Pubmatic Raises Series B..New Ad Solution for Large Publishers, Shuts down MediaKit

PubMatic has announced Series B financing from various investors, including Draper Fisher Jurvetson, Nexus India Capital, and Helion Ventures (raised $7mn from the same set of investors in January 2008)

Pubmatic has also launched a new ad solution, PubMatic Premier, which is designed specifically to increase the revenue that large media companies make from online ad networks while also protecting media companies’ brands. The new product is designed for global media publishers with greater than $5 million in annual online revenue.

The new features and services include:

  • Open API’s that allow ad networks to bid on inventory in real-time, which increases publisher monetization.
  • Dynamic Frequency Optimization, which predicts ad network pricing for publishers on frequency based campaigns and automatically allocates impressions for maximum ad revenue.
  • Dynamic Default Optimization, which detects, in real-time, the highest paying ad network to fill publisher inventory when a default occurs and ensures that every impression is monetized.
  • Global Ad Network Connections expedited through PubMatic’s pre-existing relationships to better monetize US and international traffic.

At the same time, Pubmatic has shutdown it’s mediakit service, the self-service ad platform which they launched in April 2008.

Fall of eCPM

eCPM rates are heading southwards (‘Display Ads Pricing were down by 27% in October 2008) and the trend has continued in Q4 2008 as well (Pubmatic’s qtryly report).

While display ad industry gears up for consolidation (GlamMedia acquired AdaptiveAds), this is ripe time for companies like Pubmatic to expand.

Related: List of Online Ad Networks in India

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