PubMatic, the programmatic advertising platform company for leading publishers, today announced the launch of a new API (application program interface) that enables media buyers to build discovery and transaction capabilities into their own programmatic platforms. PubMatic’s Programmatic Direct (PD) Unified API will provide the company’s buy side partners with unified audience and inventory insights across all sources of supply, including impressions that have previously been accessible only through time consuming sales calls, RFPs and media plans.
PubMatic’s Unified API will launch in two phases, the first enabling Private Marketplace functionality and the second activating the API’s built-in Automated Guaranteed tools. Phase one will launch with a host of demand side platform (DSP) partners, including DataXu, MediaMath, SiteScout, The Trade Desk and Turn.
Developed to meet media buyers’ need for automated, scalable workflow, comprehensive audience discovery capabilities, and efficient inventory access, PubMatic’s Unified API provides direct integration with PubMatic’s platform for instant access to packaged inventory across premium publishers. Powered by industry-first real-time insights, media buyers and publishers will be able to streamline the access, discovery, and packaging of high quality ad impressions at scale across all media formats and platforms.
“Although we’ve seen significant progress around the transaction of premium or guaranteed media buys, advertisers are still managing most direct buys manually,” said Sam Cox, VP, OPEN Global Media, MediaMath. “PubMatic’s Programmatic Direct API will allow us to add all deal types into our own platform and workflow, improving discoverability, efficiency, and scalability for marketers. This launch represents a necessary shift in the industry and the growing demand for faster and better decision making across deal types and ad formats.”
Benefits of PubMatic’s Programmatic Direct Unified API include:
For Media Buyers. Plug directly into a system that surfaces packages across PubMatic’s premium publisher base, with API support that will allow Private Marketplace and Automated Guaranteed deals to be integrated directly into the buy-side platform.
For Publishers. Streamline sales operations workflows while gaining insights into more effective methods for controlling, managing and packaging premium audience and inventory for sale to existing and new media buyers through a single unified platform.
“Increasingly, publishers and media buyers alike are realizing the need for easier and more efficient ways to transact, and PubMatic is committed to offering industry-leading Programmatic Direct technology to help them do just that,” said Adrian Pang, Senior Director of Product Management at PubMatic. “Our new unified API is an important part of our Programmatic Direct offering and will be followed with additional solutions designed to help our customers and clients realize the full potential of their direct sales channels throughout the course of this year.”
PubMatic’s Programmatic Direct Unified API is the next step in the company’s ongoing mission to provide publishers with the ability to package, manage and control their inventory across channels, screens and formats, all from a single, easy-to-use platform with robust, real-time analytics and insights. PubMatic’s platform is supported by seven global data centers including four in the U.S. and centers in Singapore, Japan, and Amsterdam. PubMatic currently processes over 1.5 trillion transactions on a monthly basis between buyers and sellers globally.
PubMatic is the technology platform that powers the programmatic advertising strategy of leading publishers and premium brands. Its innovative solutions help content providers drive the highest value for their digital media assets and provide consumers with a more personalized advertising experience across display, mobile and video. PubMatic’s One Platform, proprietary technology, and advanced mobile capabilities are utilized by a global roster of comScore publishers. Pioneering online auctions for the buying and selling of media through Real-Time Bidding (RTB) and Private Marketplace (PMP), the company also works with hundreds of advertising partners. Ranked by Deloitte as one of the fastest growing companies in the US Internet sector in 2012, 2013 and 2014, PubMatic has offices worldwide with headquarters in Redwood City, California.