2013年のデジタル広告における革新的なトピックは？（英文）
It’s become a tradition worldwide for individuals to start the year with a New Year’s resolution, setting goals and commitments to achieve throughout the next twelve months. Being part of such an exciting online whirlwind, PubMatic, has set goals, commitments and new product upgrades to continue revolutionising the online advertising industry. With a history of innovation in technology, here are PubMatic’s top 3 revolutions for the coming year.
Revolution 1: Real-time bidding & The EU
Gianluca Carrera, VP International, Managing Director Europe at PubMatic discussed the growth of Real-Time Bidding (RTB) last November in an IAB UK blog article: ‘Real time bidding gains steam throughout Europe’. With RTB expected to skyrocket from 2011′s £860 million to £8.6 billion in 2016, this year will without a doubt be part of this incredible increase.
RTB spend has made an incredible impact on the world’s digital advertising market, and PubMatic plans to be at the heart of the action. As the first to embrace advertising technology platforms, the US is currently the most immersed in RTB. The European markets however are slowly adopting RTB, and with the increasing demand for mobile, RTB is set to be a revelation within the online advertising landscape.
Revolution 2: Brand control and data management
With the success and growth of RTB, follows concerns and cautious behavior around brand and quality control. Research shows European Markets have apprehensions around RTB due to lack of brand control.
PubDirect, launched by PubMatic in early Spring 2012 is a management suite of tools and services powered by PubMatic’s Strategic Selling Platform that accelerates the publisher’s ability to monetise their guaranteed and non-guaranteed inventory in a private marketplace throughout all demand channels. PubDirect offers Deal Management which enables brand controls, enhanced pricing floors and deal modeling to help publishers do more than examine campaign performance.
Revolution 3: Mobile and demand
Mobile and tablets are becoming increasingly important, with over half the population of the UK currently owning a smartphone. According to Cellular-News, France gained 72 million mobile phone users by the end of September 2012, showing time spent on the internet on mobile devices is on the rise. With mobile technology forever evolving, the online advertising display industry can’t afford to ignore it.
With mobile being the hot-topic of 2012, it’s no surprise that the mobile revolution has challenged many publishers in terms of monetisation. Supply is outnumbering the demand and, as a medium, with so many devices to optimise, the challenge can seem somewhat daunting.
At PubMatic, we are constantly pushing to innovate mobile and ensure our publishers can monetise their inventory. We saw 700% growth in mobile paid ad impressions from Q1 to Q3 in 2012. The mobile revolution is all about making information easily accessible when and where consumers want. PubMatic’s innovations in mobile are bringing simplicity (and increased revenue) to the platform where we are all most likely to engage.
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