PubMatic Launches Dynamic Ad Price Prediction Tool

June 24, 2009 ·Filed Under Technology News

With ad pricing from ad networks changing constantly, publishers not only have to keep a pulse on revenue from impressions, but additionally on which ad network is delivering the best value. In fact, publishers can benefit greatly from diversification in that dynamic environment. PubMatic, an online ad optimization service and TechCrunch 40 company, is launching a new product, Ad Price Prediction, that matches the optimal ad network with every ad impression with real-time functionality.

Ad Price Prediction’s algorithm has been developed using goods collected by PubMatic’s ad optimization service by the past three years. The company processes more than 100,000 goods transactions per second through ads served for 6,000 publishing customers, and has applied that documents to its technology to enable real-time processing.

PubMatic offers a meta ad server that sits within online publishers and online ad networks like Google AdSense, Yahoo Publisher Network and Value visit. Their service helps publishers manage and maximize their advertising stock

by communicating with multiple ad networks to help them find the optimal ad layout and the highest paying ad network. They additionally supply users with a central dashboard to track all their ad networks and ad configurations.

Ad Price Prediction’s algorithm compares the price difference within behavioral targeting and contextual targeting on a one ad impression and thereupon serves the publisher the higher paying ad. PubMatic says that its premier customers, publishers with more than $5 million in annual online revenue, were able to lift ad revenue by as much as 70% using Ad Price Prediction.

Competitors to PubMatic include YieldBuild and the Rubicon Project. AdWhirl additionally does dynamic ad optimization, but only for iPhone developers.

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