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PubMatic Launches New Campaign Service for Networks

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Sep 22, 2008 

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Kathleen  |

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PubMatic Launches New Campaign Service for Networks

ADOTAS – PubMatic has unveiled AdFlex, in what it said is the first transparent campaign fulfillment service for ad networks and publishers. PubMatic aims to enable online publishers to get higher performance and higher paying ads by working with multiple ad networks at the same time.

“We work with 4,000 online publishers and several ad networks,” PubMatic co-founder Rajeev Goel, told ADOTAS. “A typical medium to large publisher will work with up to 12 networks to figure out how to best monetize their inventory. AdFlex expands our offerings with flexible ad fulfillment. It’s an on-demand solution for networks – and they can use it just once or as frequently as they’d like.”

The AdFlex fulfillment service is built for ad networks to instantly deliver inventory based on specific targeting requirements such as contextual, geographic, demographic, frequency or user re-targeting.

The service has been running with a handful of networks for a few months. So far, several million ad impressions have been served.

“The feedback we’ve gotten has been great,” Goel said. “AdFlex allows networks to focus on their core competencies – ad sales and targeting technology.”

“Getting instant access to the right Web site inventory at the right time is critical to our success and our advertising clients’ success. In addition to our own network of publishers, we need instant access to flexible inventory that meets the needs of our advertisers,” said Ajay Sravanapudi, founder, president, and CEO of Lucid Media. “PubMatic’s AdFlex service gives us the ability to quickly scale up and scale down ad campaigns on demand, without having to manage hundreds of new publisher relationships.”

Powered by Advertising Intelligence, PubMatic uses more than 50 targeting parameters to optimize every ad impression in real time.

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