PubMatic unveils Ad Price Prediction
ADOTAS — The ad optimization company has launched Ad Price Prediction as a key component to its second generation optimization platform.
Online publishers can now match with the best ad network or exchange with every single ad impression in real-time with increased precision. Ad Price Prediction lifts publisher revenue by optimizing how each impression is sold through secondary ad channels such as ad networks and exchanges.
Publishers now have deeper insight into how much their non-guaranteed ad inventory is valued by the different targeting technology and tactics used by secondary channels. For example, PubMatic can compare the price difference between behavioral targeting and contextual targeting on a single ad impression, and then serve the higher paying ad.
“Similar to how Google has developed a technology algorithm to predict clicks, PubMatic’s algorithm predicts ad pricing in real-time on behalf of the publisher,” Rajeev Goel, co-founder and CEO of PubMatic, said in a statement. “Our technology can optimize every single ad impression automatically, which is a significant improvement over manual optimization that relies simply on best practices.”
The company says it processes more than 100,000 data transactions per second through ads served for 6,000 publishing customers, and applies the data points through a machine learning process to significantly improve its algorithms.
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