Optimizing Publisher Inventory One Impression at a Time


WP Header

By Evan Adlman, 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have emerged to solve for these inadequacies, many publishers are still grappling with major challenges around outdated inventory allocation methodologies.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.

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Going Once…Going Twice… SOLD to the Header Bidder!

By Evan Adlman, VP Publisher Development, Americas

At the recent Ad Revenue Europe conference in London a group of senior publisher executives debated the current state of inventory allocation, and how publishers view the legacy waterfall and the more current header bidding technologies. During the panel, Ed Thomas, Head of Audience for Skimlinks, stated, “We’re working with publishers to identify what that loss [from using waterfalls] looks like, and in some cases it’s colossal – as much as 50%.” Although the waterfall tactic—i.e. when a publisher’s ad server sequentially calls on demand sources in predetermined priority—once seemed like a logical solution for yield management, in practice, waterfalls lead to lost revenue and operational inefficiencies.

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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.

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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.

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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.

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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.

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3 Ways to Return Value to the Publisher Rate Card



By Jim Tarr, Director of Product Marketing

Since the early days of programmatic, publishers have been worried that the move to real-time auctions in ad sales would inevitably put downward pressure on the value of their advertising inventory. Some voices in the industry even warned that real-time sales would foster an inevitable “race to the bottom” for CPM rates. Part of the reasoning for this line of thinking is that publishers would be forced to make packaging and pricing decisions with minimal insights into the true value of their inventory. The fear was publishers would be forced to do the equivalent of holding a wet finger in the air to read the current market, and then hope for the best.

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