PubMatic Empowers Publishers To Reclaim Ad Decisioning Control

PubMatic, the marketing automation software company for publishers, today announced the launch of the market’s first enterprise-grade wrapper solution for publishers that solves for the current inefficiencies in header tag management and measurement.

The new wrapper solution is available to publishers free of charge backed by full technical support and analytics.

Unlike other offerings, PubMatic’s complete wrapper solution enables the holistic management of all header bidding partners and provides a transparent, real-time view into bid activity and volume, monetization and latency metrics. PubMatic is working with more than twelve publishers in North America and Europe on this new wrapper solution.

Existing wrapper tags are complicated and require extensive resources for integration. As compared to other wrapper offerings in market, PubMatic’s wrapper solution reduces integration time by up to 80 percent, which is critical to publishers with limited technical resources. Prior, publishers needed to rely on engineering teams for tag management and integration.

Now, publishers can easily configure and measure all of their header bidders through a powerful, intuitive user interface. PubMatic’s solution allows publishers to focus on their business and leave the tactical work to an experienced technology partner.

“Programmatic is the future of digital advertising, and header bidding is a critical part of how we get there,” said Lars Näslund, head of data and programmatic at Egmont, one of the largest media companies in Europe.

“We’re working closely with PubMatic to not only take back control of our inventory management capabilities, but also determine accurate ‘market prices’ for our inventory, effectively resetting the digital currency as we know it.”

PubMatic’s wrapper solution solves for common inefficiencies in ad serving, drives sustainable monetisation and allows publishers to make smarter decisions, including:

• Streamlined Integration: Publishers can manage their header bidding tags easily and efficiently, eliminating difficult integrations by reducing the need to implement each header bidding tag separately. Ad operations teams are able to regain control of the ad decisioning process without having to rely on engineering teams for long, arduous integrations that require significant manual work.
• Intuitive Powerful UI: The rich user interface allows publisher to move beyond the back-end coding and workarounds found in current offerings. The PubMatic UI provides greater control over demand sources for the publisher. Granular controls allow publishers to block high latency and low performing partners from bidding, helping to maximize revenue on each impression. In addition, publishers can easily implement customized page-level latency settings based on consumers’ expectations.
• Enterprise Grade Analytics: The real-time analytics and reporting platform enables a holistic view of a publisher’s header bidding partners, with a detailed analysis of metrics around volume, latency and monetisation including bid rates, win ratios, and average CPMs, in an easy-to-access dashboard allowing for easy testing and optimisation. These detailed insights allow publishers to identify their strongest header tags based on performance.

“Currently, publishers are going through unnecessarily complicated integrations that don’t provide all of the tools required to manage and understand the performance of their header bidding partners,” said Evan Simeone, vice president, product management at PubMatic.

“A complete wrapper solution—as opposed to just a tag— provides publishers with a unified view of their programmatic demand placing it on equal footing with their direct sales.”

PubMatic is focused on driving innovation and monetization for the premium publisher segment. Its wrapper solution is a step forward in the evolution of ad decisioning, as it rapidly approaches a holistic monetization platform for publishers, providing inventory management, real-time reporting and analytics tools and ad serving. The company is building the next generation of marketing automation products for the increasingly digital world.

PubMatic has also published a white paper on the topic of header bidding recently called Lesson Learned in Header Bidding which can be found here: http://info.pubmatic.com/HeaderBiddingLessons.html .