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What: Advertising platform PubMatic is building its´programmatic direct to increase revenues, for which it has hired Evan Simeone as Vice President of Programmatic Direct, Engineering to lead PubMatic’s move into automated guaranteed and programmatic direct.
Why it matters: The company aims to respond to the growing market demand and provide a full stack covering all publisher ad revenue, despite of strong competitors like Criteo and Xaxis.

descarga (1)The programmatic advertising platform company for publishers PubMatic is seeing greater opportunity to innovate ways to maximize returns for publishers, value for advertisers, and relevance for consumers through programmatic solutions.

As Programmatic direct presents significant opportunities for innovation and additional revenue, the company has put its product initiatives by hiring new staff. Evan Simeone has joined the company in the newly created position of Vice President of Programmatic Direct, Engineering to lead PubMatic’s move into automated guaranteed and programmatic direct, a complement to the company’s ongoing focus on the automation of advertising transactions via real-time bidding (RTB). Simeone’s new role represents what may be the first executive level position dedicated specifically to programmatic direct innovation in the ad tech industry.

With this new hiring, the company aims to respond to the growing market demand and provide a full stack covering all publisher ad revenue, according to CEO Rajeev Goel . This means guaranteed as well as RTB, direct and indirect, plus all digital channels including video, mobile and display media.Altough it has strong competitors like Rubicon Project, AppNexus and Google in all these areas PubMatic expects to differentiate from the rest by focusing directly on the publisher.

descarga“We’re very large from a private marketplace perspective, which is publishers selling direct to advertisers and agencies while transacting over RTB. The next flavor of that is programmatic direct, which I think the IAB is calling “automated guaranteed.” This is truly focused on workflow automation as opposed to transaction automation. That is the next big area of focus within the ecosystem and we’re driving that over the course of this year,”says Goel.

The platform has also built out fee-based solutions for agency trading desks, ad networks and DSPs as it also sees an opportunity to earn fees from media buyers. There has been a shift around the workflow component. Efforts are being driven by both publisher and the agency.

Digital advertising dollars continue to flow to programmatic solutions, with direct sales over RTB growing annually by an average 176% to US $6.3 billion globally between 2012 and 2017 according to the IDC.
 

It is all about programmatic

Other ad tech companies , like Criteo and Xaxis are in search of direct inventory relationships with publishers. Criteo added 600 new publishers in Q1 alone and they are now at 7,000 direct publisher relationships. However, to PubMatic this doesn’t mean a threat as to them they do not have the platform and capabilities in place to really value their inventory.

“What publishers are starting to realize is they need to think about their programmatic strategy in the context of direct sales. They should be thinking about it in a context of all six or seven channels.” added Goel.
 

PubMatic is already positioned In this regard, as it has a capability called “Decision Manager” that plugs into a publisher’s traditional ad server and gives them visibility and optimization across direct-sold, traditional, non-programmatic as well as what’s coming in on a programmatic basis.

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What: Advertising platform PubMatic is building its´programmatic direct to increase revenues, for which it has hired Evan Simeone as Vice President of Programmatic Direct, Engineering to lead PubMatic’s move into automated guaranteed and programmatic direct.
Why it matters: The company aims to respond to the growing market demand and provide a full stack covering all publisher ad revenue, despite of strong competitors like Criteo and Xaxis.

descarga (1)The programmatic advertising platform company for publishers PubMatic is seeing greater opportunity to innovate ways to maximize returns for publishers, value for advertisers, and relevance for consumers through programmatic solutions.

As Programmatic direct presents significant opportunities for innovation and additional revenue, the company has put its product initiatives by hiring new staff. Evan Simeone has joined the company in the newly created position of Vice President of Programmatic Direct, Engineering to lead PubMatic’s move into automated guaranteed and programmatic direct, a complement to the company’s ongoing focus on the automation of advertising transactions via real-time bidding (RTB). Simeone’s new role represents what may be the first executive level position dedicated specifically to programmatic direct innovation in the ad tech industry.

With this new hiring, the company aims to respond to the growing market demand and provide a full stack covering all publisher ad revenue, according to CEO Rajeev Goel . This means guaranteed as well as RTB, direct and indirect, plus all digital channels including video, mobile and display media.Altough it has strong competitors like Rubicon Project, AppNexus and Google in all these areas PubMatic expects to differentiate from the rest by focusing directly on the publisher.

descarga“We’re very large from a private marketplace perspective, which is publishers selling direct to advertisers and agencies while transacting over RTB. The next flavor of that is programmatic direct, which I think the IAB is calling “automated guaranteed.” This is truly focused on workflow automation as opposed to transaction automation. That is the next big area of focus within the ecosystem and we’re driving that over the course of this year,”says Goel.

The platform has also built out fee-based solutions for agency trading desks, ad networks and DSPs as it also sees an opportunity to earn fees from media buyers. There has been a shift around the workflow component. Efforts are being driven by both publisher and the agency.

Digital advertising dollars continue to flow to programmatic solutions, with direct sales over RTB growing annually by an average 176% to US $6.3 billion globally between 2012 and 2017 according to the IDC.
 

It is all about programmatic

Other ad tech companies , like Criteo and Xaxis are in search of direct inventory relationships with publishers. Criteo added 600 new publishers in Q1 alone and they are now at 7,000 direct publisher relationships. However, to PubMatic this doesn’t mean a threat as to them they do not have the platform and capabilities in place to really value their inventory.

“What publishers are starting to realize is they need to think about their programmatic strategy in the context of direct sales. They should be thinking about it in a context of all six or seven channels.” added Goel.
 

PubMatic is already positioned In this regard, as it has a capability called “Decision Manager” that plugs into a publisher’s traditional ad server and gives them visibility and optimization across direct-sold, traditional, non-programmatic as well as what’s coming in on a programmatic basis.

What: Three of the main leaders in digital advertising worldwide agree on a series of technical specifications aimed towards standardizing programmatic direct digital advertising sales.
Why is it important: This is a breakthrough in the whole purchasing process of premium digital ad sales, as advertisers and agencies will have less trouble in finding, ordering and paying for premium inventory, because everything will be better automated and therefore it will “help speed the migration of offline media spend to online”, as Rik van der Kooi, corporate vice president, Microsoft Advertising, said.

AOL, Microsoft and Yahoo have joined together to introduce a new, streamlined set of API specifications which overall goal is to simplify the purchase and sale of premium digital ad space. These new standards (expected to be available “in the coming months”) will make it simpler and easier for agencies and marketers to buy via real-time bidding (RTB).

As reported yesterday by Bloomberg, buying and selling of premium ad offerings has been largely constrained by manual sales processes, so if other publishers and ad technology vendors align around the common set of APIs Microsoft, AOL and Yahoo will be providing, the growth of programmatic trading will be enhanced, as this would complement current direct sales channels and remove barriers for both advertisers wanting to buy and publishers wanting to sell (programmatically).

“We’re working to programmatically enable more than 50 per cent of the inventory that is currently sold via manual processes. This is digital’s next salvo in the efficiency war, bringing more premium inventory online. Agencies and brands have spoken. Automation of manual processes is a key priority. This is our collective response and the beginning of the journey to simplify the ecosystem and shift more TV budgets online”, said Seth Demsey, senior vice president, global advertising products and strategy at AOL Networks.

As John Ramey, founder and CEO of programmatic direct company isocket (a Burlingame, CA-based company dedicated to building tech for direct ad sales and Microsoft’s partner in programmatic direct) explained in an interview to Media Post‘s Tyler Loechner, “programmatic direct is using technology to speed up and automate the process of direct deals. It eliminates Excel spreadsheets, fax machines, RFPs, IOs, etc., from the trading process. It deals with direct, guaranteed campaigns, and fills ‘the manual gap in the middle with technology’.”

As Ramey said, this announcement is a true milestone in the evolution of programmatic direct because of the size and importance of AOL, Microsoft, and Yahoo, and many significant publishers are already embracing it. The announcement of the three joining together means –as Ramey puts it– “that Microsoft, AOL, and Yahoo are collectively ‘putting their stamp’ on programmatic direct.”

Sources: Bloomberg, The Drum, Media Post News.

What: Three of the main leaders in digital advertising worldwide agree on a series of technical specifications aimed towards standardizing programmatic direct digital advertising sales.
Why is it important: This is a breakthrough in the whole purchasing process of premium digital ad sales, as advertisers and agencies will have less trouble in finding, ordering and paying for premium inventory, because everything will be better automated and therefore it will “help speed the migration of offline media spend to online”, as Rik van der Kooi, corporate vice president, Microsoft Advertising, said.

AOL, Microsoft and Yahoo have joined together to introduce a new, streamlined set of API specifications which overall goal is to simplify the purchase and sale of premium digital ad space. These new standards (expected to be available “in the coming months”) will make it simpler and easier for agencies and marketers to buy via real-time bidding (RTB).

As reported yesterday by Bloomberg, buying and selling of premium ad offerings has been largely constrained by manual sales processes, so if other publishers and ad technology vendors align around the common set of APIs Microsoft, AOL and Yahoo will be providing, the growth of programmatic trading will be enhanced, as this would complement current direct sales channels and remove barriers for both advertisers wanting to buy and publishers wanting to sell (programmatically).

“We’re working to programmatically enable more than 50 per cent of the inventory that is currently sold via manual processes. This is digital’s next salvo in the efficiency war, bringing more premium inventory online. Agencies and brands have spoken. Automation of manual processes is a key priority. This is our collective response and the beginning of the journey to simplify the ecosystem and shift more TV budgets online”, said Seth Demsey, senior vice president, global advertising products and strategy at AOL Networks.

As John Ramey, founder and CEO of programmatic direct company isocket (a Burlingame, CA-based company dedicated to building tech for direct ad sales and Microsoft’s partner in programmatic direct) explained in an interview to Media Post‘s Tyler Loechner, “programmatic direct is using technology to speed up and automate the process of direct deals. It eliminates Excel spreadsheets, fax machines, RFPs, IOs, etc., from the trading process. It deals with direct, guaranteed campaigns, and fills ‘the manual gap in the middle with technology’.”

As Ramey said, this announcement is a true milestone in the evolution of programmatic direct because of the size and importance of AOL, Microsoft, and Yahoo, and many significant publishers are already embracing it. The announcement of the three joining together means –as Ramey puts it– “that Microsoft, AOL, and Yahoo are collectively ‘putting their stamp’ on programmatic direct.”

Sources: Bloomberg, The Drum, Media Post News.

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