PubAcademy: Education Through Engagement

Emma Newman, Vice President of Marketing, International

Emma Newman, Vice President of Marketing, International

At a time when many of the technology providers in our industry are beginning to look alike, true differentiation is defined by openness and partnership. Tech vendors must have their customers’ best interests in mind (rather than being focused on their own, potentially competing interests) and should be able to provide education and strategy that will help their customers reach their business goals rather than focusing solely on the nuts and bolts of the technology they provide.

At PubMatic, we understand the value that is unlocked when we listen to customers and respond to their needs through innovation and communication. This ensures that they are in the best position to achieve their individual business goals and address the unique set of challenges each face. A key element to making this work is knowledge sharing, and our global educational forum PubAcademy is just one example of how we bring our beliefs to life in a tangible, meaningful way for our customers, clients and partners.

PubAcademy began in 2014 as a response to a series of direct requests from UK publishers that wanted to better understand the programmatic landscape and viewed PubMatic as the right partner to help them do so. And last month, PubAcademy had the distinction of celebrating its 25th event as well as the achievement of holding three successful events on three different continents (Australia, Europe and North America) within a 48-hour period. Over the two years since its inception, PubAcademy (formerly known as “Publisher Academy”) has covered dozens of hot industry topics, such as ad blocking, header bidding, programmatic mobile and ad serving.

The Evolution of ‘Publisher Academy’ and Birth of ‘PubAcademy’

In October 2014, we launched our Publisher Academy in London, featuring an intimate environment designed to encourage open dialogue among attendees. Following the event, attendees were encouraged to network with one another over drinks, giving them time to share and debate best practices, challenges and solutions in an open environment.

The response to this first event was overwhelmingly positive, and it quickly became clear that we had hit upon a good format for these discussions. This positive momentum carried us into 2015, and we rolled the program out across Europe in Italy, Germany and Sweden. While moving into new markets, we also continued to hold our monthly Publisher Academy events in the UK, securing speakers ranging from Amir Malik, Programmatic Director, Trinity Mirror PLC; Wayne Blodwell, Founder & CEO at The Programmatic Advisory; and Chris Arnold, Founder, Creative Orchestra to discuss myriad important industry topics, such as mobile creativity, data activation and of course, header bidding.


Early 2016 saw the expansion of our Publisher Academy events to APAC, with forums in Singapore and Delhi where clients, partners and prospects discussed header bidding. By this time, our audience makeup had shifted to include media buyers and tech vendors in addition to publishers—ultimately making for a more interesting and fruitful discussion for everyone in attendance. As we readied for our initial US event during Advertising Week in New York City—bringing the subject of header bidding to the week’s conversations with representatives from Gannett, MediaMath and Rocket Fuel—we decided that we needed to brand these events, and that the branding should reflect the varied audiences we now have in attendance.

Thus ‘PubAcademy’ was born.

One of the uniques selling propositions of PubAcademy is that it not only began in response to requests from our publishers, but that the topics we choose to address are customer-led and reflect the challenges they face on a daily basis or questions they have in response to industry topics. In other words, it’s not a sales pitch, a fact that helps us maintain the integrity of the conversations we have at each event.

What’s Next? PubAcademy Goes Real-Time

pubacademylogouniversal-01One universal truth about the advertising technology industry is that it never stands still, meaning that initiatives like PubAcademy are vital if our customers are going to be in the best position to navigate this ever changing landscape.

For that reason, we’ll continue to invest in PubAcademy, expanding the brand globally by launching in Japan in early 2017. We’ll also be extending the reach of PubAcademy beyond those locales where we have a physical presence through development of a dedicated PubAcademy section on our website. This will ensure that customers and partners can access this resource wherever they are, whenever they want.

As we move through Q4 of this year, we’re looking forward to more successful PubAcademy events around the globe in 2017. Stay tuned for details on the next event in your region; we hope to see you all there!


To find out more about PubMatic’s PubAcademy events, including when the next one will be held in your region, or to suggest a topic or speaker for a PubAcademy session, email

SEVEN Is The New One

PubMatic CMO Jeff Hirsch

PubMatic CMO Jeff Hirsch

Since we announced our comprehensive revenue automation platform, SEVEN, at DMEXCO last month, we’ve gotten a lot of buzz about our new technology offerings. After all, this was the largest set of technology releases in the history of PubMatic. In addition to stimulating deep conversations with our customer base, we have also fielded a lot of questions about the platform’s name. Perhaps most commonly, we’re asked why the platform is called SEVEN and why the company chose to move away from the “One Platform” positioning we’ve had for nearly a decade.

So, what is “SEVEN”? Well, if you want to get “technical,” seven is one more than six, three less than ten, the number of days in a week… And that’s about how important the actual number is to our platform… Okay, we did spend a bit more time on it than counting on our fingers, and I’ll explain that more in a bit.

Ultimately, the idea is bigger than a number.

For years the ad tech industry has been guilty of overcomplicating how we discuss what are already complex technology and offerings. That’s perhaps in part why many of us have been so focused on creating and naming a single-stack solution capable of solving all of publishers’ and advertisers’ needs in one place. It’s a noble notion, just not one that is specific to what our constituents are asking for. The best of all worlds is having a single source solution AND having the ability to address specific customer needs through a modular approach. Let’s dive a little deeper into this.

There’s no doubt that the concept of “one” was a popular one (pun intended). In fact, during the eighteen-month period from April 2014 to August 2015, the ad tech industry saw an explosion of solutions highlighting this concept: Neustar launched a DSP called “PlatformOne”; AOL rolled out its programmatic platform, “ONE”; MediaMath announced its “Bloomberg Terminal for marketing,” called “Terminal One,” and at PubMatic we continued to promote our “One Platform” message (“Every ad. Every sales channel. Every screen. One Platform.”).

“One” speaks to the popular desire for simplicity in a complex industry. Ultimately, however, it also reflects the aspirations of technology providers rather than the actual needs of their customers. Tech vendors aspired to be the whole platform that customers could use without the need for any supplemental tools or solutions, and the concept of “one” that dominated our naming conventions for over a year highlighted that desire. (Interestingly, this concept can be traced as far back as 2011—and possibly even further—to the creation of the Japanese ad tech company Platform One, which then launched both a DSP called MarketOne and an SSP called YieldOne.)

Simplicity and the concept of one solution are not necessarily synonymous, however. The fact is that publisher and advertiser businesses are far too sophisticated, their needs too complex and varied, for any “one-size-fits-all” solution to succeed. Customers need the ability to pick and choose—to customize—the tools they need in order to address the specific challenges that they face, and the nature of our industry means that no two customers are facing the exact same set of challenges. Even a technology behemoth like Google isn’t able to supply everything to everyone and even if they could, there would be reluctance to be beholden to them.

Despite our industry-wide focus on “one,” many of us, and especially PubMatic, have spent years building the kind of solutions that our customers actually do need: namely, modular ones.

Why SEVEN, as opposed to Revenue Buster, YieldFixer—even SIX or TEN—or any other name for that matter? We decided on SEVEN as it represents the number of major inflection points in the evolution of technology in the media and advertising industry. Accordingly, our focus on innovation has meant that we have led many of those changes. From the first ad server to the advent of Real-Time Bidding for publishers, the automation of direct sold inventory to the ability to access analytics in real-time, we’ve seen myriad technological advancements that have accelerated the media industry. While some of them are of particular importance to us, we also recognize that they could number as few as three or as many as fifteen, depending on your perspective.

In short, SEVEN is the new name for the PubMatic platform that encompasses the wide array of technology offerings from PubMatic. There will be no EIGHT, there was no SIX, and the arsenal of products housed within our platform certainly numbers well over seven. Ultimately, it’s less important to fixate on our platform’s name than it is to continue to innovate technology solutions that help publishers and advertisers thrive in today’s rapidly evolving media landscape. Sometimes the best marketing is that which understands the power really lies in the ability to create a dialogue; if SEVEN has led you and your clients to have more conversations, then it has already been hugely successful. Keep having conversations about SEVEN, have a lot of fun with it, and continue being an important part of an organization that driving leadership in the industry.

And just remember, what you do at PubMatic matters.



Find out more about the PubMatic platform, SEVEN, or to learn about all of PubMatic’s solutions, visit

PubMatic @ Advertising Week


It’s hard to believe that fall is here already and another Advertising Week is upon us! The PubMatic team is excited to kick off Advertising Week with an action-packed schedule of events, and we hope that you’ll join us!

MMS @ Advertising Week – “Taking Back Control”
Date: Monday, September 26
Time: 3:25 pm
Location: IAC Building – 555 W 18th Street

Kirk & Peter MMSDon’t miss PubMatic President Kirk McDonald and Peter Foster, GM of Global Advertising and Brand Solutions at Match Group, as they discuss publishers “Taking Back Control” during MMS at Advertising Week. Publishers need to evolve—and even join forces—in order to survive and thrive in today’s digital advertising ecosystem. Discover how forward-thinking companies like Match Group are addressing these questions head-on to ensure success today, tomorrow and in the future.

PubMatic’s PubAcademy US – “Header Bidding: Tactics & Strategies”
Date: Tuesday, September 27
Time: 4:00 pm
Location: PubMatic NYC – 229 W 43rd Street, 7th Floor 

For the first time PubMatic’s international thought leadership series, PubAcademy, comes to the US with a special edition for Advertising Week in New York City. The Header Bidding: Tactics and Strategies session will feature insights from industry leaders, followed by a brief Q&A and networking with drinks and nibbles.

Moderator:  Craig Chinn, VP of Customer Success, PubMatic

  • Tim Wolfe, VP of Ad Operations, Gannett
  • Tanuj Joshi, Head of Media Partnerships, MediaMath
  • Ryan Teshima-McCormick, Director of Marketplace Development, Rocket Fuel
  • Ben Feldman, Senior Director of Operations, PubMatic

Register to Attend!


Advertising Week – Telling Stories Across Screens & Programmatic TV
“The Cross-Screen Programmatic Dialogue”
Date: Thursday, September 29
Time: 4:15 pm
Location: Times Center Hall, ADARA Stage – 242 W 41st Street

PubMatic President Kirk McDonald takes the stage at Advertising Week with Andrew Feigenson, Managing Director of Digital at Nielsen, Eric Franchi, Co-Founder of Undertone and Seth Rogin, President & CEO of Nucleus Marketing Solutions to discuss the impact of digital, video, and mobile on the art of storytelling and story-making. These industry experts will address whether it’s possible to have a balance between content driving audience and content driving revenue in the digital world; how they are successfully integrating services and messaging into story-led multi-platform universes of original content; tactics for reaching target audiences in unique ways that grow brand awareness, and loyalty and advocacy.

We hope that you’re able to join us for our special Advertising Week edition of PubAcademy and we look forward to all the lively and informative conversations we’ll be having together!

Infographic: Maximizing Mobile Moments

Insights from PubMatic’s Q2 2016 Quarterly Mobile Index

In the digital media industry, we constantly hear about the “mobile-first consumer” – the person who expects immediate access to information in the palm of his or her hand, whether at home or on the go.

We know that consumer behavior continues to shift towards this small screen—in fact, comScore reported[1] earlier this year that audiences now spend more time consuming media via mobile than they do on desktop devices. This raises the question of how publishers and media buyers can ensure that they are maximizing the potential of these high-value mobile moments?

The PubMatic platform, SEVEN, gives us access to terabytes of data , and we leverage this vast information set to identify trends around emerging media practices to help the digital media industry stay ahead of shifting content and advertising consumption behaviors. For the past year, our proprietary research report, the Quarterly Mobile Index (QMI), has provided publishers and buyers alike with helpful insights around mobile advertising. The Q2 2016 QMI can be downloaded here.

To complement the full QMI report, we’ve also put together “Maximizing Mobile Moments,” an infographic that outlines the three key trends identified in this edition of the QMI.

Be sure to check out the infographic, as well as the full report, which provides both publishers and media buyers with the information they need to maximize the effectiveness of their mobile strategies.

Q2 2016 QMI Infographic


PubMatic Launches SEVEN

Heading to Dmexco this week? Be sure to stop by the PubMatic Booth, Hall 8, Aisle C069 to find out about our latest product launch: SEVEN, PubMatic’s comprehensive revenue management platform that gives publishers full control of their digital assets and gives media buyers the ability to purchase verified audiences and premium inventory at scale across all screens, channels and formats.

The SEVEN platform provides solutions for:

  • Holistic management of ad decisioning;
  • Automating the buying and selling of inventory;
  • Managing quality control and compliance;
  • Providing real-time data and analytics.

SEVEN encompasses both PubMatic’s existing offerings–including its SSP, RTB, PMP, Analytics, Header Bidding, Curated Audiences, and more,–as well as new solutions including the Unified Ad Server and OpenWrap, within these four solution areas.

PubMatic’s Unified Ad Server is the first built specifically to enable seamless workflow across all ad revenue channels, whether guaranteed direct sold campaigns, private marketplace, private marketplace guaranteed, automated guaranteed, open exchange or integrated wrapper. With PubMatic’s Unified Ad Server, publishers now have the ability to:

  • Manage programmatic and non-programmatic inventory from a single view;
  • Optimize revenue across sales channels without jeopardizing guarantees or brand control requirements;
  • Access enterprise-grade analytics with real-time data and insights.

“It’s great to see companies like PubMatic developing the ability for publishers like us to optimize revenue across channels—especially without sacrificing guarantees,” said Stefan Carlsson, Head of Programmatic at Bonnier Tidskrifter. “With the launch of SEVEN it’s clear that they have a lot more in store as well.”

To find out more about SEVEN, visit or visit the team at Dmexco this week at the PubMatic Booth, Hall 8 Aisle C069.

Don’t Miss PubMatic’s Exclusive Content at Dmexco


Finalizing your plans for Dmexco? Don’t miss our exclusive content sessions, featuring guest speakers and PubMatic programmatic experts discussing some of the hottest topics facing media buyers and sellers today, including:

  • Mobile web monetization;
  • Executing header bidding tactics;
  • Consequences of living in a digital media duopoly dominated by players like Facebook and Google.

Stop by the PubMatic booth in Hall 8, Aisle C069 for the following conversations:


Will King, Commercial Director, Voluum

The Mobile Web is Dead. Long Live the Mobile Web.
Wed, 14 Sept. 11:00 – 11:30
Thurs, 15 Sept. 15:30 – 16:00

With consumers spending as much as 85 percent of their mobile time immersed in apps, how can publishers really make money from their mobile websites?

Join Will King, Commercial Director at Voluum, and PubMatic’s UK Country Manager Paul Gubbins as they discuss what publishers need to think about and do in order to maximize the value of their mobile web inventory, and how they’re helping advertisers take advantage of this opportunity to speak to the highly engaged mobile audience.

Header Bidding Power Hour
Wed., 14 Sept. 14:30-15:30
Thurs., 15 Sept. 13:00-14:00

By now we’re all familiar with header bidding’s widespread adoption and how it can benefit publishers, but what benefits do header bidding and wrapper solutions provide for media buyers? How will header bidding evolve beyond a necessary hack to a standardized, measurable part of the programmatic ecosystem?

Stop by our Header Bidding Power Hour for an opportunity to ask any of PubMatic’s programmatic experts all of your questions about header bidding, wrapper solutions, server-side solutions, and what they mean for publishers and media buyers today and in the future.


Amir Malik, Programmatic Director, Trinity Mirror

Publishers: Who’s Really in Control?
Wed., 14 Sept. 16:00-16:30
Thurs., 15 Sept. 11:00-11:30

With forecasts predicting that 85% of all incremental digital revenue will be spent with either Facebook or Google, publishers are faced with the troubling question of who is really in control of their digital strategy—and their most valuable asset, the consumer connection.

Join Amir Malik, Director of Programmatic and Digital at Trinity Mirror, and PubMatic President Kirk McDonald as they take a hard look at the impact of living in a digital media duopoly, what this means for publishers today and in the future, as well as what they can do now to take back control.

Find out more by following PubMatic on Twitter, Facebook, or LinkedIn.

PubMatic Empowers Buyers to Discover Global Audiences

New Logo

PubMatic today announced the launch of Private Marketplace Guaranteed (PMP-G) deals that bring together the certainty and premium audiences of direct deals to the advanced audience targeting of programmatic. Additionally, buyers using PubMatic Curated Audiences capabilities can now segment and target audiences at scale in the same guaranteed environment with the packaging of multiple private marketplace (PMP) offers from various publishers, all under a multi-publisher single deal ID.

Continue reading

Crafting Mobile Moments: The Union Between Creativity and Automation


The world is generating a near infinite supply of mobile ad impressions. U.S. consumers, alone, are estimated to collectively generate eight billion “mobile moments” per day, which means an average of 46 glances at a mobile phone per consumer every day.[1] Simply put, a “mobile moment” is that instance in which a person pulls out a mobile device to get what he or she wants, immediately and in context.

Continue reading