Earlier this month, PubMatic launched the industry’s first enterprise-grade wrapper solution for publishers, which solves for the inefficiencies in header tag management and measurement in header bidding strategies. As premium publishers continue to rapidly adopt header bidding, they need a complete wrapper solution that enables the holistic management of all header bidding partners and provides a transparent, real-time view into bid activity and volume, monetization and latency metrics.
The Story Behind the Success
A leading entertainment and news web property was in search of a reliable programmatic partner that could increase its fill rates and CPMs to maximize yield. At the time, header bidding was still a new technology that had not yet gained mainstream traction. The publisher partnered with PubMatic to leverage its Decision Manager header bidding product to gain an edge on the publisher’s competitors, in its ad sales efforts.
Publishers grapple with various challenges in ad serving as they strive to take back control of ad decisioning. PubMatic is dedicated to servicing the needs of premium publishers, and recently released the white paper, “Lessons Learned in Header Bidding,” highlighting best practices in header bidding.
To header bid, or not to header bid? That has been the question on the minds of premium publishers over the past year as the programmatic tactic header bidding has permeated the media industry. Last year, PubMatic released the white paper, “Decision Manager: Your Inventory. Your Rules.,” that addressed the ways in which header bidding can solve key challenges for publishers, primarily created by the outdated “waterfall” process in inventory management. This year, we’re taking a look back at header bidding successes and challenges over the past twelve months in a white paper titled, “Lessons Learned in Header Bidding.”
By Kirk McDonald, President, PubMatic
What do the food and digital advertising supply chains have in common? To most, it may seem like nothing; but, perhaps surprisingly, there are numerous direct parallels that can be drawn between them primarily around complexity and potential quality issues. These parallels are increasingly useful in understanding how both industries can conquer their biggest challenges.
Last month, we hosted our first Publisher Academy of 2016 in London, our 16th so far. Designed to educate and empower publishers to make the most of their digital assets, this time, we delved into the much talked-about topic of header bidding. We kicked off the afternoon with a deep dive into the evolution of header bidding and the landscape as it stands today. This was followed by a view from the buy-side provided by guest speaker, Charlie Ashe, Head of Digital Strategy at VE Interactive, and we rounded off the session with two workshops to really help our publisher partners understand the what, when and why of header bidding.
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.
As an increasing amount of data flows through the media industry, publishers need to understand how to make the most of this opportunity in their programmatic ad sales. A recent study from Forrester Consulting, Real-Time Data Analytics: Empowering Publishers To Make Better, Faster Decisions, reveals how publishers can make smarter, more informed business decisions that drive revenue growth. Below are five important steps that publishers can take to ensure they are capitalizing on real-time data:
By Evan Krauss, VP Publisher Development, Americas and
Nishant Khatri, Director, Product Management
Over the last six months or so, header bidding has been a hot topic in ad tech industry circles, with headlines spanning from explanations of what header bidding is (e.g. WTF is header bidding) to strong arguments for or against the marketing tactic (e.g. 50 percent CPM uplift from header bidding and Publishers weigh the downsides to header bidding).
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.