• January 14, 2010

PubMatic has extended its online ad optimization platform to the mobile Web. The integrated solution will allow publishers to increase yield on mobile ad inventory by determining in real time which mobile ad network can best monetize each impression and select the highest-paying option.

It also promises the same features as its online system -- including filtering out unwanted ads and avoiding channel conflict and ad latency as well as mobile specific analytics like device type, user location, and demographic data -- and packaged all in one dashboard tracking Web-based and mobile ad sales.

"While the consumption of mobile content has grown exponentially, particularly with the iPhone and Android platforms, the ability to monetize the mobile web has become increasingly difficult for premium publishers," said Rajeev Goel, co-founder and CEO of PubMatic, in a statement. The new offering is intended to address that challenge. --Mark Walsh