Every year PubMatic brings together some of the most innovative broadcasters, streamers and CTV partners from across Japan to ideate, network and develop solutions to industry wide challenges. This was my fourth Japan CTV Offsite, and one thing stood out to me this year; the conversation has become much more practical. In previous years, many discussions focused on the potential of programmatic TV. This year, broadcasters were sharing their experiences, comparing different approaches, and discussing how to expand programmatic trading while maintaining the quality of their inventory. To me, that reflects how the market in Japan is evolving.
In Japan, broadcasters are looking for new ways to complement their traditional TV advertising business as digital advertising continues to grow. We see programmatic TV creating new opportunities by making premium TV inventory more accessible to advertisers while helping broadcasters connect with demand that has traditionally been difficult to reach.
Programmatic TV is Opening Up the Market
Japan’s TV advertising industry has long been defined by the strength of its premium content and unmatched scale which continues to be one of the market’s greatest strengths. At the same time, the advertising landscape is evolving. Digital advertising now accounts for more than half of Japan’s total advertising market, while digital video continues to attract increasing investment. As those budgets continue to grow, television has an opportunity to attract new sources of demand.
Programmatic is not about automation for its own sake. It is about making TV advertising faster, more open, and easier to transact, creating a market that works better for advertisers, agencies, and broadcasters alike. Across the industry, there is growing recognition that this is the direction the market is moving.
One of the clearest examples of this shift is Sugree, the advertising platform developed by Nippon Television as part of its Ad Reach Max initiative. Impression-based trading, transparent pricing, and open auction mechanics are helping introduce a more market-driven trading model into a television advertising market that has traditionally relied on direct transactions. As a Premier Partner of Ad Reach Max, PubMatic helps connect programmatic TV inventory with both domestic and international demand.
Programmatic TV is not replacing traditional TV advertising. The value of premium content and broad reach remains unchanged. What is changing is the ability to transact more flexibly, leverage better data, and connect with advertisers and budgets that have historically been difficult to access.
Why Global Demand Is Turning to Japan
Japan’s TV advertising market has traditionally been supported by strong domestic demand. That remains an important foundation of the market. At the same time, programmatic TV is making premium Japanese inventory more transparent and easier for global buyers to access.
For international advertisers, Japan is an attractive market because television continues to be trusted and plays an important role in long-term brand building. However, the Japanese market also has its own business practices and operating requirements. To succeed, global advertisers need both access to premium inventory and a strong understanding of the local market.
We are already seeing global buyers use television as part of broader multi-channel strategies in Japan. In one brand awareness campaign, a brand lift study showed improvements in brand awareness, brand perception, and purchase intent. This reflects the value that premium TV inventory can bring to long-term brand-building campaigns.
As global advertisers become more familiar with the Japanese market, and as Japanese broadcasters continue to adopt global adtech standards, we expect premium TV inventory in Japan to become more attractive to international buyers.
As a Premier Partner of Ad Reach Max, PubMatic brings together its programmatic infrastructure and local teams around the world to help advertisers and agencies activate campaigns across Japan’s linear TV, CTV, and digital channels.
AI is Shaping What Comes Next
AI is already becoming part of day-to-day advertising operations, and its role will continue to expand as programmatic trading grows. For broadcasters, advertisers, and agencies, the opportunity is to use AI to manage data more effectively and improve operational efficiency.
Agentic AI refers to artificial intelligence systems that can autonomously plan and act toward defined goals within human-set objectives and guardrails.
Since launching AgenticOS in January 2026, PubMatic has delivered measurable performance gains for customers across more than 80 fully autonomous, end-to-end Agentic campaigns globally. In one such campaign, setup time was reduced by 87 percent.
TV advertising is no exception. As programmatic adoption increases, the amount of data and the complexity of campaign operations will also grow. AI can help support faster and more informed decision-making, particularly in areas where teams have traditionally relied on manual processes.
At the same time, AI is not replacing people. The most effective model is one where people continue to focus on strategy, creativity, and relationships, while AI supports analysis and execution.
A Few Closing Thoughts
What stood out to me at this year’s Japan CTV Offsite is that Japan’s TV advertising market is already moving into its next stage. The conversation is no longer about whether programmatic TV is possible, but about how to make it work for the industry.
Programmatic is expanding access to premium TV inventory, global demand is creating new opportunities, and AI is helping improve operational efficiency. Together, these developments are supporting the continued growth of Japan’s TV advertising market.
The broadcasters I spoke with shared a common focus. They are investing in transparency, strengthening the infrastructure that global buyers can trust, and exploring practical ways to use AI in their operations.
Japan’s TV advertising market has significant potential, and realizing that potential will require continued collaboration across broadcasters, advertisers, agencies, and technology partners.
PubMatic will continue working closely with our partners to support the long-term growth of Japan’s TV advertising market.