Home Ad Exchange News PubMatic CEO Goel On Ad Price Index And Publishers

PubMatic CEO Goel On Ad Price Index And Publishers


PubMatic Ad Price IndexPubmatic has released its latest Ad Price Index focusing on “premium publishers.” According to the report, CPM pricing has been moving up. Read the release. And, download the report (PDF).

AdExchanger.com spoke to PubMatic’s CEO Rajeev Goel about the report.

AdExchanger.com: In your estimation, what’s the biggest “a ha!” in the report?

RG: The most surprising finding is the strong rebound in ad pricing in 2009. While many in the online advertising space expected pricing to improve in 2009 relative to the difficult economic environment and underlying trends in 2008, the force with which pricing rebounded was a surprise. As publishers are continuing to adopt ad revenue optimization solutions we are seeing publishers achieve higher and higher pricing points for their non-guaranteed inventory.

AdExchanger.com: I noticed the focus in your report is “premium” publishers. First, what is meant by “premium publisher”? And do you have any insight on non-guaranteed inventory for publishers other than “premium”?

RG: Premium publishers are US-based publishers with over 100 million non-guaranteed ad impressions per month. PubMatic no longer reports on pricing trends for non-premium publishers.

AdExchanger.com: Given current pricing momentum and what you’re seeing from your clients, any thoughts on what’s to come in 2010 in terms of pricing?

RG: We expect to see continued pricing strength in 2010. Advertisers are returning to the market and non-guaranteed advertising via ad networks and exchanges continues to take market share. In addition, some of the key trends identified in the report, such as the usage of audience data, growth in real time bidding (RTB), and rise of demand side platforms (DSPs) will only continue into 2010.

By John Ebbert

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.