PubMatic (www.pubmatic.com), the digital media platform company for publishers, today announced the launch of its version 2.0 MRAID SDK on iOS and Android. The new version of the SDK includes an open adapter to enable all ad networks to seamlessly and easily integrate their SDKs into the PubMatic Master SDK. PubMatic pre-built in functionality to directly leverage Millennial Media, AdMob and iAD via its compact auction algorithm. This enables the leading publishers to work with the leading networks and all rich media formats through the PubMatic platform.
In addition to the MRAID enablement, PubMatic’s V2.0 SDK now contains an auction algorithm which speeds delivery and reduces latency and is extremely lightweight. “We know that beyond monetization, app developers value lightweight highly-functional technology. That’s why the PubMatic iOS SDK is on average 5X smaller than the average competitor’s SDK in the market at 2.9MB. Complementing this compact SDK is zero bytes of memory leakage delivering efficient performance and high impact auction-based monetization in one package,” says VP of Mobile Bob Walczak. “The powerful auction algorithm that PubMatic is known for on desktop is now embedded in its V2.0 SDK to manage embedded and external networks in a single auction, which is a first for the mobile industry, once again delivered by PubMatic.”
“Mobile advertising has been constrained by complexity and when you bring all of this functionality together you have a highly flexible solution for publishers and app developers that enables any network to write to the SDK via adapter or API, making this the last SDK a publisher will ever need,” continues Walczak.
Concurrently, device detection is now live in the platform. Device detection enables a wide range of targeting capabilities for mobile campaigns for publishers and enriches mobile device data to increase monetization. The platform can now detect device types (smartphones, tablets, connected TVs) and other mobile parameters like browser type.
“While PubMatic is a dominant player in the desktop market, we’re making a statement that we understand what matters in mobile and how to deliver the best solutions for all publisher device channels,” says President Kirk McDonald. “Mobile is our fastest growing area of monetization for our publisher clients,” he continues. “Between Q1 and Q3 of this year the number of paid mobile impressions increased 700%. We are supporting that growth with the lightest SDK that performs with all the major ad networks and through our enhanced targeting capabilities.”
PubMatic’s mobile V2.0 SDK 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 the 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.