PubMatic announced the results of the Forrester Total Economic Impact Study performed on four PubMatic clients, which revealed a three-year risk-adjusted ROI of 334%; 30% lift on eCPM for discretionary inventory through RTB; and 50% incremental lift by leveraging a Private Marketplace strategy with use of the platform.
The aim of the study, which was commissioned by PubMatic, was to examine the total economic impact and potential return on investment (ROI) publishers may recognise by deploying the PubMatic strategic-side platform (SSP). Benefits included incremental revenue generated through real time bidding (RTB) and via Private Marketplace (PMP); allowing publishers to create an invitation-only marketplace in which they make their inventory available to a select group of buyers such as ad agency trading desks and DSPs, with the ability to gain complete control over price floors. Benefits also included the ability to capture revenue from short term opportunities, the ability to use the platform to prevent non-optimal advertising from running such as bad creative or blocked advertisers, and operational efficiencies achieved from the relocation of sales staff to higher margin sales opportunities.
In order to produce the total impact report, Forrester Consulting carried out in-depth interviews with four existing PubMatic clients to obtain data on costs, benefits and risks, and created a composite organization from which to do the ROI analysis. The top line results of that analysis are as follows: Some of the themes highlighted by Forrester Consulting showed when working with an SSP such as PubMatic, publishers increase reach of demand partners, especially when working exclusively with one platform, resulting in higher fill rates and revenue; brand protection violations including malware preventions are also kept to a minimum and by simplifying the programmatic sales process, salespeople are able to focus on direct sales and Private Marketplace relationship development.
To read the other benefits highlighted within the study, download the complete report here.
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