PubMatic, a digital advertising platform company for publishers, has revealed extensive growth over the course of the first half of 2013. During this PubMatictime, PubMatic generated more than 176% growth in revenue throughout Europe, with significant expansion of customer activities in all European markets.
The European shift into programmatic buying and selling has taken hold and is projected to grow, with the latest figures revealing ecommerce ad spend world-wide increasing 14.4% year on year, according to IDC’s 2013 report. Western Europe RTB spend is predicted to reach $2.5 billion in 2016, with Japan not far behind reaching an estimated $1.1 billion revenue growth in 2016. The market share of RTB display advertising spending will grow from 3% to 19%, seeing its share of indirect sales expand from 8% to 52%.
2012 saw markets such as UK, France and Germany shift from early adopters of RTB, to a more mature understanding of the automated landscape. As these regions move into the latter part of 2013, adoption of integrated cross-platform capabilities and the use of Private Market Places (PMPs) continue to rise. In April this year, PubMatic revealed dramatic growth in PMP’s, citing a 128% increase year on year and a strong outlook as more media buying moved to PMPs. Mobile is also showing significant growth in PMP activity and is addressing the fundamental challenges for publishers experiencing growth in mobile media consumption, which is reaching more than 30% in many markets. IDC confirms these trends citing further growth world-wide will come from RTB-based mobile ad sales, and premium inventory sales.
Capitalising on these trends, PubMatic have accelerated their expansion across Europe in the last 6 months, launching with customers in Spain, Italy, Turkey, Poland, the Czech Republic and the Nordics. The continued growth of the RTB and Programmatic landscape has enabled PubMatic to expand its operations globally, as the company continues to attract a premium client base.
To support this expansion, PubMatic has promoted UK Publisher Sales Director, Gareth Holmes, to Commercial Director EMEA, where his primary role will be to lead the company into these expansion markets and to encourage programmatic adoption across all devices.
Liz Tucholski joins PubMatic as Client Services Director, EMEA, bringing more than 10 years of experience in managing complex publisher relationships in EMEA. Liz will be responsible for world class service and support and will lead her team into the process of managing the rapid increase of clients, as PubMatic continues to grow across EMEA.
In addition, Rémy Cottin has joined the London team as Strategic Account Manager for EMEA. He brings experience from industry companies such as Criteo and GoViral, where he worked in both the French and International markets. Joining with over 7 years of experience across the mobile marketing spectrum, Denitza Mihaylova will drive the acceleration of mobile and desktop programmatic buying in the French market. She brings experience from InMobi, LD Media and Motricity and will be an integral part of expanding the company’s mobile and desktop portfolio.
Rob Jonas, Vice President & Managing Director EMEA & APAC said: “We work with over 300 premium publishers globally and are rapidly growing our client base across EMEA. The Programmatic market is exploding and our multi-platform offering is being adopted by premium publishers relying on us to manage both their premium and unsold inventory efficiently through our technology platform. The expansion also comes with the rise in mobile advertising sales, as we’re able to offer a fully integrated technology platform for all devices – desktop, tablet and mobile. We’re excited to have these three new industry experts on board, and will be expanding our EMEA team further in the next 12 months as we finalise the launch of our new European headquarters.”