PubMatic’s annual Ad Revenue Conference is just eight days away, and the team is starting to feel the excitement and energy in the air. Here are eight things we’re looking forward to at the conference this year. Request your invite here: http://www.adrevenueconference.com/
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.
With so many players entering the programmatic space it is often difficult for buyers to navigate the layers of complexity and buy with confidence. These complexities have greatly contributed to the lack of brand safety in bid environments for advertisers and dissatisfaction with programmatic efficiencies.
The stakes for publishers and advertisers are higher with mobile video than preceding formats, because consumers have greater expectations for high quality, relevant experiences. One bad mobile video ad can ruin a consumer’s content experience in seconds. For advertisers, mobile video offers more creative flexibility and, by utilizing touch screens, the opportunity to engage with consumers in a more immersive content environment. Publishers, in turn, benefit from higher CPMs and attractive new inventory to offer buyers. The potential opportunities in mobile video are significant, but hurdles stand in the way of mobile video advertising reaching fruition.
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.
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.
By Nishant Khatri, Director Product Management
Since the advent of programmatic advertising, publishers have auctioned off their impressions employing a technique called waterfalling. Waterfalling sees publishers offer the same impression to a series of demand sources – one after the other in near real time – until the publisher finds a source that provides a bid for the impression. The challenge for publishers with the waterfall has been that instead of consolidating all demand for an impression in one auction, it creates a dynamic where demand is segmented and cannot be revealed all at once.
For a PDF version of the infographic, download through the SlideShare link below.
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.