What Does it Take to Get Ahead of Real-Time? Find Out at PubMatic’s 8th Annual Ad Revenue Conference

ad revenue conference

Each year, PubMatic identifies the key trends that are shaping the advertising marketplace and convenes leaders from advertising and publishing to examine the shifts in the media industry. Ad Revenue 2015 will focus on getting ahead of real-time. Advertising at the speed of real-time takes constant monitoring and fine-tuning to get it right, specifically in our constantly evolving, multi-screen, consumer-driven environment. As the number of screens and formats multiply exponentially, effective automated strategies are more important than ever. An all-star lineup of industry leaders will explore strategies in mobile and video while discussing best practices in media monetization and providing a glimpse into what the advertising marketplace will look like over the next several years.

Featured speakers at Ad Revenue 2015 include Bloomberg Media CEO Justin B. Smith, MediaLink Chairman & CEO Michael Kassan and Pivotal Research Group Senior Analyst Brian Wieser. On stage, they will explore critical industry issues such as viewability, mobile advertising and real-time analytics.

Gathering industry veterans such as Smith, Kassan and Wieser provides publishers and advertisers the opportunity to gain insights from their expertise and understand the strategies that are driving successful businesses in the media and advertising industry. Ad Revenue 2015 will take place on Tuesday, October 13th at Pier Sixty and Chelsea Piers.

Request an invitation today and stay tuned for additional announcements as we approach the event.

How Buyers Can Scale Private Marketplace Deals Across High-Quality Inventory

private marketplace

With so many players entering the programmatic space it is often difficult for buyers to navigate the layers of complexity and buy with confidence. These complexities have greatly contributed to the lack of brand safety in bid environments for advertisers and dissatisfaction with programmatic efficiencies. A recent study from Strata found that 46 percent of agencies are “unsure” if they trust programmatic to execute ad buys. Advertisers struggle with these obstacles as they try to scale their advertising strategies across quality inventory while maintaining a brand safe environment.

Private Marketplaces (PMPs) initially arose in response to these issues, but technological limitations, difficulty in troubleshooting deal health performance and inability to scale have prevented PMPs from living up to the hype. Buyers need to be able to quickly discover qualified inventory in all formats and across all channels in private marketplaces and receive proactive deal health recommendations in order to fully realize the promise of programmatic.

PubMatic is devoted to inspiring buyer confidence by offering solutions that foster safe bid environments and tackle the workflow challenges that buyers face on a daily basis. Agencies, DSPs and ATDs can buy with confidence and optimize campaign performance in real-time with the latest version of PubMatic’s platform for buy-side partners, Media Buyer Console 2.0.

Featured Offers
Much like a storefront, the Media Buyer Console 2.0 dashboard proactively surfaces seasonal and featured offers empowering buyers to quickly discover premium inventory to reach relevant audiences.

Superior Search
The console’s search capabilities include targeted search filters and a powerful real-time offer matching function.

Deal Health Monitoring
Buyer and seller friction in private marketplaces can be substantially reduced through a set proprietary deal health tools within Media Buyer Console 2.0. Deal health monitoring provides buyers with proactive recommendations that solve private marketplace performance issues, and customization features enable buyers to select the most important metrics, so that they can improve the campaign performance of their private marketplace buys.

Industry First Campaign ID

PubMatic enables buyers to rapidly scale multi-publisher PMP packages across a single deal ID by combining multiple Deal IDs into a single Campaign ID. PubMatic’s Campaign ID brings the scale of the open exchange to the brand-safe premium environment of the private marketplace. This brings operational efficiency and scale to the PMP environment for buyers.

As the digital media landscape continues to become more complex, it is important for buyers to operate in intuitive, scalable, brand-safe environments so that they can maintain confidence in their campaigns. With this update, we’re confident we’ve created the most robust and user-friendly platform for finding quality audiences at scale in the PMP environment and allowing agencies to buy with confidence.

If you have questions about PubMatic’s Media Buyer Console 2.0 please contact your PubMatic sales representative or email us here.

3 Major Challenges in Mobile Video Facing Publishers and Advertisers

mobile video advertising

The stakes for publishers and advertisers are higher with mobile video than preceding formats, because consumers have greater expectations for high quality, relevant experiences. One bad mobile video ad can ruin a consumer’s content experience in seconds. For advertisers, mobile video offers more creative flexibility and, by utilizing touch screens, the opportunity to engage with consumers in a more immersive content environment. Publishers, in turn, benefit from higher CPMs and attractive new inventory to offer buyers. The potential opportunities in mobile video are significant, but hurdles stand in the way of mobile video advertising reaching fruition.

In order to address these challenges, PubMatic released the second in a series of three Mobile Point of View (mPOV) studies, Delivering on the Promise of Mobile Video. The paper breaks down the current state of mobile video within the greater context of digital media and the role of key stakeholders: publishers, buyers, technology providers and media consumers. The digital media industry faces an array of challenges in mobile video:

Advertisers’ Demand for Inventory Outpaces Publishers’ Supply:

Premium publishers are increasing their investments in video, developing more sophisticated strategies and placing video content in more prominent locations. Publishers are also creating more vertical-oriented mobile video content, which can contribute to a more personalized consumer experience than horizontal orientation. These efforts aim to generate more quality video inventory for brand advertisers. Supplementing this content with highly contextual data will further amplify the value of the inventory.

Lack of Recognized Industry Standards and Metrics:

Due to the still budding nature of mobile video, major disparities exist in standards including pricing, metrics such as viewability, and what constitutes an actual video ad. Mobile video formats extend beyond pre and post-roll clips on webpages to include in-app ads, auto-play ads within newsfeeds and new formats that might emerge tomorrow. By eliminating manual direct sales and implementing programmatic strategies, publishers can increase the amount of easily measurable pricing trends and viewability metrics, which will strengthen buyer confidence.

Cross-Platform Complexities in Buying and Management:

The number of metrics and formats across channels continues to grow, and there may never be a unified industry standard to account for all existing and emerging solutions. These challenges emphasize the need for publishers and buyers to move away from siloed tools and toward marketing automation platforms. This will result in a more unified view of the consumer and audience for brands, and publishers’ ability to analyze, package and uncover hidden value in their inventory.

The value of mobile video advertising is clear for both publishers and brands, but it is still a new commodity for the industry. Before new complexities are introduced, these challenges need to be addressed so that mobile video’s full potential can be realized. Download a copy of the study here, and we encourage you to reach out to PubMatic with any questions here.

The Solution to Ad Fraud is Proactive Protection


The New Yorker’s Peter Steiner famously created the cartoon caption in July 1993: “On the Internet, nobody knows you’re a dog.” Fast forward 22 years, and those “dogs” on the Internet have become menacing ad fraud “bots” on phantom publisher sites, maliciously-designed to generate fraudulent advertising impressions and clicks that, in turn, steal from digital ad budgets. With the exponential growth in digital advertising volume over the past decade, ad fraud has become a systemic challenge for both digital publishers and advertisers. In a December 2014 study, digital security software provider, White Ops found that ad bots can account for anywhere from a 5 to 50 percent inflation in monetized audiences, adding up to an estimated $6.3 billion cost to advertisers in 2015.

The solution to ad fraud must start with proactive measures taken by publishers and aggregated supply sources. At PubMatic, we have vigilantly managed ad fraud exposure to single digits as a percentage of total impressions across our platform. Our Brand Shield solution (made possible through a partnership with ad fraud protection leader Integral Ad Science) constantly and automatically limits and filters suspicious impressions and inventory. Additionally, we continue to believe that buyers should not incur the cost for any proven fraudulent impressions, even the marginal amount that may get through our Brand Shield solution.

PubMatic recognizes the critical importance of maintaining high quality-advertising inventory on our platform. As a provider of marketing automation software solutions to the premium segment of the publisher market (PubMatic works with approximately half of the comScore 100 publishers in the U.S.), we take our commitment to supporting only premium and legitimate impressions very seriously—to not only protect the value of publishers’ digital assets, but also to preserve the integrity of high-quality inventory for advertisers.

We also know that ad fraudsters are constantly in search of new ways to exploit online advertising campaigns for their own gains—often relentless in their endeavors. Therefore, we’ve been vigilant in identifying bad actors on our platform. Over the past several years, we have removed a significant number of companies and bad URLs from the platform. Following the announcement of our Brand Shield initiative, in the past three months alone, our dedicated ad fraud protection team has blocked over 50 billion impressions across more than 450 supply sources and among tens of thousands of URLs.

PubMatic understands that the best way to combat ad fraud is to proactively identify fraudulent ads in their tracks, and leverage automated technology to detect potentially suspect sites before they ever reach our platform. It’s a constant battle, but based on the data that we’ve collected, it’s one that we are winning more and more.

PubMatic is deeply committed to helping the online publishing industry thrive. To achieve this objective, we are adhering to the following marketplace principles.

PubMatic’s Statement of Marketplace Principles


PubMatic’s culture of innovation and dedication to product and service excellence inspired the following marketplace principles. We believe that, while being first-to-market in a number of product areas is important, leading by example is paramount to driving growth and success for the publishing industry, as a whole. These principles underscore our collaborative approach to improving the content experience for consumers, while maximizing value of digital assets for publishers, and preserving inventory quality and availability for advertisers.

  1. Technology Accelerates Everything

This is nothing to fear. As it has in every industry –automotive, manufacturing, travel, finance – technological automation accelerates the pace of business, and now it’s accelerating the pace of the media business. We’re witnessing the changes in how media is managed and how advertising is bought and sold. This transformation has made the media industry one of the most dynamic sectors of the economy.

  1. Speed Has Become a Competitive Advantage Within The Media Sector

Over the last five years, speed has become a major competitive advantage for the buying and selling of all assets, including media. Speed now imparts significant gains in efficiency and ROI onto companies that can act quickly and decisively in the advertising marketplace. The idea of people running around on the floor of stock exchanges doesn’t exist anymore. Today, these exchanges have all been automated and it has allowed the people to be more effective and efficient with their time invested. Companies that are quick to adapt to these trends always reap benefit.

  1. More Impressions Everywhere

As the number of screens continue to proliferate, so do the number of ad impressions. 58% of consumers are always addressable , and their expectations of the content and brands they choose to interact with are evolving as their behavior does. Media companies are faced with the challenge of adjusting their business to account for a world where nearly every screen or surface may eventually serve ads.

  1. Abundance of Media Choice Has Made Relevance King

As media choices increase, there is also the expectation that every single impression will be relevant. Consumers filter content choices for relevance; media buyers filter impressions for value; publishers filter buyers for revenue opportunities. Further, technology has become one of the most intimate parts of our lives, changing our expectations of technology. Consumers and businesses alike expect technology to anticipate their needs and help them filter for the content that is most relevant to them. This expectation has been re-enforced by consumers’ experience with web search, smartphone apps, and social media.

  1. Technology is Required For Success in Media

Technology is now a foundational requirement for the media industry. Although the core fundamentals of the business – monetizing and managing the relationship between consumers, content and services – remain intact, the means have changed completely. To compete successfully in today’s media landscape, every media company requires scalable technology solutions to manage its revenue growth strategically. It also requires employees that have the knowledge and training to manage this technology so that it delivers successful outcomes.

  1. Media Technology Should Be Agnostic

A media company’s technology provider should be agnostic to its business interests. Major tech giants like Google and Facebook have built solutions for media companies, but it’s important to remember that these companies also have significant media interests. As media companies look for tech partners, they should prioritize their long-term strategic goals and make the choice to work with truly independent partners that are not active participants in the ad sales market.

  1. Real-Time Analytics is Critical to Success

In the accelerated, real-time ad sales market, publishers need real-time analytics to remain competitive. Real-time data and insights are required to develop the holistic approach to pricing and packaging strategy that allows publishers to maximize the value of their digital assets. Real-time insights are a needed requirement to power an intelligent programmatic direct pricing and packaging strategy for private marketplaces and automated guaranteed.

  1. One View Into A Multiscreen World

Most publishers are challenged by a media landscape that seems to constantly being spliced up into different screens and formats. 90% of consumers with multiple devices switch between screens to complete tasks, using an average of three different combinations every day.   Even as this happens media companies still need to manage their business and inventory holistically. This requires one view into a multiscreen world. A one-platform solution offers publishers the ability to manage their business holistically even as they are now packaging and offering their inventory in a myriad of new ways. This includes newer formats such as native ads and video ads. It also includes ads on every screen, whether display, mobile or tablet. And it provides the ability to track sales through all channels, direct or indirect. This is why PubMatic offers Publishers One Platform.

  1. Ad Tech Is Dividing Into Branded Marketplaces and Software Companies

As the ad tech market matures, the major players are diverging towards two different business models: branded marketplaces (ad exchanges) and software companies. The mission of a branded marketplace is to automate the advertising ecosystem for both buyers and sellers–optimizing the transaction and placing emphasis on liquidity above all else. By contrast, software companies are focused on business enablement, providing their customers with the technology they need to participate in an automated marketplace.

  1. Marketing Automation Allows Companies To Work at The Speed of Real-Time

Marketing automation software enables companies to accelerate the pace of their business to meet the requirements of the new, automated real-time environment for ad sales. It allows publishers to manage their sales, pricing and packaging efforts strategically and at scale. It provides the independence and autonomy that allows them to control their own destiny, even as the world around them shifts and changes everyday.

How Header Bidding Helps Publishers Optimize Revenue


By Nishant Khatri, Director Product Management

Since the advent of programmatic advertising, publishers have auctioned off their impressions employing a technique called waterfalling. Waterfalling sees publishers offer the same impression to a series of demand sources – one after the other in near real time – until the publisher finds a source that provides a bid for the impression. The challenge for publishers with the waterfall has been that instead of consolidating all demand for an impression in one auction, it creates a dynamic where demand is segmented and cannot be revealed all at once.

Traditionally, publishers have ranked the demand sources for each ad impression in a linear fashion based on average historic CPMs. In other words, the demand source that has been the best revenue generator for the publisher is called on first and the one that has been second best is called on second and so on until the impression is sold. This cascading down through demand sources is where the term waterfall comes from.

Digital media has become increasingly fragmented in recent years with the introduction of multiple sales channels, and this complexity has undermined the efficiency for publishers of this waterfalling approach. Publishers have lost some control of their inventory and are therefore missing out on revenue opportunities. In summary the traditional waterfall is not a true real-time bidding method because it does not provide an impression-by-impression view for publishers.

Enter header bidding.

This new approach to inventory allocation is gaining popularity with publishers. Header bidding permits multiple buyers to submit pre-bids on inventory before the publisher alerts its ad server. This allows publishers to see all of the CPM bids at once and can determine the source that actually submitted the highest bid on a given impression in real-time.

PubMatic fully supports these standard header bidding integrations, and our Technical Account Managers can assist you in their deployment. For publishers to realize the true promise of header bidding though they will need a solution that provides two key benefits.

Maximize Revenue 

Header bidding should optimize a publishers’ entire inventory on an impression-by-impression basis in real-time, including both direct and indirect channels. By providing one, unified view of all sales channels publishers can see how multiple programmatic buyers value each individual impression. Allowing them to identify the demand source that is offering the highest CPM with a unified view increases both yield and revenue.

Other header bidding demand sources rarely provide publishers the opportunity to include directly sold campaigns for header tag decisioning, but for publishers who are selling 50 percent – 60 percent of their inventory through direct sales this results in a lot of money left on the table

Take Control Over Inventory Allocation

Header bidding solutions should also offer a robust set of controls for publishers to manage their monetization across all sales channels by maintaining control over CPMs and yield, and ensuring proper pacing of guaranteed direct sold campaigns. This is extremely important for publishers because they need to fulfill their advertiser partners’ expectations from those guaranteed campaigns.

For example, if a publisher’s direct sold campaign is pacing on schedule, Decision Manager allows the publisher to implement controls that open up inventory to private marketplace (PMP) or open marketplace bids so that they can find a higher CPM, and serve impressions in place of a direct sold campaign. Publishers typically prioritize a direct sold campaign over all other demand to ensure its completion, but if another bid is higher than that of the guaranteed campaign, they should have the ability to create new revenue opportunities without compromising its success.

PubMatic’s Decision Manager

PubMatic’s Decision Manager is a header bidding solution that provides each of these benefits. Integrating with PubMatic’s Decision Manager is extremely simple.

PubMatic’s Decision Manager technology has been in-market for over a year, and has become a trusted source for solving this issue by removing the silos and helping them grow revenue, increase yield and maintain control over their monetization.

Publishers who are new to header tags or do not feel ready to include directly sold campaigns in decisioning for any reason, can easily limit this to indirect campaigns only. The option to upgrade in future is easy to implement.

While many header tags look similar on the outside, a deeper look by publishers would reveal that these monetization controls are offered by few header-bidding providers. In fact, PubMatic offers significantly more controls than the most prominent inventory allocation technique in the market. We believe that these controls are a critical part of making sure publishers can unlock the real value of header bidding


3 Ways Publishers Can Get Ahead of Real-Time

real-time analytics

The major shift in ad spend away from traditional media to digital media presents an enormous opportunity for publishers. However, this shift as well as the move toward programmatic sales adds new challenges for publishers. One of the most significant challenges publishers now face is managing and analyzing the mountains of sales data being created each day as they sell and serve millions of ad impressions in real-time.

Forrester Consulting recently released an August 2015 study commissioned by PubMatic, Real-Time Data Analytics: Empowering Publishers To Make Better, Faster Decisionsthat reveals how real-time analytics can help publishers make smarter, more informed business decisions that drive revenue growth.

Real-Time Analytics Drives Publisher Growth:

As publishers sell more ad inventory programmatically, they need access to real-time actionable data to maximize the optimization of their inventory. According to Forrester, 67 percent of publishers believe that real-time data is important to their efforts, but only 27 percent of publishers report that they had access to it when making critical business decisions.

Publishers see significant benefits from real-time data in several areas. Sixty-two percent report increased revenue, 54 percent see better yield, 51 percent report the ability to make better decisions, 48 percent report uncovering new revenue opportunities and 42 percent maintain better inventory management.

Competitive Benchmarking Insights:

Adding context to this data makes it even more powerful. Publishers that are able to benchmark their inventory’s performance against that of their peer set within the framework of the real-time programmatic ad sales market are at a distinct advantage. These benchmarking insights allow them to improve pricing strategies, identify new advertiser partners and ultimately increase revenue generation. But only 24% of surveyed large publishers (those publishers with more than 500 employees) were very satisfied with their current competitive benchmarking insights.

One Holistic Platform for Data Management & Analysis:

With millions of impressions, come billions of data points. So it’s no surprise that many publishers are challenged by their inability to easily aggregate their multiple sources of data into one real-time data stream. Sixty percent of large publishers find managing large amounts of data challenging. In order to aggregate and analyze data, 52 percent use a data warehouse, 45 percent use data visualization and 45 percent use external partners – each representing a significant investment of resources. In order to successfully manage their inventory holistically, many publishers will need to migrate to one programmatic platform, to quickly and simply manage their growing number of concurrent data streams.

Technology that aggregates and analyzes data will continue to play a larger role in digital media and ad tech, creating more opportunities for leading publishers to innovate and drive their bottom line. Real-time analytics are an incredibly powerful tool for publishers to generate revenue, discover new revenue opportunities, benchmark against competition and optimize more efficiently.

Download a full copy of the study here.