Header Bidding – Can It Be Contained?

This article is authored by Jeff Hirsch, CMO at PubMatic.

This article is authored by Jeff Hirsch, CMO at PubMatic.

I got you.

In truth, header bidding is already out of the box and there is no stopping it. Ad tech companies that built their business on controlling inventory access will need a different model as control moves back into the hands of the publisher. Many companies are scrambling to make sense of the new market dynamics and catch up, and the industry has taken some Wild West style responsive measures.

What does the proliferation of header bidding really mean for the ecosystem? For buyers, header tags democratize inventory (I’m intentionally staying away from the “commoditization” moniker), allowing them to gain access via the right tech to help ensure accurate auction dynamics. That’s good for buyers and is sure to bode well for digital spend, be it desktop, mobile or any other screen. For sellers, header bidding creates the opportunity for significant yield lift, with the caveat that the issue of tag management moves front and center, becoming critical to publishers’ success.

The next piece of the puzzle is wrapper/container technology. Basically, a portion of publisher-side ad serving has moved into the header of a page (even Google missed this trend), creating the new model for a programmatic world. If you follow the continuum along its natural path, the next wave will result in purposeful programmatic technology built to unify ad serving against all demand.

You think some tech providers are behind on header bidding? When you consider the need for a wrapper to do this right, that is likely a huge understatement.

To be truly valuable, wrapper technology needs to not only provide a container for all header tags, but also must provide easy-to-use and easily accessible management tools for publishers to be able to make sense of all their header demand. It should create a transparent environment based on the principles of access and fairness. Inventory controls should be back in the hands of the inventory owner. Supply-side tech companies should facilitate all of this, not limit it, and should therefore be completely open to integrating all demand in order to serve the best interests of the publisher.

For the record, PubMatic implemented our first header tag tech in 2012 and released our enterprise-level wrapper solution last year. We listened to the market and addressed the need early on, taking into account our customers’ needs above all else. Publishers are back in control and players (including Google) who have built businesses on their backs are officially being de-leveraged. Oh, did I mention that our wrapper features open-source tags AND publishers don’t have to pay a dime for it?

We are ahead of the game and putting our money where our mouth is. Ready to talk?

To find out more about PubMatic’s header bidding and Wrapper Solution, email info@pubmatic.com and stay up to date on all of the latest news by following @PubMatic on Twitter.

Why You Hate Ad Tech

This piece authored by Evan Simeone, Vice President of Product Management at PubMatic.

This piece authored by Evan Simeone, Vice President of Product Management at PubMatic.

As a longtime software developer and product manager, I value innovation. Unfortunately, innovation and easy, seamless operation aren’t related. Or if they are, it’s often an inverse relationship. After all, what distinguishes an early adopter is a willingness to put up with an incomplete, unevenly polished product simply because it’s new. Ad tech provides unsettlingly consistent examples. The whole industry didn’t exist two decades ago, but in that short time it has evolved and innovated constantly – criticism of ad technology never faults it for its slow pace. So in effect, whether we like it or not, in this industry we are all early adopters at all times; by the time one piece of tech stabilizes and is adopted widely, it’s no longer sufficient and the next new thing comes along. But these are integrated business applications we’re talking about, not the latest consumer gadget. Adopting new solutions is not so simple when you need everything to be connected and interoperable, when you’re trying to run a business at scale, for example. So for all its innovation and rapid change, ad tech quality and effectiveness often seems to be going backwards, at least from the perspective of actual users trying to run actual digital media businesses. That’s why so many people hate ad tech.

To say this poses a challenge for ad tech product developers is an understatement, which is why many in the ecosystem simply choose to ignore it completely. But this is exactly the problem we decided to solve at PubMatic. How can we deliver ad tech solutions to publishers that are at once innovative, high quality, flexible and adaptable to inevitable change? How can we provide a consistent, reliable, easy-to-operate platform that is also radically innovative and flexible?

Two years ago we set about answering these questions. In order to get a better handle on the problem and understand it clearly from users’ point of view, we talked to hundreds of people in the industry—day-to-day users and business stakeholders of all types. We investigated across all regions globally, both on the publisher and the demand side. While we saw a lot of variation in the feedback we received, there was a consistent pattern of frustration with ad technology that is either considered legacy and generic, or niche and difficult to integrate.

Frequently, “legacy” and “generic” were defined in terms of the traditional ad servers that were designed primarily for desktop display inventory, making them poorly suited to today’s multi-channel, multi-format, multi-device businesses. In the category of newer, niche solutions, they cited those that focus only on mobile or native, which may do one specific thing well but are difficult to integrate into a scalable enterprise solution and workflow.

We also took a hard look at our own technology and reassessed every piece of it, both individually and in the wider context of a full, integrated solution, and asked ourselves a few important questions. How completely does our tech address the full spectrum of modern demand channels, screens, and formats? How easy is it to use all together, to operate at scale and to integrate with other solutions? How adaptable is the foundation, and is it flexible enough to deal with whatever tomorrow will bring?

While we were proud of the products we’d built, we quickly realized that in order to solve the bigger problem we needed to rethink how our products work together and how other technologies can plug in. We needed to think of everything we built within the context of a complete, interoperable full-stack solution—one that was at the same time entirely modular, extensible and customizable. Pieces that weren’t compatible with this objective needed to be redesigned and rewritten, while others could be adapted and better integrated.

The main challenge was that everything needed to fit together seamlessly and yet also be decoupled and pluggable. Internally, we used the metaphor of a Lego kit. You can use all the pieces that come in the box and have a complete end-to-end publisher ad tech stack, including direct ad serving, indirect monetization, cross-channel optimization, mobile, native, video, and comprehensive advanced analytics for all of it… or you can rearrange and swap out pieces from other kits to develop endlessly varied, customized and differentiated solutions to meet your needs and easily integrate new innovation.

Developing a seamless full-stack solution that’s also completely modular is, of course, easier said than done, and it did not happen overnight. And I’m happy to say that with the recent announcement of our new unified, modular platform, PubMatic SEVEN, we released exactly that. It was worth the time it took because the investments we made in providing not just point solutions or “pipes” that work, but in refining the workflow and interoperability, the integration points and APIs, made a real difference in the experience publishers have running their businesses. And because the platform is entirely modular and extensible, we have a great foundation to innovate further and to make it easy for our publishers to integrate the innovations of others in the ecosystem.

The exciting part is that although the recent release of SEVEN is the culmination of a couple of years of work, this is really just the beginning. We see the pace of innovation and product development only accelerating in 2017. And because we have a completely modular, well-integrated full stack platform on which to build, we’re confident that future innovation will support easy operation and overall quality, rather than get in its way.

For more information on PubMatic’s comprehensive revenue management platform, SEVEN, contact your account manager, email info@pubmatic.com or follow @PubMatic on Twitter.

The Fraudulent War Rages On

Eric Mischel, Senior Director of Product Management

Eric Mischel, Senior Director of Product Management

Fraud continues to be one of the greatest concerns in the digital advertising space. Despite the progress that has been made, our industry evolves at a rapid pace, which led to the emergence of new deceptive practices. As a result, buyers still have quality concerns around due to the presence of botnets, pixel stuffing, domain spoofing, and ad stacking – let alone the complex issues of spurious content.

Over the past year, buyers, DSPs, and some exchange platforms called for the industry to start policing itself. In fact, as recently as December of 2015 a study from the Interactive Advertising Bureau (IAB) found that advertising fraud cost advertisers $8.2 billion per year—with $4.2 billion lost to “nonhuman traffic,” $1.1 billion lost to “malvertising-related activities” and the remaining $2.4 billion lost due to “infringed content.”[1] It’s no surprise then that the buy-side of the industry was up at arms over these issues.

As tools became available from companies like Integral Ad Science (IAS), ForensIQ, White Ops, MOAT and various others, SSPs and publishers began scanning their inventory and removing the majority of suspicious and malicious impression requests.

These efforts provided industry-wide benefits. As inventory is scanned and turns out to be quality rather than fraud, buyers’ trust in the publishers in question inevitably increases. This trust in turn results in demand partners increasing their willingness to buy a publisher’s inventory, as they can be more secure in how their campaigns are targeted and delivered.

Despite initial pushback from publishers due to the increased cost and the complexity of scanning and qualifying their inventory, we are seeing more publishers begin to comply with buyers’ demands as proof that advertiser spend will shift away from questionable inventory to verified inventory continues to stack up.

Fraud and Quality: Not One-Way Streets

While the sell-side of the industry made large strides in verifying the quality of their inventory in response to requests from the demand side of the industry, these actions have been rather one-sided to date. Malware, spoofed landing pages, unidentified creative attributes and various other nefarious things continue to flow forth from the buy-side.

Malware and other fraudulent activity is a danger to all parties within digital advertising, with cascading effects. Not only can a user’s device become infected via malware, for example, they also are likely to install an ad blocker, or to avoid a publisher’s site entirely as a result of other fraudulent activities. This causes a reduction in inventory volume, which can in turn reduce not only a publisher’s revenue, but also their trust in programmatic and potentially lead them to move back towards ‘safer’ direct sales models.

The issues compound as SSPs and exchanges are forced to build out additional tools to throttle back DSPs in an effort to maintain quality on their platforms based on aggregated advertiser data. Unscrupulous advertisers are running campaigns that knowingly disrupt the user experience or spoof landing pages in an attempt to fool publisher-implemented block lists. In the end, quality advertisers can get caught in the slurry, losing access to high-value inventory because of the actions of other, nefarious buyers that happen to be utilizing the same platforms.

At the same time, while the OpenRTB standard the majority of buyers use allows creative attributes to be passed to SSPs, they are almost universally not being passed. The OpenRTB standard also allows for SSPs to provide creative restrictions to DSPs and buyers, but this information is passed it’s often ignored. As a result, SSPs were forced to develop their own solutions in order to protect their publishers from creative formats that are likely to interfere with the way in which publishers intend their content to be consumed (one of the greatest sins publishers can commit in the eyes of consumers, who have little to no tolerance for interruptions to their user experience).

At PubMatic, we not only developed our own solutions, but also partnered with outside companies to handle Abhorrent Advertiser Activity, and we’re not alone in doing so. We, and other platforms, employ teams of people dedicated to finding and stopping ‘bad ads’. But these are just Band-Aids that treat the symptoms of the problem rather than addressing the real causes. While we can pre-scan demand to ensure compliance, we must both identify and classify before we can perform any comparison. Until we treat the source of these issues, we will remain in a reactive state.

A Long-Term Solution is Needed—and Does Exist

Just as SSPs and publishers implemented tools and established processes to police inventory, DSPs and buyers must do the same and help to eliminate questionable advertising. While the tools to achieve this exist today, we need to ensure that our technologies, processes and policies allow us to take advantage of them. Self-serve platforms must implement a layer of creative approval. Buyers and advertisers must register their creative attributes, for all creatives, as well as the actual landing page, and the advertiser name needs to be passed in all bid responses. These three reasonable actions, all of which are supported by the existing OpenRTB protocol, are all that is required to show good faith in the eyes of the publisher community.

An open, fair and transparent market requires that both sides see exactly what is being bought and sold. Publishers and SSPs have done their part, and now we ask the same from the demand side.

We urge those companies on the buy-side of our industry to take steps towards advertiser transparency under the banner of publisher confidence. Programmatic buying, in all its forms, is at risk whenever malware or an explicitly forbidden creative is served. While no solution will be 100% effective, any effort from the demand side to address the root of the problem will have positive effects. The inclusion of creative attributes and correct, transparent, landing page URLs will both reduce brand control violations and provide additional targeting data to buyers to help their own spending decisions.

At PubMatic, we continue to improve both our internal processes as well as our products and solutions, while also partnering with the best industry solutions for identifying and counteracting malware and other fraudulent activity. We continue to strive to provide the highest quality demand while abiding by our publishers’ creative restrictions. In this ever-evolving world of digital advertising we will remain vigilant. We ask that you do the same.

To find out more about PubMatic’s Ad Inventory and Quality tools, part of the company’s revenue management platform, SEVEN, contact your PubMatic Account Manager or email info@pubmatic.com.

[1] https://techcrunch.com/2016/01/06/the-8-2-billion-adtech-fraud-problem-that-everyone-is-ignoring/

OpenWrap: Open For Business

hussain

Hussain Rahim, Director of Product Marketing

This month, PubMatic is celebrating its 10th anniversary–in other words, we’re celebrating ten years of working to deliver products that are carefully aligned with the needs of our publishers. Over the past year we’ve been listening carefully to the challenges publishers face and their needs as they navigate the complicated world of header bidding and wrapper tags. We’ve seen tremendous growth and adoption not just of header bidding (in fact, we’re seeing more than 100 billion header-bidding-enabled impressions per month), but also in wrapper tag interest and adoption, growth that we’re looking to accelerate even more as we approach 2017.

While we’ve always promised full transparency with our Wrapper Solution, we’ve also known that providing the flexibility of an open source solution is important to some publishers. Since we first devised our Wrapper Solution we were committed to making it open source, and last month we followed through on that promise.

OpenWrap is an open source project hosted on GitHub under an Apache license that provides access to the technology that lies at the core of the PubMatic Wrapper Solution—specifically, our wrapper tag. This ensures fair and transparent auction dynamics, removing the ambiguity and risk associated with closed-source proprietary wrapper tags available in the market.

OpenWrap also provides the benefit of ensuring transparency for any header tag partner that a publisher wishes to use, further streamlining the wrapper tag integration process and driving interoperability across the header bidding and ad tech ecosystem.

Finally, we see OpenWrap as a great tool for power users and advanced publishers that already have a strong understanding of wrapper tags and want to take advantage of a powerful and extensible tool to customize it and/or plug-in their own analytics—capabilities that existing open-source wrapper tags do not provide. This allows publishers that want this level of control to fully take their header bidding strategy into their own hands.

During our conversations with publishers this year, we’ve heard publishers say they see existing open-source solutions currently on the market as a bait-and-switch situation, promising control and then charging for analytics and support as the integration gets complicated. We don’t think publishers should be left to complete complex integrations and without, account management, a easy-to-use UI or the enterprise-grade analytics. We see these as core elements of any wrapper tag and are excited to be able to offer these features to OpenWrap users.This makes PubMatic’s Wrapper Solution, built on our OpenWrap technology, is the industry’s first and only free, open-source header management solution that provides this level of transparency while simultaneously allowing publishers to reclaim control over their ad decisioning.

We look forward to contributions from publishers and ad tech professionals in the open-source community as they dive into the code behind OpenWrap. We’re sure that their contributions will help reinforce OpenWrap’s position as the most publisher-friendly and feature-complete wrapper tag on the market.

To find out more about header bidding, OpenWrap or PubMatic’s enterprise-grade Wrapper Solution, email info@pubmatic.com.

Thriving in a Fragmented Ecosystem: The Case for a Unified Ad Server

Kristen Fellows, Senior Director, Product Marketing

Kristen Fellows, Senior Director, Product Marketing

When it comes to the current state of ad serving, Gavin Dunaway, the Senior Editor of AdMonsters, said it best: “It’s time to shift our focus from workarounds to a long-term solution. And that involves reconsidering how the ad server operates.

It’s true: efforts to keep pace with more impressions, more technology, more touch points, and the level of relevancy required by consumers led to a highly fragmented technology stack that continues to fall short of publishers’ needs. As new screens, formats and channels are added the infrastructure only becomes more cumbersome. In fact, current ad serving solutions have evolved from complex (and expensive) to actually inhibiting revenue growth for publishers.

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In light of all of this complication and chaos, we want to address three of the biggest challenges facing publishers in the digital media ecosystem today—managing fragmented inventory, optimizing across demand channels, and overcoming difficult system integrations—and PubMatic is developing solutions to help solve for each of them.

Challenge #1: Managing fragmented inventory.

According to research from Winterberry Group, on average marketers use more than 12 different tools—and some as many as 31 or more—to manage campaigns and data[1]. We all know that publishers face this same challenge, as complexity is evident across the entire digital ecosystem.

With that in mind, take a look at the diagram above. Let’s assume that publishers have different log-ins, UIs, and workflows for IO-based, programmatic, native, mobile and video campaigns (which clearly is a reality for many companies). Now imagine you’re in Ad Ops creating campaigns, managing inventory, doing optimizations, and configuring channels… the resulting amount of time spent learning and leveraging various solutions is staggering.

Imagine the time you’d save if you could do all of this from one location.

That’s where our Unified Ad Server comes in. We built it from the ground up with the goal of simplifying the workflow associated with managing both programmatic and non-programmatic demand, various screens, and ad formats—all from a single dashboard.

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Challenge #2: Optimizing across demand channels.

You might be thinking ‘Great, I can see all my inventory in one place, but what good is that if I can’t optimize across those various sales channels?’ Publishers are looking to increase monetization, and with existing solutions they’ve had to do a bit of guesswork to determine how to best do that. Until recently, no easy, simple option existed for optimizing across demand channels, despite the importance of the ability to do so on publishers’ bottom line.

In a discussion on the topic at a recent PubAcademy, the head of revenue operations for a large, US-based media company described how his organization uses a combination of tech partners and tools (as many as eight or nine in some scenarios) to address this issue: “We do allow our indirect revenue sources—whether associated with private exchange deals or open exchange deals, to compete with and even trump our direct sold campaigns.”

At PubMatic, we believe not only in giving publishers as much control as possible, but also offering simple solutions for complex challenges. With our Unified Ad Server publishers can decide if and how much programmatic demand like open market RTB and private marketplaces competes with direct sold campaigns (i.e. guaranteed line items)— and to do so on an impression-by-impression basis. Publishers can determine which direct line items they want programmatic to compete with, the degree of impact on higher priority line items they’re willing to accept, and weigh that against the potential monthly revenue upside.

Feedback from Bonnier Tidskrifter, an early adopter of our Unified Ad Server, highlights the importance of addressing these major publisher pain points. “It’s great to see companies like PubMatic developing the ability for publishers like us to optimize revenue across channels,” said Bonnier Tidskrifter Head of Programmatic Stefan Carlsson, “Especially without sacrificing guarantees.”

Challenge #3: Difficult system integrations.

Given all of the challenges and complications we’ve discussed thus far, is it at all surprising that another major publisher challenge has to do with the difficulty of trying to integrate with different partners and navigate the “ins and outs” of using various systems?

Since our inception in 2006, PubMatic has been focused on publishers’ needs, and we believe that the ability to leverage the insights and expertise that publishers have built over the lifetime of their business is invaluable in differentiating themselves and succeeding in today’s marketplace. That’s one reason why we built our Unified Ad Server as part of our customizable, modular solution. We want publishers to continue to use their proprietary workflows, systems, and in-depth knowledge of their own businesses to truly establish a competitive advantage in the crowded digital media ecosystem.

As one industry expert recently commented at a PubMatic PubAcadmey, featuring header bidding-related content, “There’s a need in the market for a more progressive ad serving solution than DFP.” At PubMatic, we certainly agree, and we encourage you to take a few minutes to find out more about our Unified Ad Server and all of the other components of our revenue management platform, SEVEN.

To learn more about PubMatic’s Unified Ad Server, the company’s comprehensive revenue automation platform, SEVEN, or any of the other PubMatic products and services, visit www.pubmatic.com or contact your PubMatic Account Rep.

[1] “Too Many Tools? New Data on the Complexity of Marketing Technology,” HubSpot Blog. 15 Feb. 2015.

PubAcademy: Education Through Engagement

Emma Newman, Vice President of Marketing, International

This post authored by Emma Newman, Country Manager, UK

At a time when many of the technology providers in our industry are beginning to look alike, true differentiation is defined by openness and partnership. Tech vendors must have their customers’ best interests in mind (rather than being focused on their own, potentially competing interests) and should be able to provide education and strategy that will help their customers reach their business goals rather than focusing solely on the nuts and bolts of the technology they provide.

At PubMatic, we understand the value that is unlocked when we listen to customers and respond to their needs through innovation and communication. This ensures that they are in the best position to achieve their individual business goals and address the unique set of challenges each face. A key element to making this work is knowledge sharing, and our global educational forum PubAcademy is just one example of how we bring our beliefs to life in a tangible, meaningful way for our customers, clients and partners.

PubAcademy began in 2014 as a response to a series of direct requests from UK publishers that wanted to better understand the programmatic landscape and viewed PubMatic as the right partner to help them do so. And last month, PubAcademy had the distinction of celebrating its 25th event as well as the achievement of holding three successful events on three different continents (Australia, Europe and North America) within a 48-hour period. Over the two years since its inception, PubAcademy (formerly known as “Publisher Academy”) has covered dozens of hot industry topics, such as ad blocking, header bidding, programmatic mobile and ad serving.

The Evolution of ‘Publisher Academy’ and Birth of ‘PubAcademy’

In October 2014, we launched our Publisher Academy in London, featuring an intimate environment designed to encourage open dialogue among attendees. Following the event, attendees were encouraged to network with one another over drinks, giving them time to share and debate best practices, challenges and solutions in an open environment.

The response to this first event was overwhelmingly positive, and it quickly became clear that we had hit upon a good format for these discussions. This positive momentum carried us into 2015, and we rolled the program out across Europe in Italy, Germany and Sweden. While moving into new markets, we also continued to hold our monthly Publisher Academy events in the UK, securing speakers ranging from Amir Malik, Programmatic Director, Trinity Mirror PLC; Wayne Blodwell, Founder & CEO at The Programmatic Advisory; and Chris Arnold, Founder, Creative Orchestra to discuss myriad important industry topics, such as mobile creativity, data activation and of course, header bidding.

pubacademy-map

Early 2016 saw the expansion of our Publisher Academy events to APAC, with forums in Singapore and Delhi where clients, partners and prospects discussed header bidding. By this time, our audience makeup had shifted to include media buyers and tech vendors in addition to publishers—ultimately making for a more interesting and fruitful discussion for everyone in attendance. As we readied for our initial US event during Advertising Week in New York City—bringing the subject of header bidding to the week’s conversations with representatives from Gannett, MediaMath and Rocket Fuel—we decided that we needed to brand these events, and that the branding should reflect the varied audiences we now have in attendance.

Thus ‘PubAcademy’ was born.

One of the uniques selling propositions of PubAcademy is that it not only began in response to requests from our publishers, but that the topics we choose to address are customer-led and reflect the challenges they face on a daily basis or questions they have in response to industry topics. In other words, it’s not a sales pitch, a fact that helps us maintain the integrity of the conversations we have at each event.

What’s Next? PubAcademy Goes Real-Time

pubacademylogouniversal-01One universal truth about the advertising technology industry is that it never stands still, meaning that initiatives like PubAcademy are vital if our customers are going to be in the best position to navigate this ever changing landscape.

For that reason, we’ll continue to invest in PubAcademy, expanding the brand globally by launching in Japan in early 2017. We’ll also be extending the reach of PubAcademy beyond those locales where we have a physical presence through development of a dedicated PubAcademy section on our website. This will ensure that customers and partners can access this resource wherever they are, whenever they want.

As we move through Q4 of this year, we’re looking forward to more successful PubAcademy events around the globe in 2017. Stay tuned for details on the next event in your region; we hope to see you all there!


 

To find out more about PubMatic’s PubAcademy events, including when the next one will be held in your region, or to suggest a topic or speaker for a PubAcademy session, email PubAcademy@PubMatic.com

SEVEN Is The New One

PubMatic CMO Jeff Hirsch

PubMatic CMO Jeff Hirsch

Since we announced our comprehensive revenue automation platform, SEVEN, at DMEXCO last month, we’ve gotten a lot of buzz about our new technology offerings. After all, this was the largest set of technology releases in the history of PubMatic. In addition to stimulating deep conversations with our customer base, we have also fielded a lot of questions about the platform’s name. Perhaps most commonly, we’re asked why the platform is called SEVEN and why the company chose to move away from the “One Platform” positioning we’ve had for nearly a decade.

So, what is “SEVEN”? Well, if you want to get “technical,” seven is one more than six, three less than ten, the number of days in a week… And that’s about how important the actual number is to our platform… Okay, we did spend a bit more time on it than counting on our fingers, and I’ll explain that more in a bit.

Ultimately, the idea is bigger than a number.

For years the ad tech industry has been guilty of overcomplicating how we discuss what are already complex technology and offerings. That’s perhaps in part why many of us have been so focused on creating and naming a single-stack solution capable of solving all of publishers’ and advertisers’ needs in one place. It’s a noble notion, just not one that is specific to what our constituents are asking for. The best of all worlds is having a single source solution AND having the ability to address specific customer needs through a modular approach. Let’s dive a little deeper into this.

There’s no doubt that the concept of “one” was a popular one (pun intended). In fact, during the eighteen-month period from April 2014 to August 2015, the ad tech industry saw an explosion of solutions highlighting this concept: Neustar launched a DSP called “PlatformOne”; AOL rolled out its programmatic platform, “ONE”; MediaMath announced its “Bloomberg Terminal for marketing,” called “Terminal One,” and at PubMatic we continued to promote our “One Platform” message (“Every ad. Every sales channel. Every screen. One Platform.”).

“One” speaks to the popular desire for simplicity in a complex industry. Ultimately, however, it also reflects the aspirations of technology providers rather than the actual needs of their customers. Tech vendors aspired to be the whole platform that customers could use without the need for any supplemental tools or solutions, and the concept of “one” that dominated our naming conventions for over a year highlighted that desire. (Interestingly, this concept can be traced as far back as 2011—and possibly even further—to the creation of the Japanese ad tech company Platform One, which then launched both a DSP called MarketOne and an SSP called YieldOne.)

Simplicity and the concept of one solution are not necessarily synonymous, however. The fact is that publisher and advertiser businesses are far too sophisticated, their needs too complex and varied, for any “one-size-fits-all” solution to succeed. Customers need the ability to pick and choose—to customize—the tools they need in order to address the specific challenges that they face, and the nature of our industry means that no two customers are facing the exact same set of challenges. Even a technology behemoth like Google isn’t able to supply everything to everyone and even if they could, there would be reluctance to be beholden to them.

Despite our industry-wide focus on “one,” many of us, and especially PubMatic, have spent years building the kind of solutions that our customers actually do need: namely, modular ones.

Why SEVEN, as opposed to Revenue Buster, YieldFixer—even SIX or TEN—or any other name for that matter? We decided on SEVEN as it represents the number of major inflection points in the evolution of technology in the media and advertising industry. Accordingly, our focus on innovation has meant that we have led many of those changes. From the first ad server to the advent of Real-Time Bidding for publishers, the automation of direct sold inventory to the ability to access analytics in real-time, we’ve seen myriad technological advancements that have accelerated the media industry. While some of them are of particular importance to us, we also recognize that they could number as few as three or as many as fifteen, depending on your perspective.

In short, SEVEN is the new name for the PubMatic platform that encompasses the wide array of technology offerings from PubMatic. There will be no EIGHT, there was no SIX, and the arsenal of products housed within our platform certainly numbers well over seven. Ultimately, it’s less important to fixate on our platform’s name than it is to continue to innovate technology solutions that help publishers and advertisers thrive in today’s rapidly evolving media landscape. Sometimes the best marketing is that which understands the power really lies in the ability to create a dialogue; if SEVEN has led you and your clients to have more conversations, then it has already been hugely successful. Keep having conversations about SEVEN, have a lot of fun with it, and continue being an important part of an organization that driving leadership in the industry.

And just remember, what you do at PubMatic matters.

 


 

Find out more about the PubMatic platform, SEVEN, or to learn about all of PubMatic’s solutions, visit www.pubmatic.com.

PubMatic @ Advertising Week

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It’s hard to believe that fall is here already and another Advertising Week is upon us! The PubMatic team is excited to kick off Advertising Week with an action-packed schedule of events, and we hope that you’ll join us!

MMS @ Advertising Week – “Taking Back Control”
Date: Monday, September 26
Time: 3:25 pm
Location: IAC Building – 555 W 18th Street

Kirk & Peter MMSDon’t miss PubMatic President Kirk McDonald and Peter Foster, GM of Global Advertising and Brand Solutions at Match Group, as they discuss publishers “Taking Back Control” during MMS at Advertising Week. Publishers need to evolve—and even join forces—in order to survive and thrive in today’s digital advertising ecosystem. Discover how forward-thinking companies like Match Group are addressing these questions head-on to ensure success today, tomorrow and in the future.



PubMatic’s PubAcademy US – “Header Bidding: Tactics & Strategies”
Date: Tuesday, September 27
Time: 4:00 pm
Location: PubMatic NYC – 229 W 43rd Street, 7th Floor 

For the first time PubMatic’s international thought leadership series, PubAcademy, comes to the US with a special edition for Advertising Week in New York City. The Header Bidding: Tactics and Strategies session will feature insights from industry leaders, followed by a brief Q&A and networking with drinks and nibbles.

Moderator:  Craig Chinn, VP of Customer Success, PubMatic
Panelists:    

  • Tim Wolfe, VP of Ad Operations, Gannett
  • Tanuj Joshi, Head of Media Partnerships, MediaMath
  • Ryan Teshima-McCormick, Director of Marketplace Development, Rocket Fuel
  • Ben Feldman, Senior Director of Operations, PubMatic

Register to Attend!



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Advertising Week – Telling Stories Across Screens & Programmatic TV
“The Cross-Screen Programmatic Dialogue”
Date: Thursday, September 29
Time: 4:15 pm
Location: Times Center Hall, ADARA Stage – 242 W 41st Street

PubMatic President Kirk McDonald takes the stage at Advertising Week with Andrew Feigenson, Managing Director of Digital at Nielsen, Eric Franchi, Co-Founder of Undertone and Seth Rogin, President & CEO of Nucleus Marketing Solutions to discuss the impact of digital, video, and mobile on the art of storytelling and story-making. These industry experts will address whether it’s possible to have a balance between content driving audience and content driving revenue in the digital world; how they are successfully integrating services and messaging into story-led multi-platform universes of original content; tactics for reaching target audiences in unique ways that grow brand awareness, and loyalty and advocacy.


We hope that you’re able to join us for our special Advertising Week edition of PubAcademy and we look forward to all the lively and informative conversations we’ll be having together!

Infographic: Maximizing Mobile Moments

Insights from PubMatic’s Q2 2016 Quarterly Mobile Index

In the digital media industry, we constantly hear about the “mobile-first consumer” – the person who expects immediate access to information in the palm of his or her hand, whether at home or on the go.

We know that consumer behavior continues to shift towards this small screen—in fact, comScore reported[1] earlier this year that audiences now spend more time consuming media via mobile than they do on desktop devices. This raises the question of how publishers and media buyers can ensure that they are maximizing the potential of these high-value mobile moments?

The PubMatic platform, SEVEN, gives us access to terabytes of data , and we leverage this vast information set to identify trends around emerging media practices to help the digital media industry stay ahead of shifting content and advertising consumption behaviors. For the past year, our proprietary research report, the Quarterly Mobile Index (QMI), has provided publishers and buyers alike with helpful insights around mobile advertising. The Q2 2016 QMI can be downloaded here.

To complement the full QMI report, we’ve also put together “Maximizing Mobile Moments,” an infographic that outlines the three key trends identified in this edition of the QMI.

Be sure to check out the infographic, as well as the full report, which provides both publishers and media buyers with the information they need to maximize the effectiveness of their mobile strategies.

Q2 2016 QMI Infographic

[1] http://www.businessinsider.com/people-now-spend-more-internet-time-on-mobile-than-desktops-or-laptops-2016-4

PubMatic Launches SEVEN @Dmexco

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.