| Website | pubmatic.com |
| Blog | pubmatic.com/blog |
| Category | Web |
| Phone | 408.480.0998 |
| rajeev.goel@pubma... | |
| Employees | 35 |
| Founded | 9/06 |
| Total | $7M |
| Seed Draper Fisher Jurvetson Helion Venture Partners | |
| Series A, 1/08 Nexus India Capital Draper Fisher Jurvetson Helion Venture Partners | $7M |
PubMatic is a meta ad server that sits between online publishers and online ad networks like Google AdSense, Yahoo Publisher Network and Value Click. Their service helps small- and medium-sized publishers manage and maximize their advertising inventory by seamlessly communicating with multiple ad networks to help them find the optimal ad layout and the highest paying ad network. They also provide them with a central dashboard to track all their ad networks and ad configurations.
Most publishers just insert AdSense code into their site layout and hope that they bring in some decent ad revenue. PubMatic wants to eliminate the complexity of finding the best ad network by providing an easy-to-use intermediary service that takes care of all the dirty work. This is significant since there are over 200 ad networks in operation today.
All users have to do is create an account, specify ad tags, like ads colors, location, ad units, etc, and PubMatic will start going to work to finding the optimal ad network for your site. Your PubMatic dashboard will boil down all the complex stats from across all your ad networks into digestible, universal stats like eCPM, click through rate, impressions, and revenue.
They currently optimize your ad layout for ad color only but they will soon be adding ad layout optimization for size, format, etc. This will definitely help plenty of publishers since popular ad networks like Google AdSense have over 9 billion different ad configuration combinations. Also, they will soon be adding more ad networks like Microsoft ContentAds.
PubMatic is also great for ad networks, because PubMatic stores publisher ad tags in a universal format that allows publishers to easily switch from one ad network to another if they offer optimal ad revenue. Plus, PubMatic eliminates publishers canceling ad network accounts since they keep all accounts active for future switching/use.
This helps to create healthy ad network and publisher relationships because it promotes mutually beneficial relationships; publishers get the best ad revenue and ad networks get more ad inventory if they offer the best ad revenue.
PubMatic’s presentation at TC40 2007.
| Website | pubmatic.com |
| Blog | pubmatic.com/blog |
| Launch Date | January 1, 2008 |
| Tags | pubmatic, ad-supported-software |
PubMatic allows online publishers to focus on site content and growing site traffic, instead of grappling with the complexities ad networks to find the best way to monetize their site ad space. They claim they can help optimize a publishers site from registration completion in only ten minutes.
PubMatic automates and optimizes these decisions in two key ways. First, PubMatic auctions the publisher’s ad inventory across leading ad networks such as Google AdSense, Yahoo Publisher Network, ValueClick, and others. By continuously monitoring the eCPMs that each ad network is paying for a publisher’s ad inventory, PubMatic is able to dynamically shift the ad inventory to the ad network that is paying the most.
Second, PubMatic’s sophisticated algorithms determine the optimum color scheme for a publisher’s text ads by looking at the publisher’s web page, the visitor, and other factors. PubMatic can change the color scheme for a publisher’s ads in real time in order to maximize conversions. Best of all, PubMatic lets publishers work with a single set of ad tags and generate consolidated reports instantly.
