pubmatic

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

Intent IQ, Strategus and PubMatic are partnering to help advertisers retarget iOS device owners after they’ve seen an ad on a smart TV because, while mobile retargeting is an integral ingredient to the CTV performance formula, signal loss makes it hard to get right.

NewsGuard created a whitelist of publishers based in Ukraine, where the news media market has been in decline since the Russian invasion began in February 2022.

With last year’s lingering slide in ad spend, PubMatic sees itself playing the long game by innovating in CTV and retail media, leaning into the SPO trend and adopting cookieless tech.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Heads Will Roll CEO Kirk McDonald is out at GroupM North America, Insider reports. WPP’s revenue growth tumbled in the US this year, which the company blamed on tech clients curtailing their ad spend. GroupM North America has fared particularly poorly, putting GroupM, […]

Publishers are adamant that SSPs are solely responsible for vetting demand partners. But not every SSP agrees that it’s their responsibility to assess the risk of doing business with DSPs.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hammer Time Infillion is emerging as the top bidder in the bankruptcy auction for MediaMath’s assets, which include its demand-side and data management platforms, Insider reports. Sources say Infillion is making a bid of around $22 million. That’s a steal for a company […]

PubMatic reported meager YOY revenue growth in Q2, up just a smidge to $63.3 million from $63 million in Q2 of last year.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pubs Crawl Publishers are more selective about ad tech vendors nowadays after suffering through incidents involving sequential liability, Digiday reports. Publishers are more discerning about ad tech but don’t expect much to change following the MediaMath bankruptcy, like the Sizmek bankruptcy before that […]

SSPs including PubMatic, Magnite and Wunderkind are moving ahead with plans to recoup revenue paid to publishers from deals conducted on MediaMath’s DSP

The current model for ads.txt isn’t helping the industry understand how publishers are working with sellers and resellers, writes Rotem Shaul, co-CEO of Primis.

On Tuesday, PubMatic entered the crowded retail media space with the launch of a self-service ad platform for commerce media called Convert.

When MediaMath filed for Chapter 11 bankruptcy protection in a Delaware district court on Friday, its debts were laid bare.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Voyage Of Discovery Newspaper publisher Gannett is suing Google for alleged ad tech monopolization. Google, of course, disputes the charge. Dan Taylor, VP of Google Ads, tells The Wall Street Journal Google will “show the court how our advertising products benefit publishers […]

It’s possible to improve your efficiency as a publisher while also reducing your carbon footprint, with no cost to revenue.

In addition to buy-side integrations, content curation, proprietary ad formats and flexible pricing models are also helping set SSPs apart.

Cutting out hops in the supply chain means skipping over a DSP or an SSP – especially for video inventory. Plus, inside Cadent’s bid for bankrupt SSP EMX.

On the heels of the launch of its latest supply-path optimization product, PubMatic posted $55.4 million in Q1 revenue, growing 2% YOY.

PubMatic’s end-to-end platform, Activate, lets advertisers buy CTV and online video inventory via direct deals, bypassing DSPs.

When you combine ad tech integrations, in all their messy complexity, with data privacy laws like GDPR, the stakes for mistakes are high. Last week, our managing editor, Allison Schiff, broke one such story. PubMatic had set the default timer to get consent in its own identity management solution so low – between 1 millisecond […]

Ad tech companies manage billions of advertising bids across thousands of publishers in a matter of milliseconds. So, when a privacy error slips through cracks, it can metastasize into a potential GDPR concern in the blink of an eye.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Verified Love Triangle When Netflix jumped into ad sales, it promised to include ad verification through both DoubleVerify and Integral Ad Science. And so it came to pass. On Monday, DV and IAS both released their verification solutions for Netflix inventory. Considering […]

In its Q4 earnings report Tuesday, PubMatic highlighted how SSP consolidation is an opportunity for the company to pursue its goal of capturing a fifth of the SSP market.

Yahoo pulling the plug on its SSP demonstrates how difficult it’s become for supply-side platforms to prove their value in a commoditized marketplace.

Whereas brands and DSPs are whittling down the number of supply paths they use to purchase ad inventory, publishers are financially incentivized to work with as many partners as possible. But there are changes afoot that could alter the economics for publishers.

Sustainability was a hot topic for the advertising industry in 2022. The momentum will only grow in 2023, though decarbonization remains a multiyear journey.

In 2022, SPO solutions largely revolved around creating direct connections to so-called premium publishers. But machine learning (ML) and artificial intelligence (AI) also took on a bigger role in SPO this year. And 2022 was the year the ad industry began touting SPO as the solution of choice for sustainability-focused marketers.

TV advertising is undergoing a tectonic shift from programmed to programmatic. Not unlike on the open web – but unlike on linear – advertisers can use programmatic to get scale across connected TV. There’s demand for biddable CTV because buyers realize they can get more flexibility and transparent signals from publishers.

The most commonly cited rationale for publisher staffing cuts has been marketers’ hesitance to spend on advertising amid persistent economic uncertainty. But publishers’ latest pivot to video and increased competition among digital channels is also likely to blame.

As part of a plan to consolidate its SSP partners, Horizon Media struck a deal with PubMatic Monday. Horizon’s clients who purchase open-auction inventory through its HX trade desk will be able to use PubMatic’s SPO products to automatically optimize their bidding depending on which KPIs they want to boost, whether the deal is open auction, programmatic guaranteed or a private marketplace.