New York, NY (March 13, 2013): PubMatic, the digital media platform company for publishers, today announced new information highlighting Business Insider's adoption of Private Marketplace (PMP). Among key takeaways, Business Insider noticed a 45% increase in CPMs and a surge in revenue driven through Real-Time Bidding (RTB) since Q3 2012. By analyzing the publisher prior to its use of Private Marketplace, opportunities leading to adoption, and results following enactment, this report serves as a detailed basis for understanding the powerful and tangible benefits of enabling Private Marketplace. This report is available for download here.
"PubMatic is a key partner in Business Insider's ability to maximize the value of our ad inventory via programmatic trading," said Bridget Williams, SVP, Business and Audience Development at Business Insider. "We are achieving tangible ROI through the PubMatic platform with Real-Time Bidding and Private Marketplace."
Through Private Marketplace, PubMatic's premium technology that enables buyers and sellers to negotiate bigger deals utilizing both advertising inventory and audience data in a trusted environment, Business Insider has been able to extend relationships with key clients and open relationships with new clients that had previously not been possible—focusing its efforts towards expanding relationships, increasing spend volume and revenue guarantees, and monetizing inventory.
Williams continued, "For us, the surprise was that by securing a revenue-guaranteed programmatic buy from our one financial services advertisers, we drove a revenue lift, not just from that client, but across the board." The results were dramatic. You as a publisher can ask for guarantees in a Private Marketplace. There are going to be certain campaigns, advertisers and situations where this makes the most sense for all parties involved. It's a great middle ground."
Additionally, in Q4, Private Marketplace accounted for 38% of Business Insider's non-direct sales revenue at a CPM more than double (+130%) that of the open exchange. Overall RTB accounted for 84% of non-direct sales revenue in Q4 (as compared to 55% of revenue in Q3).
According to Forrester, when sold within the context of Private Marketplace, publishers are able to create scarcity and, thereby, elevate CPMs based on a consistent demand for premium inventory at higher rates that add an additional estimated 50% on top of the average RTB CPMs.
"We're delighted to move the needle forward for Business Insider as they continue to successfully monetize their digital ad inventory," said Kirk McDonald, President of PubMatic. "This case study provides a great example of the unique potential created by Private Marketplace. Publishers across the board are beginning to understand that adopting PMPs will not only result in higher CPMs, but the ability to react to and capitalize on dynamic media opportunities."
Since 2006, PubMatic has been at the forefront of developing innovative technology to help publishers automate the process of evaluating and selling their advertising inventory. PubMatic (PubMatic.com) gives premium publishers a real-time media-selling platform for managing revenue and brand strategy. PubMatic's platform combines real-time bidding (RTB), the most comprehensive brand protection tools, unified optimization and audience insights as well as hands-on support to serve the world's leading publishers. PubMatic is privately held, backed by funding from August Capital, Draper Fisher Jurvetson, Nexus Venture Partners, and Helion Ventures, and has offices around the world in the U.S., Europe and Asia.
About Business Insider
Regarded as the fastest growing business news site for the digital age, Business Insider set a new record in December 2012 of 22.8 million unique visitors and 180 million page views. Business Insider became an exclusive client of PubMatic at the end of Q1, 2012 and started using Private Marketplace in Q3.