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 www.PubMatic.com or visit the team at Dmexco this week at the PubMatic Booth, Hall 8 Aisle C069.

DSPs: Do You Know How Header Bidding is Impacting Your Campaigns?

PubMatic’s new Header Bidding Extension Object will help you find out

Clearly, header bidding is here to stay. The rapid adoption of this programmatic tactic and its universal acceptance is testament to its ability to return the power of ad decisioning to publishers while also helping buyers segment and target their audiences more effectively. However, the buy-side has struggled to quantify the impact that header bidding has on their business.

In order to help the entire ad tech ecosystem make sense of header bidding and its impact on inventory pricing and performance, PubMatic is excited to launch our Header Bidding Extension Object, which will allow all Demand Side Platforms transacting over the PubMatic platform automatically to determine whether or not an impression is header bidding enabled.

As the header bidding landscape continues to become more complex – with waterfall-based impressions competing directly with header-tag impressions and server-to-server API impressions within a single campaign – increasingly DSPs are searching for streamlined access to the data they need to measure the impact of header bidding-enabled inventory on their campaigns.

Today, DSPs are forced to request specific information on integration types from each of their partners manually, a stark contrast to the automation and efficiency that is central to the programmatic landscape. DSPs need to be able to analyze each type of impression more accurately in order to bid, target and report effectively.

PubMatic’s Header Bidding Extension Object is an addition to the OpenRTB protocol that allows us to send information programmatically within a bid request to provide a DSP with valuable insight into whether or not each opportunity is header-enabled.

The Header Bidding Extension Object release follows the launch of our enterprise-grade Wrapper Solution earlier this year, continuing PubMatic’s track record of innovation in the space and our continued efforts to move header bidding from “hack” to a standardized and measurable part of the programmatic ecosystem.

Reach out to your PubMatic rep to find out more or to get this feature enabled for your DSP.

Hussain Rahim is Director of Product Marketing at PubMatic

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