As March Madness tips off this week, the first round teams lace up to step on the court, and employees in offices across the country prepare their brackets, we are reminded of the marketing power behind mega sporting events and why it’s important to begin thinking about them as immense marketing opportunities.
PubMatic is excited to announce that Paul Gubbins is joining the company as Country Manager for the United Kingdom (U.K.). Gubbins is tasked with increasing spend with key agency trading desks, programmatic buying units and demand side platforms (DSPs) as well as being responsible for developing new premium publisher relationships for the company, with a particular focus on growing and monetising mobile and video inventory. Gubbins will be based in London and report to Bill Swanson, vice president of EMEA at PubMatic.
We are thrilled to return to Barcelona next week for Mobile World Congress, where PubMatic’s global mobile experts will be eager to discuss the top-of-mind issues for leaders in publishing, media and advertising today.
As we prepare for the conference, we wanted to share a brief preview of the top three focus areas we’re looking forward to discussing with attendees: effective monetization strategies for publishers, inspiring media buyer confidence and global mobile growth opportunities. Read more about these trends below, and we look forward to meeting with you at the conference to talk further.
To schedule a meeting with someone on our team, click here or visit our booth at Hall 8.1 – App Planet Stand 8.1E61.
On Thursday, February 4, PubMatic employees across the globe will team up for PubMatic’s second hackathon, dubbed The Innovation Contest at PubMatic, which will take place simultaneously in its Pune, Redwood City, and New York City offices. This 36-hour event will focus on creating solutions that will help drive monetization for our publishers and help us achieve our goal of exceeding our customer’s expectations. Last year’s winning teams won cash prizes for developing an intuitive and intelligent search, discovery and recommendation engine, an optimized user sync pixel for DSP, and real-time bid throttling for an ad server.
We’re looking forward to seeing the groundbreaking ideas that emerge this year. Learn more about The Innovation Contest at PubMatic.
By: Jim Tarr, Director of Product Marketing Big Data & Analytics
Alaric Thomas, Director Product Management Big Data & Analytics
Private marketplace (PMP) adoption continued to increase in 2015, and there are no signs of it slowing down. eMarketer estimates that PMP spending will reach $3.65 billion this year and grow 35% to a projected $4.93 billion by 2017. These gains are driven, in part, by the premium prices that PMP inventory garner. PubMatic’s Q3 2015 Quarterly Mobile Index Report found that PMP CPMs are higher than non-PMP CPMs, by a factor of 5-6x for mobile PMP and 3-4x for desktop PMP.
Publishers are embracing PMPs as a means to gain more control over which advertisers run on their premium inventory in the programmatic space. Buyers are interested in PMP as it allows them to better reach their target audience through a publisher they trust, with the benefit of access to premium inventory that might not otherwise be available in the open market.
While PMPs will likely continue to be an effective programmatic solution in 2016 for publishers and buyers alike, they present some challenges. For publishers, issues like finding the right buyers, setting pricing and troubleshooting can create barriers to successful PMP implementation. However, with the right data and actionable information, these challenges can be overcome. The following are a few suggested strategies for publishers to address these issues by leveraging analytics.
By Evan Krauss, VP, Publisher Development
As we reflect on the changes and trends from 2015, it’s clear that it has been a transformative year for the media industry. In addition to the rise in private marketplaces and video capabilities, maturity in mobile took center stage. 2015 saw significant strides for the smartphones and mobile devices we carry everywhere, with U.S. adults spending an average of 2 hours and 54 minutes per day on these devices, according to eMarketer. As we enter 2016, we outlined three major developments from last year that indicate mobile’s continued ascension toward consumer and media dominance:
PubMatic was thrilled to be named the Most Effective Advertising Technology Platform at last week’s Effective Mobile Marketing Awards in London. The awards celebrate mobile excellence in services, products, campaigns and sectors and recognize leading brands, agencies and firms that are driving the transformation and advancement of mobile marketing.
PubMatic is excited to announce that for the fourth year in a row it was included on Deloitte’s Technology Fast 500™, a ranking of the 500 fastest growing technology, media, telecommunications, life sciences and energy tech companies in North America. The recognition showcases PubMatic’s 318 percent revenue growth from 2011 to 2014.
By Evan Krauss, VP Publisher Development, Americas and
Nishant Khatri, Director, Product Management
It’s been well established that the inefficiencies brought on by the legacy “waterfall” have cost publishers significantly both monetarily and operationally. But even as new ad serving technologies have emerged to solve for these inadequacies, many publishers are still grappling with major challenges around outdated inventory allocation methodologies. PubMatic today released a white paper, entitled Decision Manager: Your Inventory. Your Rules., which outlines the key challenges and solutions in inventory management and monetization, and describes how publishers can leverage a technology platform to realize the full potential of their digital assets.
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.