Third-Party Reports

  • The Forrester WaveTM: Sell-Side Platforms And Exchanges For Publishers, (Q2, 2014)

    Executive Summary:

    In Forrester's 65-criteria evaluation of sell-side platforms (SSPs) and exchanges for publishers, we identified the six most significant providers in the category — AOL Platforms, AppNexus, DoubleClick Ad Exchange, OpenX, PubMatic, and Rubicon Project — and researched, analyzed, and scored them. This report builds on our 2012 WaveTM evaluation of sell-side platforms and details our findings about how well each vendor fulfills our criteria and where they stand in relation to each other to help publishers and marketing leadership professionals select the right partner for their programmatic selling strategies.

    Download Report
  • Real-Time Bidding in the United States and Worldwide, 2010-2017 (Q4, 2013)

    Executive Summary:

    This white paper estimates current and past spending on RTB-based display ad sales and forecasts spending until the year 2017 for the United States, Canada, Germany, France, the United Kingdom, the rest of Western Europe, Russia and the rest of Central and Eastern Europe (CEE), the Middle East and Africa (MEA), Japan, Australia, China, India and the rest of the Asia/Pacific region, and Brazil and the rest of Latin America (LA). It breaks down total RTB revenue into RTB-based spending on indirectly sold online display advertising including banners and rich media ads, indirectly sold online video advertising including banners and rich media ads, directly sold online display advertising, and mobile display advertising. It is an update to last year's research document Real-Time Bidding in the United States and World Wide, 2010–2016 (IDC #237383, October 2012).

    Download Report
  • The Total Economic Impact Of PubMatic

    Executive Summary:

    In October 2013, PubMatic commissioned Forrester Consulting to re-examine the total economic impact (TEI) and potential return on investment (ROI) enterprises may realize by deploying the PubMatic sell-side platform (SSP). The purpose of this study is to provide readers with a framework to evaluate the potential financial impact of PubMatic on an organization that publishes content with available advertising sales opportunities. This study is a re-examination of a previous TEI case study focused on the PubMatic platform and includes additional coverage of PubMatic's mobile monetization capabilities based on data from a new set of customer interviews.

    PubMatic Generates Incremental Ad Revenue, Sets The Foundation For Programmatic Sales, And Puts Mobile Monetization Into Motion Our interviews with four existing customers and the subsequent financial analysis found that a composite organization based on these four companies experienced the risk-adjusted ROI, costs, and benefits shown in Table 1. For the purposes of this case study, the composite organization is known as "LaudNet." (See Appendix A for a description of the composite organization.)

    Download Report
  • Boost Publishers' Effectiveness And Revenues With Audience Extension (Q4, 2013)

    Executive Summary:

    Advertisers expect their publishing partners to deliver targeted audiences at scale in a controlled editorial environment. By refining their targeting with powerful data, and with the help of data management platforms (DMPs), publishers can retarget their users and models and identify lookalike audiences to satisfy the ever-increasing demand from advertisers to reach larger audiences. In the process, publishers are finding themselves in the position of buying media, thereby opening up the opportunity for new revenue streams. Read this report to understand what publishers need to do to develop, offer, and execute audience extension programs for their clients and what they can expect to achieve by doing so.

    Download Report
  • Solving The Cross-Platform Targeting Riddle (Q3, 2013)

    Executive Summary:

    As consumers increasingly embrace personal mobile technologies, the third-party cookie, the most prevalent desktop-based targeting mechanism, is showing its limits at identifying and addressing your target audience — let alone at reaching the same user cross-platform. Today’s targeting challenge for marketers is threefold: 1) reliably identifying, in a persistent manner, an individual consumer; 2) reaching that consumer across an ever-increasing number of devices and platforms; and 3) partnering with vendors whose infrastructure is still built around traditional targeting mechanisms. Read this report to make sense of today’s cross-platform targeting ecosystem, understand the pros and cons of each targeting type, develop your own plan for cross-platform user targeting using this knowledge, and determine where you want the ecosystem to improve — and fast — to meet your specific targeting needs.

    Download Report
  • AdMonsters European RTB Report (Q1, 2013)

    Introduction:

    In digital advertising circles, no three-letter acronym is used more often than RTB. In the four years since it emerged, Real-Time Bidding has changed how digital advertising is bought and sold. RTB systems give agencies and advertisers better control of their ad buys and costs, and this increased control for the buy side has driven massive investment, spawning a number of new players in the online advertising ecosystem. Demand Side Platforms (DSPs), third-party data providers, data management platforms (DMPs), and other new intermediaries have all followed the emergence of RTB in an attempt to maximize the effectiveness of ad spending...

    Download Report
  • Forrester Study: Total Economic Impact™ of PubMatic (Q4, 2012)

    Executive Summary:

    In October 2012, PubMatic commissioned Forrester Consulting to examine the total economic impact and potential return on investment (ROI) enterprises may realize by deploying the PubMatic sell-side platform (SSP). The purpose of this study is to provide readers with a framework to evaluate the potential financial impact of PubMatic on an organization that publishes content with available advertising sales opportunities.

    Download Report

Case Studies

  • IDG UK

    Background:

    Launched in 1964, the International Data Group (IDG UK) is the leading technology media company reaching audiences in more than 90 countries. Having compiled an impressive armoury of leading titles, including Macworld, Computerworld, GamePro and PCWorld, IDG UK generates 2.1 million unique visitors daily, averaging 60 million page views per month.

    Having built the broadest network of technology content online, IDG UK reaches more tech-savvy buyers worldwide than any other media company. Its vast digital offering has resulted in an impressive average of over one hundred thousand ad impressions being served each month.

    Download Case Study
  • A Case Study on the Power of Private Marketplaces

    Background:

    Business Insider (BI) is the fastest growing business news site for the digital age. In December of 2012 they set a new record of 22.8 million unique visitors and 180 million page views. BI became an exclusive client at the end of Q1, 2012. They started with using the platform for yield management and in Q3 decided to start using Private Marketplace.

    Download Case Study
  • The Fast Track to Success

    Background:

    Launched in 2003, National Rail Enquiries (NRE) is one of the largest travel sites in the UK with 10 million unique users and 68 million page impressions a month. It is the "go to" site for millions of rail customers across the country and serves over 6 million ad impressions a day.

    Having previously outsourced its advertising to third party houses, NRE brought this function in-house in June 2010 in order to maximise revenue and importantly, exercise greater control over the quality of the ads being served.

    Download Case Study
    Watch the Video

PubMatic Reports and Whitepapers

  • The Advantages to Publishers, Advertisers and the Ecosystem of a Multi-Bid RTB Environment (Q4, 2012)

    Introduction:

    Real Time Bidding (RTB), the new programmatic method of buying and selling online inventory, is gaining significant traction and delivering higher monetization value to both online publishers (sellers) and advertisers (buyers). While it has been concentrated in the non-guaranteed portion of inventory, publishers are beginning to extend this robust programmatic mechanism to their premium guaranteed inventory, raising new challenges. For example, publishers are finding RTB to be a great new mechanism/channel to access media spend, but are unsure about how it can profitably co-exist and blend with their guaranteed direct sold programs. Buyers would like to buy premium inventory via this new channel to attract and justify premium advertiser budgets. And, from the ecosystem perspective, questions arise about how best to combine new mechanisms with legacy systems to create the best of both worlds, to achieve maximum value creation on every impression.

    Download this report