• by Tyler Loechner  @mp_tyler, July 31, 2013

Sales-side platform provider PubMatic recently announced that the company generated more than 176% revenue growth throughout Europe during the first half of 2013. RTM Daily spoke briefly with Rob Jonas, PubMatic's VP and managing director, EMEA and APAC, about the growth to figure out why the company has been so successful overseas and why the programmatic marketplace in general has been growing.

RTM Daily asked Jonas to take a stab at guessing the number one reason behind programmatic growth in general. "The demand," he said. He commented how he's been in digital advertising for years, and every time a new format is launched the intermediate guys are the ones pressing its importance. "The difference [with programmatic] is that the advertisers are turning around to their media buyers and saying, 'I want to spend money programmatically.' That's what is really catalyzing things as far as we are concerned."

PubMatic's business is focused on the publisher side, so they work on ways to help capitalize on that demand. What has helped PubMatic (and the entire market) has been the publisher response. "The other trend we are seeing is publishers saying, 'We are aware of this. If we don't have the right tech in place to capture this we will miss out,'" Jonas said.

He also mentioned what the entire industry has seen, which is that the concept of programmatic buying and real-time bidding (RTB) is growing in "many, many, many markets beyond just the U.S. and UK. It's a global phenomenon, if you like."

PubMatic is headquartered in the U.S. with European operations in London. Jonas told RTM Daily that the company is also planning expansions to Japan and Singapore "in the next couple of quarters."