Martin (Martin AI / Consultmates Inc.)

Niche buyer-side transparency and SPO analytics tool serving agencies and brand advertisers in the programmatic ecosystem

Martin (operating under parent entity Consultmates Inc.) was a Cincinnati-based AdTech company founded in 2017 that built an AI-driven media measurement and reporting platform designed to give media buyers unprecedented transparency into their programmatic supply chains. The platform helped advertisers and agencies analyze media spend, evaluate supply path efficiency, and identify waste or fraud across their programmatic buying activity. Martin positioned itself as a neutral, buyer-aligned tool at a time when supply path optimization (SPO) was becoming a critical concern for brands seeking to reduce intermediary fees and improve working media ratios. The company gained traction by addressing a genuine pain point in the programmatic ecosystem: buyers often lacked visibility into how their dollars flowed from DSP to SSP to publisher, making it difficult to evaluate the true cost and quality of impressions. Martin's AI-driven analytics surfaced actionable insights around path efficiency, auction dynamics, and media quality, making it a valuable intelligence layer for sophisticated media buyers and agency trading desks. In September 2022, PubMatic acquired Martin for approximately $45 million, citing the deal as a strategic accelerant for its Supply Path Optimization initiatives. Following the acquisition, Martin's technology and team were folded into PubMatic's product suite, ultimately becoming part of PubMatic Activate — PubMatic's curation and direct-to-publisher buying solution. As a distinct brand, Martin no longer operates independently, with its capabilities absorbed into PubMatic's broader platform offering.