This news likely crossed under the radar for many but yield optimizer, Pubmatic, took another step forward into the exchange model by allowing ad networks open API access - the ability to buy from its network of website publishers.
To date, yield optimizers have served member publishers by aggregating, and then testing (sometimes may also be called "time series analysis"), participating ad networks for the best possible CPM. And publishers have responded as Compete.com shows consistent traction for yield optimizers AdMeld, Pubmatic and Rubicon Project in unique visitors through January 2009:
Pubmatic offered the following in its release:
PubMatic said the move would also help ad networks expand ad targeting options and control over pricing and timing for campaigns. Higher quality campaigns and more targeted advertising would also help publishers better monetize their inventory.
This is another small, but important step for the ad exchange model as advertisers receive insight on media through the aggregation of shared publisher data by unique plug and play, exchange platform technology.