• February 25, 2009

Ad network optimization company PubMatic is opening up its APIs, giving ad networks access to 125 million unique users across the 5,500 sites that use its platform to boost revenue yield from advertising.

PubMatic's open APIs promise to increase revenue for ad networks and publishers by allowing them to connect more directly to streamline ad buying and selling. Ad networks get instant, transparent access to publisher inventory while publishers gain access to more ad networks competing to drive up ad rates and sell-through rates.

PubMatic said the move would also help ad networks expand ad targeting options and control over pricing and timing for campaigns. Higher quality campaigns and more targeted advertising would also help publishers better monetize their inventory.

According to PubMatic's AdPrice Index, average eCPMs across ad networks in the fourth quarter of 2008 fell to 26 cents, almost half what they were a year ago.--Mark Walsh