What Does it Take to Get Ahead of Real-Time? Find Out at PubMatic’s 8th Annual Ad Revenue Conference

ad revenue conference

Each year, PubMatic identifies the key trends that are shaping the advertising marketplace and convenes leaders from advertising and publishing to examine the shifts in the media industry. Ad Revenue 2015 will focus on getting ahead of real-time. Advertising at the speed of real-time takes constant monitoring and fine-tuning to get it right, specifically in our constantly evolving, multi-screen, consumer-driven environment. As the number of screens and formats multiply exponentially, effective automated strategies are more important than ever. An all-star lineup of industry leaders will explore strategies in mobile and video while discussing best practices in media monetization and providing a glimpse into what the advertising marketplace will look like over the next several years.

Featured speakers at Ad Revenue 2015 include Bloomberg Media CEO Justin B. Smith, MediaLink Chairman & CEO Michael Kassan and Pivotal Research Group Senior Analyst Brian Wieser. On stage, they will explore critical industry issues such as viewability, mobile advertising and real-time analytics.

Gathering industry veterans such as Smith, Kassan and Wieser provides publishers and advertisers the opportunity to gain insights from their expertise and understand the strategies that are driving successful businesses in the media and advertising industry. Ad Revenue 2015 will take place on Tuesday, October 13th at Pier Sixty and Chelsea Piers.

Request an invitation today and stay tuned for additional announcements as we approach the event.

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. With the exponential growth in digital advertising volume over the past decade, ad fraud has become a systemic challenge for both digital publishers and advertisers. In a December 2014 study, digital security software provider, White Ops found that ad bots can account for anywhere from a 5 to 50 percent inflation in monetized audiences, adding up to an estimated $6.3 billion cost to advertisers in 2015.

The solution to ad fraud must start with proactive measures taken by publishers and aggregated supply sources. At PubMatic, we have vigilantly managed ad fraud exposure to single digits as a percentage of total impressions across our platform. Our Brand Shield solution (made possible through a partnership with ad fraud protection leader Integral Ad Science) constantly and automatically limits and filters suspicious impressions and inventory. Additionally, we continue to believe that buyers should not incur the cost for any proven fraudulent impressions, even the marginal amount that may get through our Brand Shield solution.

PubMatic recognizes the critical importance of maintaining high quality-advertising inventory on our platform. As a provider of marketing automation software solutions to the premium segment of the publisher market (PubMatic works with approximately half of the comScore 100 publishers in the U.S.), we take our commitment to supporting only premium and legitimate impressions very seriously—to not only protect the value of publishers’ digital assets, but also to preserve the integrity of high-quality inventory for advertisers.

We also know that ad fraudsters are constantly in search of new ways to exploit online advertising campaigns for their own gains—often relentless in their endeavors. Therefore, we’ve been vigilant in identifying bad actors on our platform. Over the past several years, we have removed a significant number of companies and bad URLs from the platform. Following the announcement of our Brand Shield initiative, in the past three months alone, our dedicated ad fraud protection team has blocked over 50 billion impressions across more than 450 supply sources and among tens of thousands of URLs.

PubMatic understands that the best way to combat ad fraud is to proactively identify fraudulent ads in their tracks, and leverage automated technology to detect potentially suspect sites before they ever reach our platform. It’s a constant battle, but based on the data that we’ve collected, it’s one that we are winning more and more.

PubMatic is deeply committed to helping the online publishing industry thrive. To achieve this objective, we are adhering to the following marketplace principles.

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.

  1. Technology Accelerates Everything

This is nothing to fear. As it has in every industry –automotive, manufacturing, travel, finance – technological automation accelerates the pace of business, and now it’s accelerating the pace of the media business. We’re witnessing the changes in how media is managed and how advertising is bought and sold. This transformation has made the media industry one of the most dynamic sectors of the economy.

  1. Speed Has Become a Competitive Advantage Within The Media Sector

Over the last five years, speed has become a major competitive advantage for the buying and selling of all assets, including media. Speed now imparts significant gains in efficiency and ROI onto companies that can act quickly and decisively in the advertising marketplace. The idea of people running around on the floor of stock exchanges doesn’t exist anymore. Today, these exchanges have all been automated and it has allowed the people to be more effective and efficient with their time invested. Companies that are quick to adapt to these trends always reap benefit.

  1. More Impressions Everywhere

As the number of screens continue to proliferate, so do the number of ad impressions. 58% of consumers are always addressable , and their expectations of the content and brands they choose to interact with are evolving as their behavior does. Media companies are faced with the challenge of adjusting their business to account for a world where nearly every screen or surface may eventually serve ads.

  1. Abundance of Media Choice Has Made Relevance King

As media choices increase, there is also the expectation that every single impression will be relevant. Consumers filter content choices for relevance; media buyers filter impressions for value; publishers filter buyers for revenue opportunities. Further, technology has become one of the most intimate parts of our lives, changing our expectations of technology. Consumers and businesses alike expect technology to anticipate their needs and help them filter for the content that is most relevant to them. This expectation has been re-enforced by consumers’ experience with web search, smartphone apps, and social media.

  1. Technology is Required For Success in Media

Technology is now a foundational requirement for the media industry. Although the core fundamentals of the business – monetizing and managing the relationship between consumers, content and services – remain intact, the means have changed completely. To compete successfully in today’s media landscape, every media company requires scalable technology solutions to manage its revenue growth strategically. It also requires employees that have the knowledge and training to manage this technology so that it delivers successful outcomes.

  1. Media Technology Should Be Agnostic

A media company’s technology provider should be agnostic to its business interests. Major tech giants like Google and Facebook have built solutions for media companies, but it’s important to remember that these companies also have significant media interests. As media companies look for tech partners, they should prioritize their long-term strategic goals and make the choice to work with truly independent partners that are not active participants in the ad sales market.

  1. Real-Time Analytics is Critical to Success

In the accelerated, real-time ad sales market, publishers need real-time analytics to remain competitive. Real-time data and insights are required to develop the holistic approach to pricing and packaging strategy that allows publishers to maximize the value of their digital assets. Real-time insights are a needed requirement to power an intelligent programmatic direct pricing and packaging strategy for private marketplaces and automated guaranteed.

  1. One View Into A Multiscreen World

Most publishers are challenged by a media landscape that seems to constantly being spliced up into different screens and formats. 90% of consumers with multiple devices switch between screens to complete tasks, using an average of three different combinations every day.   Even as this happens media companies still need to manage their business and inventory holistically. This requires one view into a multiscreen world. A one-platform solution offers publishers the ability to manage their business holistically even as they are now packaging and offering their inventory in a myriad of new ways. This includes newer formats such as native ads and video ads. It also includes ads on every screen, whether display, mobile or tablet. And it provides the ability to track sales through all channels, direct or indirect. This is why PubMatic offers Publishers One Platform.

  1. Ad Tech Is Dividing Into Branded Marketplaces and Software Companies

As the ad tech market matures, the major players are diverging towards two different business models: branded marketplaces (ad exchanges) and software companies. The mission of a branded marketplace is to automate the advertising ecosystem for both buyers and sellers–optimizing the transaction and placing emphasis on liquidity above all else. By contrast, software companies are focused on business enablement, providing their customers with the technology they need to participate in an automated marketplace.

  1. Marketing Automation Allows Companies To Work at The Speed of Real-Time

Marketing automation software enables companies to accelerate the pace of their business to meet the requirements of the new, automated real-time environment for ad sales. It allows publishers to manage their sales, pricing and packaging efforts strategically and at scale. It provides the independence and autonomy that allows them to control their own destiny, even as the world around them shifts and changes everyday.

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.

Forrester Consulting recently released an August 2015 study commissioned by PubMatic, Real-Time Data Analytics: Empowering Publishers To Make Better, Faster Decisionsthat reveals how real-time analytics can help publishers make smarter, more informed business decisions that drive revenue growth.

Real-Time Analytics Drives Publisher Growth:

As publishers sell more ad inventory programmatically, they need access to real-time actionable data to maximize the optimization of their inventory. According to Forrester, 67 percent of publishers believe that real-time data is important to their efforts, but only 27 percent of publishers report that they had access to it when making critical business decisions.

Publishers see significant benefits from real-time data in several areas. Sixty-two percent report increased revenue, 54 percent see better yield, 51 percent report the ability to make better decisions, 48 percent report uncovering new revenue opportunities and 42 percent maintain better inventory management.

Competitive Benchmarking Insights:

Adding context to this data makes it even more powerful. Publishers that are able to benchmark their inventory’s performance against that of their peer set within the framework of the real-time programmatic ad sales market are at a distinct advantage. These benchmarking insights allow them to improve pricing strategies, identify new advertiser partners and ultimately increase revenue generation. But only 24% of surveyed large publishers (those publishers with more than 500 employees) were very satisfied with their current competitive benchmarking insights.

One Holistic Platform for Data Management & Analysis:

With millions of impressions, come billions of data points. So it’s no surprise that many publishers are challenged by their inability to easily aggregate their multiple sources of data into one real-time data stream. Sixty percent of large publishers find managing large amounts of data challenging. In order to aggregate and analyze data, 52 percent use a data warehouse, 45 percent use data visualization and 45 percent use external partners – each representing a significant investment of resources. In order to successfully manage their inventory holistically, many publishers will need to migrate to one programmatic platform, to quickly and simply manage their growing number of concurrent data streams.

Technology that aggregates and analyzes data will continue to play a larger role in digital media and ad tech, creating more opportunities for leading publishers to innovate and drive their bottom line. Real-time analytics are an incredibly powerful tool for publishers to generate revenue, discover new revenue opportunities, benchmark against competition and optimize more efficiently.

Download a full copy of the study here.

Cheat Sheet: SDKs, What are they? Why do they matter?


There are a host of technical terms and acronyms invading the world of advertising and media. One you may be hearing more frequently is “SDK.” SDK stands for a Software Development Kit, and one reason why people are talking about it is because it’s playing an increasingly critical role in publishers’ efforts to monetize mobile in-app inventory. A well-implemented SDK can boost the value of mobile app inventory and create a much more dynamic in-app ad experience.

To help shed some light on this topic we have compiled a plain language cheat sheet that explains what SDKs are and what they do.

What is an SDK?
An SDK (Software Development Kit) is a set of software development tools that helps developers to build apps for a specific software platform, like iOS or Android. An SDK may contain APIs (Application Programming Interfaces), technical documentation, sample code, and other tools that help a developer to complete her work.

How are SDKs different from APIs?
Another term that is used a lot in the mobile advertising world is API, which stands for Application Programming Interface. The API is not a kit, it’s simply a clear set of rules, or protocols, for interacting with a system. As long as a programmer knows how to use the right protocols they can successfully accomplish the tasks they want to complete on the platform. An API is like a recipe, it’s a set of clear instructions. Companies often use APIs to give external parties access to their data or systems. An SDK is more like a box of cake mix. It has everything you’ll need to make a cake quickly and easily.

How are SDKs used in mobile advertising?
A publisher can use an SDK to serve ads in an app on an Apple or Android device. Many apps do not have browser-like capabilities. Therefore, SDKs are used for in-app advertising to render the different types of ads such as rich media and native.

Does PubMatic offer Publishers an SDK?
Yes, PubMatic offers SDKs for publishers working on a variety of platforms, including Android, iOS, Windows, and more. The PubMatic SDKs allow publishers to serve more valuable ad impressions in their apps. This is because the SDK can help the app to gather critical data, like location or device type, which can boost the value of mobile ad inventory. PubMatic research uncovered the value of this data to mobile impressions. Once the publisher implements the PubMatic SDK they can serve all ad formats within an app such as display, rich media, video, and native. Our SDKs can even enable an in-app ad to change from profile to landscape, in response to how a user is holding and viewing the mobile device screen.

For more information on the PubMatic SDK click here.

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.

In a real-time bidding environment, each impression is valued based on various factors such as user age, geography, browsing history, operating system, content parameters, and more. As a result, buyers evaluate this data and place higher bids on inventory that they consider most likely to help them achieve their marketing goals. In this new paradigm, CPM rates can increase, if publishers are leveraging the right real-time insights about the value of their inventory.

Here are three ways publishers can use real-time and competitive insights to return value to the rate card:

Optimize Pricing & Packaging in Real Time

By using a programmatic platform that offers real-time analytics, publishers can derive insights that enable them to constantly assess their own performance. In a real-time world, publishers need actionable real-time data that allows them to make smarter business decisions if they wish to maximize the value of their inventory. Many publishers have been challenged by analytics solutions that provide stale data, making it difficult to execute nimble and smarter packaging strategies.

Compare Performance

Publishers should also consider using analytics that offers them competitive benchmarking insights into the broader overall market. Many publishers’ performance is hindered by a lack of competitive insights. Indeed, just 25% of media analytics professionals report being very satisfied with their analytics solutions. Publishers that have access to benchmarking insights can compare how various ad sizes and formats are performing against competitive peer publishers. Combined with real-time analytics, this benchmarking allows publishers to assess if changes are needed to its packaging strategies across different ad sizes, and ad formats such as display, mobile, and video.

Discover New Advertisers

Another critical way publishers can increase programmatic demand for their inventory is by using benchmarking insights to find buyers that are advertising on competitor sites, but not on their sites. This critical data can help publishers discover new advertising partners and therefore increase their overall demand. It’s one of the most powerful ways that publishers can use the data promise of programmatic to their advantage.

PubMatic is the leader in publisher analytics including the industry’s only solution that offers publishers real-time analytics and competitive benchmarking. To learn more about PubMatic’s analytics solutions for Publishers click here.

Evaluating Publisher Inventory: A Buy Side Perspective


MediaMath Logo

By Emma Witschi and Colin Brown, Platform Solutions, MediaMath

As publishers increasingly migrate inventory sales to programmatic channels, technology providers have emerged to provide publishers with the tools to realize the full potential of their digital assets. One such company is our valued partner, PubMatic, which provides publishers with marketing automation software that enables them to manage their programmatic advertising sales.

As buyers are shifting marketing dollars into the programmatic space, publishers need to consider what makes their inventory desirable for their advertising counterparts on the buy side.  In the new programmatic landscape, powered by supply side platforms (SSPs), exchanges, and demand side platforms (DSPs), marketers are employing automated media buying and selling tools to ensure that every impression is aligned with their unique campaign message and goals. Every advertising dollar should be spent trying to promote the right message, to the right audience, in the right context.  As these three variables align, consumers are more likely to interact and respond to an advertiser’s message, making the impression a more “desirable” purchase for a programmatic campaign manager.

To determine if a publisher is valuable to a marketer, the first question asked is “can I access my target audience?” Increasingly in the programmatic space, marketers have the tools to answer this question. By leveraging 1st party marketer data, 2nd party publisher data, and 3rd party vendor data, marketers can filter publisher inventory, and purchase the specific impressions that make the most strategic sense with a unique desired audience.  By forecasting and proactively filtering supply, marketers can determine which publishers offer the greatest reach against their target segments.

After determining audience penetration, the next concern marketers have is whether the site is conducive to driving engagement with the advertisements. Two key questions buyers ask are “will the consumer see my ad?” and “will the consumer be in the right mindset to complete the desired action?”

This means that marketers must evaluate the contextual environment and ad placement on publisher sites.  In addition to aligning the page content with the call to action, buyers look for sites with low ad counts per page and highly-viewable placements.

Marketers who buy media programmatically have a distinct advantage over those who rely only on direct buys. Programmatic buyers can measure performance and continually optimize their investment and approach during the life of a campaign. After the message, audience, contextual environment, and viewability settings have been applied, marketers can measure the impact of these choices. Many publishers have relied on click through rate (CTR) to define digital media performance.

However, industry studies reveal that very few users (8%) actually contribute to the majority of clicks (85%), so by optimizing towards clicks, campaigns potentially ignore a brand’s core audience. As marketers learn more about consumer behavior, and programmatic reporting capabilities become increasingly advanced, it is critically important that publishers consider the performance of advertising beyond the click. Engagement metrics that are more indicative of success include: brand survey responses to measure ad engagement; time on brand site or number of pages viewed to measure site engagement; and actions like downloads, registrations, and email or newsletter signups to measure brand engagement. When measuring return on investment using these more indicative KPIs, the influence of audience, contextual, and publisher targeting becomes more apparent.

Marketers are relying on increased levels of transparency and control to drive their desired outcomes.  MediaMath, in partnership with PubMatic, works to give advertisers the tools to make smarter decisions. Marketing platforms, like TerminalOne offer robust targeting and reporting options to help marketers validate their approach and refine strategies over time. Knowledge of the variables (i.e. creative, placement, user location, day-part, etc.) driving the best performance gives campaign managers the data to choose the publishers that best achieve their goals.  Publishers that engage with advertisers to facilitate transparency and control will be the preferred media partners for communicating brand messages.