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

PubMatic Empowers Buyers to Discover Global Audiences

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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.

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The Luxury Buying Experience of Private Marketplaces

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By Paul Chu, VP Advertiser Solutions, PubMatic

Close your eyes. Imagine walking into a store, with your eyes still closed, and trying to buy something without being able to see anything – the salespeople, the products, the shelves and racks… nothing. That’s what it’s like for digital advertisers and agencies buying in some programmatic marketplaces. In the past, this was acceptable for advertisers, because although they were buying inventory blindly, they could buy at scale, measure their campaigns and still achieve a reasonable return on advertising spend.

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March Madness: The Number One Seed in Ad Spend

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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.

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The Perfect Marriage – Programmatic Advertising and Presidential Campaigns

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By Jaime Lefkowitz, Sr. Director of Mobile, PubMatic

With Super Tuesday behind us, and the primaries heating up, candidate’s ability to leverage the power of programmatic advertising has never been more critical. Hillary Clinton and Donald Trump have emerged as the frontrunners for their respective parties, but other contending candidates remain in the race, and they need to have the right strategy in place if they want to come within reach of the oval office.

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The 4-1-1 on Private Marketplaces

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A Conversation with Hussain Rahim, Director of Product Marketing at PubMatic

Private marketplace (PMP) adoption continued to increase in 2015, and there are no signs of it slowing down in 2016. eMarketer estimates that PMP spending will reach $3.65 billion this year and grow 35% to a projected $4.93 billion by 2017. But like so many other fast-growing areas in digital advertising, there is some confusion that surrounds it. In order to shed some clarity on the subject, we sat down with Hussain Rahim, Director of Product Marketing at PubMatic to get some answers.

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3 Topics We’re Excited to Discuss at Mobile World Congress Next Week

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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.

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PubMatic Hackathon 2016

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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.

How Analytics Can Increase PMP Revenue for Publishers

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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.

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