• by Tyler Loechner  @mp_tyler, October 28, 2014

Nearly half of publisher respondents in a recent “Publisher Roundtable” held by sovrn said that monetization is “slower, harder and lower” than expected. In a separate report (by the Association of National Advertisers), nearly half of marketers said they don’t have the right analytics in place, although 96% of them believe that the “ability to make data-informed decisions is their most-needed capability to respond effectively to disruptions.”

In the hopes of giving its publisher clients the real-time data they are hungry for, supply-side platform (SSP) PubMatic on Tuesday announced the launch of PubMatic Analytics, a tool featuring real-time data on ad performance.

The analytics hub uses natural language processing (NLP), which PubMatic claims makes it easier for any business personnel -- not just those with coding or database query expertise -- to create reports. 

Real-time analytics have become a virtual necessity for ad tech companies. Earlier this month, Rocket Fuel made a similar announcement, giving its clients self-serve access to real-time data.

"Analytics" image via Shutterstock.