Publishers grapple with various challenges in ad serving as they strive to take back control of ad decisioning. PubMatic is dedicated to servicing the needs of premium publishers, and recently released the white paper, “Lessons Learned in Header Bidding,” highlighting best practices in header bidding.
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.
To header bid, or not to header bid? That has been the question on the minds of premium publishers over the past year as the programmatic tactic header bidding has permeated the media industry. Last year, PubMatic released the white paper, “Decision Manager: Your Inventory. Your Rules.,” that addressed the ways in which header bidding can solve key challenges for publishers, primarily created by the outdated “waterfall” process in inventory management. This year, we’re taking a look back at header bidding successes and challenges over the past twelve months in a white paper titled, “Lessons Learned in Header Bidding.”
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.
PubMatic is excited to announce that Paul Gubbins is joining the company as Country Manager for the United Kingdom (U.K.). Gubbins is tasked with increasing spend with key agency trading desks, programmatic buying units and demand side platforms (DSPs) as well as being responsible for developing new premium publisher relationships for the company, with a particular focus on growing and monetising mobile and video inventory. Gubbins will be based in London and report to Bill Swanson, vice president of EMEA at PubMatic.
By Kirk McDonald, President, PubMatic
What do the food and digital advertising supply chains have in common? To most, it may seem like nothing; but, perhaps surprisingly, there are numerous direct parallels that can be drawn between them primarily around complexity and potential quality issues. These parallels are increasingly useful in understanding how both industries can conquer their biggest challenges.
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.
Last month, we hosted our first Publisher Academy of 2016 in London, our 16th so far. Designed to educate and empower publishers to make the most of their digital assets, this time, we delved into the much talked-about topic of header bidding. We kicked off the afternoon with a deep dive into the evolution of header bidding and the landscape as it stands today. This was followed by a view from the buy-side provided by guest speaker, Charlie Ashe, Head of Digital Strategy at VE Interactive, and we rounded off the session with two workshops to really help our publisher partners understand the what, when and why of header bidding.
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.
The PubMatic team is on the ground at Mobile World Congress in Barcelona. We’re excited to make some new connections and reconnect with existing contacts during the conference. The PubMatic booth, located in Hall 8.1 – App Planet Stand 8.16E, is fresh with our new branding (more to come on that), and will be packed with team members throughout the week, so don’t hesitate to stop by and have a conversation!