In an interview with AdExchanger.com, sell-side platform CEO Rajeev Goel of PubMatic offered his views on Monday's acquisition of its competitor Admeld by Google. Read full coverage of the acquisition here.
AdExchanger.com: Generally speaking, what is your view on the impact of the acquisition on the ad ecosystem, and publishers specifically?
RAJEEV GOEL: An acquisition of this magnitude reaffirms the strength of the online advertising industry and, more specifically, the need for publisher-focused innovation. This deal speaks to the importance and value of publisher-focused solutions. This is clear if we look at the magnitude of exits on the demand side of the ecosystem, for example, which have been much smaller.
Over the past several years, PubMatic has evolved from a technology centric ad network optimizer into a full Sell Side Platform (SSP), where the service and expert guidance we offer has become as important as our technical solutions. Our success over the past few has been built upon gaining the publisher’s trust. Publishers need a technology and service layer that works on their behalf to help them maximize their revenue and manage their brands online.
From what I’m hearing in the market and my first hand discussions with publishers, there is much more fear than excitement. Many publishers chose to work with Admeld or us not only because of superior technology and service, but also because we were not Google, we were independent. That has changed.