Zoek in het archief
 
terug

Check the original
News breaking: 2017-08-02

PubMatic onthult nieuw witboek over het begrijpen van veiling dynamiek

17:06 uur 02-08-2017

PubMatic onthult nieuw witboek over het begrijpen van veiling dynamiek

REDWOOD CITY, Calif.–(BUSINESS WIRE)– PubMatic, het automatiseringsoplossingen-bedrijf voor de open digitale media-industrie, maakt vandaag bekend dat het een nieuw witboek uitbrengt met de naam “Understanding Auction Dynamics: A Primer.” De primer focust zich op de voornaamste krachten en dynamieken die invloed hebben op de betaalde prijs als afdrukken verkocht worden in een programmatische veiling.

De geprogrammeerde adverteringsindustie werkt met transparante discussies en er is behoefte aan educatie over hoe veilingen werken. De dynamiek van veilingen speelt een steeds grotere rol in het online adverteringssysteem, nu header bidding groeit, waardoor zowel mediaverkopers als kopers profiteren van het proces.

“Header bidding zorgt voor grote omzetgroei en rendement voor uitgevers. Uitgevers willen weg van de oude waterval en DSP’s toegang geven om tegelijkertijd te concurreren voor de inventarisatie”, zegt Andrew Baron, vice-president van Machine Learning & Marketplace bij PubMatic.

PubMatic Releases New Primer on Understanding Auction Dynamics

REDWOOD CITY, Calif.–(BUSINESS WIRE)– PubMatic, the automation solutions company for an open digital media industry, today announced that it is releasing a new white paper titled, “Understanding Auction Dynamics: A Primer.” The primer focuses on clarifying the main forces and dynamics that affect the price paid when impressions are sold in a programmatic auction.

The programmatic advertising industry is abuzz with transparency discussions and there is a need for education around how auctions work. Auction dynamics play an increasingly important role in the online advertising ecosystem as header bidding continues to grow, benefiting both media sellers and buyers in the process.

“Header bidding has supported major revenue growth and yield for publishers. Publishers want to move away from the old waterfall and allow DSPs to compete simultaneously for inventory,” said Andrew Baron, VP of Machine Learning & Marketplace at PubMatic. “It has also empowered advertisers to compete directly in an auction before ad server calls, which dramatically raises eCPMs.”

PubMatic launched its header bidding technology globally in 2012 and its OpenWrap wrapper solution in 2016 – and on both occasions the company was early to launch these solutions to market. As of May 2017, over 80 percent of PubMatic’s global publisher impressions were transacted via header bidding or similar technology.

The rules of access to programmatic supply are changing, adding further complexity to the debates surrounding auction types and integration methods. The underpinnings of auction dynamics are control and attribution, and this report will shed new light into this otherwise opaque realm.

To view the full Understanding Auction Dynamics primer, visit PubMatic’s website by clicking here.

About PubMatic

PubMatic is the automation solutions company for an open digital media industry. Featuring the leading omni-channel revenue automation platform for publishers and enterprise-grade programmatic tools for media buyers, PubMatic’s publisher-first approach enables advertisers to access premium inventory at scale. Processing nearly one trillion ad impressions per month, PubMatic has created a global infrastructure to activate meaningful connections between consumers, content and brands. Since 2006, PubMatic’s focus on data and technology innovation has fueled the growth of the programmatic industry as a whole. Headquartered in Redwood City, California, PubMatic operates 11 offices and six data centers worldwide.

PubMatic is a registered trademark of PubMatic, Inc. Other trademarks are the property of their respective owners.

View source version on businesswire.com: http://www.businesswire.com/news/home/20170802005143/en/

Contacts

PubMatic

Samson Adepoju, 646-731-9773

Director, Corporate Communications

samson.adepoju@pubmatic.com

Deze bekendmaking is officieel geldend in de originele brontaal. Vertalingen zijn slechts als leeshulp bedoeld en moeten worden vergeleken met de tekst in de brontaal, die als enige rechtsgeldig is.