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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.