PubMatic, the digital media platform company for publishers, today announced new deal management functionality for Private Marketplaces (PMPs) which will make it markedly simpler for publishers and demand partners to negotiate and transact media buys. PMPs are programmatic buys where both the publisher and the demand partner agree to buy openly with pre-negotiated terms.
This upgrade to the user interface simplifies PMP operations due to streamlined workflow, allows publishers to create inventory packaging to push to select buyers at any time and creates a transparent negotiation environment for all proposals while keeping negotiation history all in one place. Upgrades to the demand portal now enable buyers to push RFPs out as well as respond to publisher proposals. Deal IDs are now auto generated and auto-emailed to both publisher and demand partner reducing the chance of error. This UI upgrade will also include full reporting for PMP which will be implemented within the next few months.
“There are multiple parties involved in Private Marketplaces: the publisher, the demand side platform, the audience management platform,” says President Kirk McDonald. “And what was supposed to be a fully transparent marketplace had too much work still going on over the phone and in spreadsheets which resulted in a lack of accountability and potential loss of information. Through our deal management upgrade, both buyers and sellers can see a history of all deals and communicate packages and opportunities directly through the system.”
“As the IDC report ‘Real-Time Bidding in the United States and Worldwide, 2011–2016’ showed, Private Marketplaces are driving prices up and improving the quality of the inventory in the programmatic trading world,” continues McDonald. “We’re proving real benefits to both our publisher and demand partners through such types of deals and we will continually upgrade the product to make the process more transparent, accountable and overall simpler.”
This enhancement to the user interface comes during a period of dramatic growth in terms of product development and international expansion for the business. The company recently announced the launch of its newest data center in Singapore. Additionally, in November, PubMatic was ranked the Fastest Growing Online Advertising Company in US Internet Sector, 20th Fastest Overall in North America, on Deloitte’s 2012 Technology Fast 500™.
Since 2006, PubMatic has been at the forefront of developing innovative technology to help publishers automate the process of evaluating and selling their advertising inventory. PubMatic (http://www.PubMatic.com) gives premium publishers a real-time media selling platform for managing revenue and brand strategy. PubMatic’s platform combines real-time bidding (RTB), the most comprehensive brand protection tools, unified optimization and audience insights as well as hands-on support to serve the world’s leading publishers. PubMatic is privately held, backed by funding from August Capital, Draper Fisher Jurvetson, Nexus Venture Partners, and Helion Ventures, and has offices around the world in the U.S., Europe and Asia.