PubMatic, the digital media platform company for publishers, has announced the general availability of a significant platform upgrade focused on data enrichment and cross-device integration. Launched in April, this upgrade identifies devices and layers on more than 30 third-party parameters and up to 20 first-party parameters.
By adding the ability to combine first-party, geo, carrier, and device data into the PubMatic platform, publishers can increase the qualification score of impressions and help monetise and expand critical inventory at higher eCPMs.
Jumptap, Inc., a PubMatic partner and leading unified audience platform, generated a significant lift in eCPMs since adopting PubMatic's platform upgrades. Using PubMatic's proprietary technology, which leverages optimisation tools and controls that allow publishers to automate and maximize the sale of publisher inventory, Jumptap has achieved an average increase of 504 percent in paid impressions Month-over-Month (MoM). This growth can be directly attributed to the enhanced mobile targeting capabilities of both the PubMatic and Jumptap platforms.
This comes at a time of significant growth in terms of mobile product development, personnel, and recent company milestones for PubMatic. In Q4 2012, PubMatic launched the MRAID SDK on iOS and Android. PubMatic's mobile growth was further highlighted with the addition of Heather Menery as Director of Mobile Sales, along with other key hires. In November 2012, PubMatic was ranked the Fastest Growing Online Advertising Company in US Internet Sector, 20th Fastest Overall in North America, on Deloitte's 2012 Technology Fast 500™.
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