PubMatic Enhances Dynamic Default Optimization Technology That Helps Publishers Generate More Revenue From Default Ad Impressions
PubMatic Issues White Paper Detailing New Technology
PALO ALTO, Calif. – PubMatic (www.pubmatic.com), an ad revenue optimization company that works with over 5,500 online publishers, enhanced its Dynamic Default Optimization technology that allows publishers to ensure maximum revenue from every ad impression, despite ad network defaults. PubMatic also released a white paper, available for download at www.pubmatic.com, detailing the new technology.
Dynamic Default Optimization is a proprietary technology developed by PubMatic that provides publishers with management of defaults across multiple ad networks in real-time, resulting in 30 – 300% increase in revenue for publishers. Defaulting occurs when an ad network is unable to fill an ad impression on a Web site with a paying ad. By working with over 5,500 publishers and 300 ad networks, PubMatic has found that ad networks default 56% of the time on average and as much as 87% of the time. Prevailing trends in the online advertising industry indicate that defaulting will become even more commonplace in 2009.
Most publishers with significant inventory manage their ad networks’ default impressions by setting up a ‘static’ daisy chain of ad networks based on expected ad rates from these ad networks. However, setting up a static daisy chain is a very manual and cumbersome process that consumes a lot of time and is ineffective because ad network pricing is constantly changing. PubMatic’s technology can identify the ad network that can best monetize an impression in real-time, ensuring the publisher makes the most revenue possible from their ad space.
Benefits from Implementing Dynamic Default Optimization
* Increased revenue for publishers – Dynamic Default Optimization ensures that the publisher maximizes the value of every impression. Publishers who have deployed Dynamic Default Optimization have seen substantial increases in eCPM:
Entertainment: + 51.4 %
Gaming: + 148.3%
Men’s Interests: + 148.4 %
Music: + 121.8 %
Real Estate: + 138.6 %
Reference: + 177.9 %
Social Network: + 215.7
* Reduced complexity and ease of management for publishers – Dynamic Default Optimization removes the need for extra ad operations resources to manually manage a static ad network daisy chain, freeing them up to focus on their core business of providing online content to the user and higher value direct sales.
* Cost reduction and more access to premium inventory for ad networks – Ad networks save on ad serving costs by getting quality impressions and filling more of the impressions they receive with ads.
* Better user experience – Users are shown more relevant and better ads that load on a Web page in a more timely fashion, and therefore enjoy a better user experience.
“The status quo method of setting up a static daisy chain of ad networks to reduce money lost from ad defaulting is greatly flawed,” said Rajeev Goel, Co-Founder & CEO of PubMatic. “The only way a publisher can ensure maximum revenue from every single ad impression is to know which ad network can best monetize each impression in real-time – and PubMatic’s Dynamic Default Optimization is the only solution that makes that possible for publishers.”
The PubMatic-issued white paper entitled, “Death to the Ad Network Daisy Chain: Generating More Revenue from Default Ad Impressions,” is available at www.pubmatic.com for download. The white paper offers in-depth analysis of what defaulting is, why it happens, and how online publishers can employ a defaulting monetization strategy that will maximize the value of every ad impression.
About PubMatic
PubMatic is an ad revenue optimization service. PubMatic provides more than 5,500 web publishers real-time ad optimization, which significantly increases revenue while simplifying ad network management. PubMatic works with hundreds of leading ad networks and has created thousands of new publisher/ad network relationships. PubMatic is venture backed by Draper Fisher Jurvetson, Nexus India Capital, and Helion Ventures.
Related articles:
- PubMatic Launches Default Optimization Service to Recapture $1 Billion in Lost Advertising Revenue Share/SaveUsing New Service, Movie Fan Site Flixster Significantly Increases Online Advertising Revenue PALO ALTO, Calif. – May 28, 2008 –...
- PubMatic Awards Publishers Thousands of Dollars in Free Advertising Share/SaveLeading Ad Optimization Platform Names Weblog Tools and Sportsvite Winners in Latest Publisher Challenge Palo Alto, Calif. – February 25,...
- PubMatic Launches Campaign Fulfillment Service for Ad Networks Share/SaveAdFlex Delivers on Demand Publisher Inventory in a Flexible Way PALO ALTO, Calif. – PubMatic (www.pubmatic.com), which provides more than...
- News and Technology Sites Maintain Online Ad Pricing Levels While Other Segments Decline Share/SavePublisher Ad Revenue Optimization Company PubMatic Issues August Ad Pricing Index PALO ALTO, Calif.–(BUSINESS WIRE)–PubMatic (www.pubmatic.com), which provides online publishers...
- PubMatic Named to Always On’s 2009 “OnMedia 100″ List For Second Year In a Row Share/SaveHonor Reserved for Top 100 Emerging Companies That Are Creating New Opportunities in the Digital Marketing, Branding, Advertising, and Publishing...
Category: Ad & Media Strategies, Ad Metrics, Ad Networks and Platforms, Ad Operations, Ad Products, Ad Revenue Optimization, Ad Serving, Advertising Reports and Studies, Digital Intelligence, Monetization Strategy, PubMatic, Reporting
Keep in touch!