The Huffington Post has selected PubMatic to optimize its ad revenue after the site conducted a trial using the service. PubMatic works with publishers to monetize non-guaranteed inventory.
Adding new sections areas and functions has increased the HuffPo's inventory, creating the need to enlist an ad optimization service. "This will help us strengthen our position in direct channel
sales and deliver more comprehensive packages to advertisers," said Eric Ashman, chief financial officer of The Huffington Post.
According to Nielsen Online, the HuffPo is one of the
fastest-growing online publishers. In the past few months, the "online newspaper" has added new local sections for New York and Denver, a technology section, and one that focuses on books. The HuffPo
has also incorporated the social tools of Facebook Connect.