PubMatic, the programmatic advertising platform company for leading publishers, today announced new audience discovery tools including audience matching, inventory discovery and a new buyer portal. The workflow automation tools empower media buyers to scale programmatic opportunities by connecting directly to multiple publishers with relevant audience segments. Further, media buyers now have the flexibility to transact with publishers via the user interface or platform of their choice by either building on PubMatic’s Unified Programmatic Direct API or using the PubMatic-provided buyer portal.
The new tools, part of PubMatic’s Programmatic Direct solution, drive greater visibility, sell-through and revenue for publishers by providing access to multiple demand sources and types through one unified platform. Publishers can improve the efficacy of inventory packaging and pricing by applying real-time insights into buying patterns. Publishers can also increase efficiency and remove friction in the sales process, freeing resources to focus on business strategy and growth.
“We’re committed to being the industry leader in Programmatic Direct solutions, including both Private Marketplace and Automated Guaranteed,” said Adrian Pang, Senior Director of Product Management, PubMatic. “At present, programmatic buyers still face many challenges when it comes to buying audiences, including lack of scale and insights into audience segments across publishers. Our new discovery and transaction tools allow our demand partners to create direct relationships with publishers to identify premium inventory that meets buyers’ audience needs and publishers’ monetization goals.”
PubMatic’s Programmatic Direct solution enables the following:
・Audience Matching – Advertiser audience segments can be identified across multiple publishers, providing buyers with increased scale of premium inventory that meets their needs while allowing publishers to maintain control over inventory value and increasing the flow of Programmatic Direct demand.
・Packaging and Discovery – Enhanced inventory and packaging tools allow publishers to control, manage and package premium audiences for sale to existing and new media buyers, while allowing buyers to build discovery and transaction capabilities into any platform or workflow system with PubMatic’s Unified API for PMP and Automated Guaranteed.
・Direct Negotiation – Media buyers and publishers can negotiate price and secure premium deals directly for guaranteed inventory without sacrificing quality or scale.
・Actionable Insights – Make informed, real-time decisions based on aggregated insights across channels and formats, providing sellers with insights into buyers’ interests to create packages that meet those buyers’ needs. Buyers can test and evaluate media strategies in real-time, becoming more agile in their marketing decisions.
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.