PubMatic Evaluates Ad Servers And Networks

PubMatic, which helps publishers optimize inventory sold through ad networks, on Wednesday debuted a new application to help publishers analyze and evaluate all ads served on their Web sites.

The Palo Alto, Calif.-based startup is up against stiff competition from rivals like the Rubicon Project and AdMeld -- which, for a share of earned ad revenue, factor in pricing data, available inventory, and publisher guidelines to determine which ad network is sent an ad impression.

In March, PubMatic announced the launch of a new platform geared to large publishers, PubMatic Premier, along with additional venture funding from Draper Fisher Jurvetson, Nexus India Capital and Helion Ventures.

Its latest product, Ad Inspector, is available to PubMatic Premier customers -- media publishers with more than $5 million in annual online revenue, providing them with "forensic" information on all ads served on their Web pages to identify which ad network or exchange served a particular ad, as well as any ad networks that defaulted in the process.

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"Tracking down where an ad comes from and stopping the inappropriate ones does not have to be a difficult task," said PubMatic co-founder and CEO, Rajeev Goel.

The company says it works with hundreds of ad networks and more than 5,500 publishers, the vast majority of which are small and medium-sized sites. The 10% of its client base made up of large publishers, however, account for 80% of the total impressions generated.

PubMatic is presently opening sales offices in New York and in Europe, starting with outposts in the U.K. and Germany, and hopes to grow to some 70 employees by the end of the year.

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