August 18, 2008
Online ad optimization company, PubMatic, raises an undisclosed amount and launches new product
As online ad spending continues to drop during the economic downturn, online ad network optimization tools prove to be successful. Last year the Rubicon Project, an ad network optimization desitination, raised $22 million in funding. Today, PubMatic is announcing fundraising as well.
PubMatic, an online ad revenue management tool, announced a series B financing from investors including Draper Fisher Jurvetson, Nexus India Capital and Helion Ventures. The exact amount has not yet been disclosed. In 2008, PubMatic raised a $7 million Series A round.
Along with the fundraising announcement, PubMatic has unveiled a new product, PubMatic Premier. The upgrade is designed for global media publishers with greater than $5 million in annual online revenue. It adds on several features to its current tool including, Dynamic Frequency Optimization, which predicts ad network pricing, and 24/7 support. A full list of features can be found here.
PubMatic, which is based in Palo Alto, Ca., currently works with over 5,500 online publishers. Among those publishers are FreeForums.org, Flixster, and Moguldom Media Group. PubMatic claims that all these companies have seen revenue increase using PubMatic’s services.
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Rubicon Project
Startup/Business
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the Rubicon Project is a group of industry-experienced, aggressive and passionate renegades dedicated to bringing a new level of efficiency to the fragmented Internet advertising space. As of January 2008, the company has raised $21 million in funding.
The founders of the Rubicon Project shook up the online advertising industry in 1998 when they created L90/adMonitor, one of the most successful Internet advertising platforms that served over 3,000 of the web’s most recognized sites, reaching 65% of the Internet population before DoubleClick acquired it.
$27 Billion was spent advertising online in 2007, yet it’s still too hard for websites to sell their ad space online. While Internet advertising is an explosive market, it is an incredibly inefficient one with advertisers spending money with 300+ disparate advertising networks worldwide (e.g. Google AdSense, Yahoo! Publisher Network, HispanoClick and Adtegrity). the Rubicon Project’s web-based, self-serve solution gives any size website the most complete access to the total available advertising market and its smart matching technology does all the work to perfectly match each ad impression with the optimal money-making opportunity. the Rubicon Project is the new online advertising standard that makes it effortless for websites to generate the mad cash they've always dreamed of. And, it’s free to join.
Pubmatic
Startup/Business
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PubMatic is focused on serving the needs of publishers by providing an industry leading platform that allows publishers to maximize their revenue while simultaneously reducing complexity.
Being a publisher is difficult these days. On the one hand, publishers want to focus on developing rich content and sustaining a user community based on common interest. On the other hand, they’re forced to spend ever more time and energy running the “business” of being a publisher.
What ad style should a publisher use? Publishers have to figure out what’s the best color combination, size, ad type, and other parameters that best appeal to their users. There are over a billion different combinations for publishers to consider.
How can a publisher manage multiple ad tags? Each ad network and ad style requires a unique set of ad tags that publishers have to maintain and manage.
Which ad networks should a publisher use? There are several hundred significant ad networks operating around the world today, with that number growing every week.
How does a publisher get consistent reports across ad networks? Each ad network is only able to provide reporting visibility for a subset of the publisher’s ads, but yet publishers need the ability to view their ad inventory performance holistically. Learn more about PubMatic for publishers.
At the same time, ad networks are finding challenges of their own.
It’s difficult to reach new publishers. Most publishers already have ad tags on their web site, and they’re reluctant to change them for a new ad network.
Signing up new publishers is inefficient. Signing up new publishers typically involves lots of emailing or faxing back and forth, requiring lots of staff time and slowing the growth of the ad network.
PubMatic was founded in 2006 and is based in the Bay Area, California and Pune and Mumbai, India. PubMatic is backed by Draper Fisher Jurvetson and Helion Ventures.
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