Efficiency is more than a feel-good buzzword. Lack of efficiency has been the cause of problems ranging from slowing the shift of dollars from traditional media into online media to fragmentation of advertising demand across hundreds or thousands of players in the industry. At the same time, advertising effectiveness has been hampered by a lack of visibility into targetable, actionable data about every ad impression. After all, every ad impression is unique and represents a unique value to advertisers.
Today, we’ve crossed a major milestone towards helping ad networks and publishers improve efficiency and effectiveness with the official launch of our real-time monetization API (application programming interface). The API will enable ad networks to connect instantly to transparent publisher inventory and perhaps more importantly, it gives them greater control over the pricing and timing of their campaigns. Ad networks can target based on standard and advanced parameters. Publishers enjoy seamless access to a new set of buyers for their ad inventory. The end result is better monetization for publishers (higher ad rates) and improved control for ad networks and their clients.
The official launch of our API comes after a successful closed beta period involving multiple ad network partners and millions of ad impressions per day. The benefits for ad networks and publishers are clear -
Benefits for Ad Networks:
- Increased Reach: Access to over 125 million unique users and thousands of websites
- Improved Targeting: Ad networks can leverage expanded targeting options including geography, frequency, user re-targeting, ad tag type, and much more
- Campaign Control: Ad networks have total control over pricing and timing for campaigns
Benefits for Publishers:
- Increased Monetization: Allowing more ad networks to instantly access publisher inventory increases publisher ad rates and sell through rates
- Increased Visibility: Dozens of new ad networks can get instant and transparent access to publisher inventory
- Better User Experience: More premium campaigns and better targeting result in users seeing higher quality and more relevant advertising
- Zero Integration: PubMatic publishers have instant access to premium campaigns and ad networks via the API, with zero integration effort
We’re very excited to bring our real-time API to you. This is just the start of many new innovation announcements we’ll have in 2009, so stay tuned. If you’re a publisher or ad network, and want to learn more, you know where to find us.
