HyveUp – Amar Goel – Pubmatic

HyveUp - interview with Amar Goel, chief product officer at Pubmatic.

No later than two weeks ago, I signed up to an ad network for HyveUp. After two weeks and no mentionable results, I took the ad down and forgot about the ad network altogether. “Second-tier advertising networks may have some of their own advertisers and publishers, but their main source of revenue comes from syndicating ads from other advertising networks” (Ad network, Wikipedia). Enters Pubmatic…

On one hand, Pubmatic enables site publishers to earn more money by automating and optimizing the decision process for publishers. In other words, as a publisher, when you sign up to Pubmatic, simply link all of your ad network accounts to the service, place Pubmatic’s snippet of code in your site’s template, and let Pubmatic do the ad network management work for you.

Pubmatic’s technology is impressive: In 4 milliseconds, its servers crawl your ad networks, detects the most valuable ad, and delivers it onto your site. Allow Pubmatic between 50,000 and 100,000 served ads before showing great performance on your site. Pubmatic is making it possible for publishers to tap into the variety of ad networks out there and get the most out of it without moving a finger.

Publishers face such a wide selection of ad networks, all promising wonders, that they end up having just a fling with most of them. As I mentioned in the introduction of this article, ad networks’ main identifiable challenge is to retain the publishers that sign up to their service. Pubmatic helps ad networks increase the duration of the relationship with their publishers. Through Pubmatic, site publishers do not have to give up an ad network if they are not satisfied with the performance (any ad network can have its ups and downs). Everything is auto-regulated by Pubmatic’s cutting-edge ad-serving platform.< By standing at the crossroads of ad distribution, Pubmatic turns out to be a great vista point to observe evolving trends in the online ad economy. Every month, Pubmatic releases the Adprice Index. The PubMatic AdPrice Index is a broad-based measure of ad network pricing information. It is based on anonymous data from over 4,000 publishers who work with PubMatic for ad network and layout optimization services.

The Adprice Index has gained immediate popularity in the online advertising space. Pubmatic still focuses on fine-tuning their unique ad-serving technology, but will undoubtedly become a figure of authority when services evolving around the Adprice Index will see the day.