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PubMatic Unveils New 'Ad Price Prediction' System

Online ad network revenue optimization firm PubMatic Wednesday unveiled a new system for predicting the prices of ad network inventory in "real time." The system, aptly named Ad Price Prediction, is based on a combination of "machine-learning algorithms" and "real-time API pricing," said PubMatic CEO Rajeev Goel.

He said the system has generated a "70% lift" in the price of inventory sold by ten large publishers participating in a beta trial of the system vs. the prices they generated with PubMatic's older system, which was based exclusively on algorithms.

Goel estimated that PubMatic now processed more than 100,000 data transactions per second through ads served for 6,000 publishers across a variety of advertising networks.

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