Today's Media Post reports that yield optimizer, Pubmatic, led by CEO Rajeev Goel, is providing new tools to large publishers which he says already comprises 80% of the inventory among the 5,500 Pubmatic publishers.
From Media Post's Mark Walsh:
PubMatic Premiere is aimed at publishers with more than $5 million in annual online revenue, and promises to give them greater control over advertising served via ad networks to help protect their brands and boost ad revenues.
More interesting is this:
In addition to providing on-the-fly optimization in allocating inventory among ad networks, the new platform provides large publishers with a dashboard to monitor ad quality and latency in ad serving. PubMatic co-founder and CEO Rajeev Goel said the company also tracks ad quality proactively based on a publisher's ad creative requirements (such as banning alcohol or gambling-related ads) and broader industry trends.
MediaPost points to recent "belly fat" ads as potential problems that the new tool solves for publishers that are concerned the blubbery images don't work with their brand.
In any event, Pubmatic is putting more and more tools in the hands of exchange members as when they announced that ad networks could start buying from their publishers two weeks ago and, now, large publishers can use tools to filter the advertising they want served.
Ad exchanges provide control to publishers and a tool like Pubmatic's appears to be a great step. As AdMeld, Yieldex, YieldBuild, Rubicon Project and Pubmatic evolve, it will be interesting to see if they may become exchanges unto themselves - diabolical! After all, they are providing an open platform to buyers and sellers.
Pardon Me, Is That A Cash Infusion?
A second round of funding has also arrived at Pubmatic which included investors Draper Fisher Jurvetson (DFJ), and Nexus India Capital and Helion Ventures, according to the San Jose Business Journal. Pubmatic's last round closed in January 2008 to the tune of $7 million and, at the time, had only 1,500 publishers.
The new funding, whose total was unannounced, will allow the company to open sales offices in New York and Europe according to the announcement.