With ad pricing from ad networks changing constantly, publishers not only have to keep a pulse on revenue from impressions, but also on which ad network is delivering the best value. In fact, publishers can benefit greatly from diversification in this dynamic environment. PubMatic, an online ad optimization service and TechCrunch 40 company, is launching a new product, Ad Price Prediction, that matches the optimal ad network with every ad impression with real-time functionality.
Ad Price Prediction’s algorithm has been developed using data collected by PubMatic’s ad optimization service over the past three years. The company processes more than 100,000 data transactions per second through ads served for 6,000 publishing customers, and has applied this data to its technology to enable real-time processing.
PubMatic offers a meta ad server that sits between online publishers and online ad networks like Google AdSense, Yahoo Publisher Network and Value Click. Their service helps publishers manage and maximize their advertising inventory by communicating with multiple ad networks to help them find the optimal ad layout and the highest paying ad network. They also provide users with a central dashboard to track all their ad networks and ad configurations.
Ad Price Prediction’s algorithm compares the price difference between behavioral targeting and contextual targeting on a single ad impression and then serves the publisher the higher paying ad. PubMatic says that its premier customers, publishers with more than $5 million in annual online revenue, were able to lift ad revenue by as much as 70% using Ad Price Prediction.
Competitors to PubMatic include YieldBuild and the Rubicon Project. AdWhirl also does dynamic ad optimization, but only for iPhone developers.
They should spend some of the money to get a new name. It’s like misreading public without the ‘L.’
I have found PubMatic to be an incredibly useful service, has really helped me increase my CPMs with their technology. When I’ve talked to PubMatic’s engineering team, it seems like their system is pretty sophisticated to do real-time optimization.
I’ve been using PubMatic for the last 4 months and have found steady improvements in ecpm every month. I’m making about 40% more than when I launched with PubMatic. I’m wondering if it will plateau at some point, but i’m way ahead regardless. They also helped me get multiple new ad networks launched.
i have no idea what Paul Lopez means, but click on his link! that is why he made the pointless comment. hats off to pubmatic, they’re pushing forward real time bidding which where this industry is headed.
This is a great service, it should leave the playing field. Better ads will come because of it.
http://www.yout...h?v=NW9BOVL6bQM
This industry is getting more efficient and real-time optimization would be the way to go! I tried PubMatic service and compared that to my own optimization to see if it worth the effort. I was consistently getting over 50% lift so I slowly switched all traffic to them. Great technology! Try it out.
Are they the same guys behind Komli Media?
yup.