PubMatic Releases New Programmatic Solution For Mobile

EPS 10 and JPEG

Digital technology company PubMatic today announced it has released its OpenWrap SDK to unlock the potential of header bidding for mobile in-app advertising.

OpenWrap SDK is a lightweight mobile SDK [software development kit] for app publishers that seamlessly enables multiple demand sources through server-side header bidding technology built on Prebid.

By moving away from the traditional ad network model and embracing in-app header bidding with OpenWrap SDK, the popular sports resource Scores App was able to see tremendous results—doubling eCPM rates, and exceeding their CPM goals by 35 per cent. Scores App earned 5 per cent incremental revenue in just the first 8 weeks.

PubMatic’s header bidding capabilities deliver innovative programmatic technology to a largely nascent area of the market. In a single integration point, the entire network of brands, advertisers, exchanges, and brand safety partners are available in a stable, cloud-based format.

“OpenWrap SDK removes the barriers of integrating multiple demand partners, meeting measurability requirements, and fixing poor user experiences with server-side header bidding technology,” said PubMatic senior vice president of product management Nishant Khatri.

“Many app developers have struggled while trying to build in-app header bidding solutions on their own due to lack of expertise and technical specialization in programmatic. With PubMatic, publishers get a unified, streamlined technology that maximizes performance and revenue.”

“Through OpenWrap SDK, we have been able to seamlessly integrate new demand partners, resulting in increased revenue and very competitive CPMs. Service and consultation has also been outstanding. Together, the PubMatic team and platform have allowed us to spend less time managing our ad monetization and focus more on creating and delivering quality apps.” ScoresApp CEO Jim DeFalco.

OpenWrap SDK addresses the challenges of non-programmatic in-app ad methods like ad networks and waterfalls, which create issues when integrating multiple demand partners, meeting measurability requirements, and reducing pass backs. As a result, mobile publisher technical issues arise such as SDK bloat from multiple integrations and facing latency issues, all of which lead to poor end-user experience.

 




Please login with linkedin to comment

pubmatic

Latest News

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]