NEW YORK--(BUSINESS WIRE)--PubMatic (www.PubMatic.com), the digital media platform company for publishers, experienced dramatic growth in the use of Real Time Bidding and increased CPMs for those impressions during a key holiday sales week. Over 60% of all impressions in the shopping vertical were sold via RTB at nearly 70% CPM lift over non-RTB sold inventory – a new record for the company.
“PubMatic created RTB from a publisher perspective in 2009. The fact that in some verticals it now encompasses more than half of impressions sold -- and dramatically lifts CPMs -- attests to its power to help publishers increase the value of their ads”
Paid impression volume peaked the Monday before Thanksgiving at a rate 20% higher than the average impression volume in Q3. In the shopping vertical, paid impression volume peaked on Cyber Monday, which was 135% higher than in Q3.
Real Time Bidding, which encompassed 20% of all paid impressions in Q3, shot up during the Thanksgiving holiday week and ranged from 40 to 45% of all paid impressions. Within the shopping vertical, 50 to 65% of all paid impressions were sold via RTB.
“PubMatic created RTB from a publisher perspective in 2009. The fact that in some verticals it now encompasses more than half of impressions sold -- and dramatically lifts CPMs -- attests to its power to help publishers increase the value of their ads,” says President Kirk McDonald. “The holiday season, with so many spikes in activity, is a perfect example of how publishers can take advantage of real time demand for their inventory. There’s no way they could predict precisely how much volume they would experience and those impressions might have gone unsold without RTB.”
Since 2006, PubMatic has been at the forefront of developing innovative technology to help publishers automate the process of evaluating and selling their advertising inventory. PubMatic (http://www.PubMatic.com) gives premium publishers a real-time media selling platform for managing revenue and brand strategy. PubMatic’s platform combines real-time bidding (RTB), the most comprehensive brand protection tools, unified optimization and audience insights as well as hands-on support to serve the world’s leading publishers. PubMatic is privately held, backed by funding from August Capital, Draper Fisher Jurvetson, Nexus Venture Partners, and Helion Ventures, and has offices around the world in the U.S., Europe and Asia.