• September 22, 2008

PubMatic is expected today to roll out AdFlex, a service aimed at ensuring that ad networks have access to the right kinds of inventory for any given campaign. The product aggregates inventory from publishers currently using PubMatic's ad network optimization platform, and serves it to networks according to their campaign targeting requirements (e.g., behavioral, geographic or demographic).

Because the AdFlex inventory is certified through PubMatic's platform, ad networks are able to know exactly where a campaign is running, thereby eliminating advertiser concerns about low quality or irrelevant placements. Networks can also pull in inventory from publishers that are not under their own umbrella, which is a huge advantage, according to Ajay Sravanapudi, founder, president and CEO of Lucid Media, one of the networks that will tap AdFlex.

"In addition to our own network of publishers, we need instant access to flexible inventory that meets the needs of our advertisers," Sravanapudi said. "PubMatic's AdFlex service gives us the ability to quickly scale up and scale down ad campaigns on demand, without having to manage hundreds of new publisher relationships."

Palo Alto, Calif.-based PubMatic plugs online publishers into multiple ad networks through a single dashboard, optimizing their inventory to achieve the highest revenue.--Tameka Kee