PubMatic launches benchmarking analytics for publishers
This new functionality comes to market as part of PubMatic’s Analytics Premium solution
REDWOOD CITY, Calif. – May 12, 2015 — PubMatic, the marketing automation software company for publishers, today launched a first to market competitive benchmarking dashboard that provides publishers with the insights they need to increase the revenue generated by their programmatic advertising inventory. Publishers will have the ability to benchmark their inventory’s performance against a competitive set and gain never-before-available insights into inventory value in the context of the broader real-time ad sales market. These insights will help publishers ensure that their content remains relevant to consumers and advertisers allowing them to increase the revenue generated from the sale of their advertising inventory. The insights available in the competitive benchmarking dashboard are generated by harnessing and analyzing 65 terabytes of new data on the PubMatic Platform on a daily basis.
These competitive insights will inform optimal pricing and packaging strategies, allowing publishers to maximize their overall revenue. It also offers publishers the ability to identify new potential advertiser relationships and inventory segments of higher value. Competitive benchmarking, along with a holistic inventory management strategy, are the required foundational building blocks for a publisher’s programmatic direct strategy. This new functionality comes to market as part of PubMatic’s Analytics Premium solution.
“PubMatic Analytics allows us to make smart real-time decisions that drive revenue growth,” said Sean Holzman, Chief Digital Revenue Officer, Bonnier Corporation. “This analysis provides insights that have become an integral part of our revenue strategy and drive stronger business results.”
“Business won’t wait. That is truer today than ever before because of the white-water flow of data from innumerable real-time data sources,” according to The Forrester Wave™: Big Data Streaming Analytics Platforms, Q3 2014, Forrester Research, Inc. “That’s where streaming analytics platforms can help. Forrester survey data revealed a 66% increase in firms’ use of streaming analytics in the past two years. The market for streaming analytics platforms is growing far beyond its roots in industrial operations and financial services.”
By using these new benchmarking insights, publishers can compare their performance against anonymous publishers within their same peer set on key metrics such as eCPM, Share of Wallet (SOW) and Share of Voice (SOV). For example, a sports publisher will have access to data that allows it to compare the eCPMs of its inventory against eCPMs for other publishers in the sports vertical. This competitive benchmarking creates a dynamic index and will launch with 14 peer sets available for benchmarking publisher performance, defined using various key factors such as vertical industry, geography and advertising revenue.
“We are proud to bring benchmarking insights to market that for the first time provide publishers with a level of transparency into the real-time advertising sales marketplace, which traditionally has been a black box when it comes to competitive awareness,” said Alaric Thomas, Director of Product Management, Big Data and Analytics at PubMatic. “This is the first dashboard that allows publishers to benchmark their inventory performance across advertisers, formats and screens against a peer set. We’re using the power of the vast amounts of data generated by a massive real-time platform to help publishers gain insights that can help them better manage their revenue and sales strategy.”
The benchmarking dashboard can gather insights for specific sales channels (direct or indirect), screens (display, mobile, tablet), ad formats (native, video) or ad sizes. Publishers using competitive benchmarking also can apply customized time ranges.
The launch of PubMatic’s Analytics Premium follows the introduction of PubMatic Analytics, the industry’s first real-time analytics and reporting solution, in October 2014 at the company’s annual Ad Revenue conference. PubMatic Analytics is supported by seven global data centers, including four in the U.S. and centers in Singapore, Japan, and Amsterdam.