PubMatic Takes $7 Million Series A

One thing folks signing up for Pubmatic need to realize is that they would not see instant results. Unless your blog gets tons of impressions, it’d take time for you to see difference in your earnings after beginning to use Pubmatic.

It is proven that this thing works but now what is their revenue model unless they change from their existing free to paid service model.

Is PubMatic reliable?

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Is this something like a middle-man? I tot the Internet is good at making the in-betweens redundant.

I dont see a difference with Right Media’s Direct Media Exchange. Am I missing something here?

Hmmm…. I have been thinking on these lines and i believe i do have a revenue model.

But again… what does this ‘pubmatic’ name itself mean… any relevance to advertising industry?

Hi Duncan and others,
This is Rajeev Goel, co-founder and general manager of PubMatic. I wanted to clarify one item in the post and respond to a few reader questions. The investment from Nexus India Capital, Draper Fisher Jurvetson, and Helion Ventures is a Series A equity investment.

PubMatic is an ad optimization platform that seamlessly connects publishers with ad networks. For publishers, we automate and optimize decision making on which ad networks to send ad impressions to on a per-impression basis, as well as the optimal configuration for ads. For ad networks, we identify qualified publishers and help them reduce their churn. We support seven of the top eight ad networks per comScore Media Metrix and many more.

To answer a few of the questions in response to the post, some publishers see results within a day or two while other publishers may take one to two weeks to see results. It depends on the ad network relationships that a publisher has, which of our services they are using, and how much optimization they have previously done on their own. We have several case studies of publishers seeing improvements almost immediately (http://www.pubmatic.com/publishers/success-stories.html). That being said, we are by no means perfect and are using our beta period to learn as much as possible and deliver as much value to our customers as possible.

PubMatic supports the largest ad networks in business today, unlike some exchanges, in order to optimize ad serving decisions. These ad networks have the largest reach among the US Internet audience and the most liquidity with respect to advertising dollars.

The name PubMatic is a concatenation of the words “publisher” and “automatic”.

We are in an open beta right now and encourage any publisher who is interested to check us out and try us out.

Thanks.

This may be just a british thing, but PubMatic sounds like a slot machine company.

I’ve been wondering when a good solution (I hope they’re good) like PubMatic’s would come out. Publishers need to be able to optimize/maximize earnings. I realize there are other solutions in the space, but none has caught my eye yet. I’d be interested in what other TC readers have tried and liked. It’d also be a great topic for TC to do a full feature / comparison article (or have they already done one? If so, link please

We offer a similar service to PubMatic, called YieldBuild. In addition to optimizing for revenue across a number of ad networks (as PubMatic does), YieldBuild also takes the guesswork out of ad formatting, running optimization tests to determine the best ad positions, format, colors and styles, and number of ads from each network. We’ve found that live testing is the only way to know what characteristics and combinations work together to maximize revenue for the page - each site and page type is different.

YieldBuild also continues to test variations of optimized layouts, as site traffic patterns change, and as ad blindness sets in (common on blogs and social networking sites where the userbase is the same day in, day out). We’ve found that high-traffic sites that convert poorly are our best customers.

We have a growing group of satisfied beta customers who are seeing substantial lifts to their contextual ad revenue.

There’s more info at our CrunchBase entry:
http://www.crunchbase.com/company/yieldbuild