanning Broadcaster Video on Demand (BVOD), streaming platforms, and other big-screen environments – has become central to how agencies and brands build and drive performance.
Melbourne’s independent agency sector is leading this shift. According to the IMAA 2025 Indie Census, 77 per cent of independent agencies expect ad spend to either hold or grow in FY26, nearly 70 per cent expect CTV/BVOD spend to increase by up to 25 per cent, and more than 70 per cent plan to hire in FY26.
As Melbourne agencies activate more complex CTV and programmatic campaigns, they’re seeking partners who can provide implementation expertise and local market knowledge. PubMatic is establishing a dedicated Melbourne office to deliver that support on the ground.
