17 April 2013 in ExchangeWire EMEA
PubMatic are speaking at tomorrow’s AdTrader Conference in Berlin, April 18.
Can you give an overview of the PubMatic proposition in the German market?
We provide premium publishers in Germany with a real-time media-selling platform for managing revenue across every sales channel and every platform, including mobile, desktop and tablet. PubMatic provides a flexible set of capabilities that allow publishers in Germany to customise their ad technology. These capabilities include: superior Private Marketplace tools for managing premium inventory and brand control with transparency; appending first- and/or third-party audience data to media, increasing the value of impressions and improving the user experience; real-time dynamic reporting across direct and indirect inventory to enable publishers to see which channel will deliver the highest value per impression and enable complete control over how their inventory is sold.
Read in full →
Global Desk Editor
12 December 2012 in ExchangeWire EMEA 2 Comments
There has been much debate about the imminent ad tech crash. Some say there is too much VC money, flooding the ecosystem. Others say there are too many point solutions struggling to scratch a living with unsustainable businesses. So how do we as an industry innovate without blowing up financially? Perhaps the most interesting development in 2012, for the point solution, has been the app strategy. Simply put, this approach means ad tech companies can reach scale and customers through a big platform.
AppNexus has been a big champion of it, but it’s safe to say that other players will be focusing on this area in 2012. Why wouldn’t PubMatic and Rubicon, with their publisher reach, open their APIs and let innovative businesses build on top of their solution. Why wouldn’t MediaOcean, with its hooks into every part of the agency business, execute a similar strategy for its burgeoning platform play? And let’s not forget the DSPs. Surely it would make sense for their sophisticated trader partners to get access to third-party apps on the DSP offering. I would add Google into the mix here, but it invariably builds its own flavour of these innovative third-party solutions and bundles them into DFA/DFP.
With VC money starting to dry up for series A and follow-on rounds, this might be a good route for small point solutions. No longer do you need to raise tens of millions of pounds/euros/dollars to scale and hire expensive sales staff in New York, London, Tokyo and Singapore — just some key evangelists to push the product through the partner platforms. ExchangeWire is profiling a number of businesses in this growing part of ad tech. First up this week is FlxOne, a spin off from a Dutch agency, that is building new revenue models for its parent company by developing ad tech solutions for traders globally.
Read in full →