• by Tobi Elkin , Staff Writer @tobielkin, April 5, 2016

As header bidding has taken hold, challenges in tag management, measurement and integration have arisen. PubMatic is trying to address these issues with the launch of a new enterprise-grade wrapper solution.

PubMatic’s wrapper solution enables the holistic management of all header-bidding partners and provides a transparent, real-time view into bid activity and volume, monetization and latency metrics. The company said these improvements mean faster site load time. PubMatic is working with more than 12 publishers on the new wrapper solution.  

PubMatic said its product offers publishers the following capabilities:

Streamlined integration: Publishers can manage their header bidding tags easily and efficiently, eliminating difficult integrations by reducing the need to implement each header bidding tag separately. PubMatic stated that its wrapper solution reduces integration time by up to 80%.

Greater control over user interface: Publishers will have more control over demand sources. Specific controls allow publishers to block high latency and low-performing partners from bidding, helping to maximize revenue on each impression. 

Enterprise-grade analytics: They offer a holistic view of a publisher’s header-bidding partners, with a detailed analysis of metrics for volume, latency and monetization including bid rates, win ratios, and average CPMs, in a dashboard that allows for easy testing and optimization.

RTBlog asked Nishant Khatri, director of product management at PubMatic, to translate the new developments:

RTBlog: What is a wrapper solution?

NIshant Khatri: It's what's commonly referred to as a wrapper tag or a container tag, which holds all of a publisher’s header tags in one place. Think of it like an airport hangar that makes it easier to access and manage multiple airplanes. 

RTBlog: What makes PubMatic’s differentiators special?

Khatri: Implementing a wrapper tag rather than a complete wrapper solution with enterprise support is like trying to build your own kit car rather than leveraging the expertise of automakers who have been doing it for years.  Right now, wrapper tag integrations are difficult for publishers, and require extensive manual work and engineering support. PubMatic’s wrapper solution automates that setup, providing an intuitive, powerful user interface with advanced latency controls and ending scheduled analytics reports to the publisher. 

A complete wrapper solution, as opposed to just a tag, allows publishers to easily deploy changes and adapt to new technologies, utilizing easy management tools to change header bidding strategies on the fly, rather than touching the sites directly, each and every time. 

RTBlog: What does holistic management of all header bidding partners mean?

Khatri: It’s not uncommon to see a publisher using five to 10 header tags. There’s no way to truly understand individual header-tag performance and create a high-level programmatic strategy without holistic management of all header bidding partners through a wrapper tag/container solution.

RTBlog: How is this product different from what is already offered?

Khatri: Unlike other wrappers, PubMatic’s solution comes at no additional charge to publishers, automates the integration process, offers reporting and analytics and provides ongoing technical support throughout, allowing publishers to reclaim the power of ad decisioning and maximize revenue on every impression.