Babar Khan Javed
Jun 21, 2018

Pubmatic battles adtech tax with cloud offering

PubMatic's new cloud offering aims to help publishers of all sizes own their programmatic ecosystem while reducing costs and focusing on monetization.

Jason Barnes, CRO for PubMatic, APAC
Jason Barnes, CRO for PubMatic, APAC

Publishers and technology companies interested in insourcing programmatic technology can now turn to the PubMatic Cloud.

Launched on a platform-as-a-service basis, the PubMatic cloud allows its clients to embrace greater control of programmatic monetization and gain full transparency, circumventing the 28% adtech tax.

With innovations such as header bidding and fraud prevention controls resulting in more ad dollars reaching worthy publishers, it has also resulted in larger infrastructure needs, which bring their own unique costs and overheads for integration management. 

With brand spends increasingly driving the growth of programmatic, we’re certainly seeing more sophisticated APAC publishers planning ahead and identifying ways to efficiently scale and take control of their programmatic strategies.

"What we hear from our publishers is there’s increased pressure to manage a growing array of vendors, be that sell-side, buy-side or third party," said Jason Barnes, CRO for PubMatic in the APAC region. "However, their internal resources remain limited, and this is a real barrier to growth."

According to Barnes, the new cloud offering is aimed at three customer segments in the APAC region. These are categorised as fast-growing publishers in big emerging markets like Indonesia or India who want to scale and manage costs, larger publishers with advanced needs in more developed markets like Australia and New Zealand, and multi-market publishers operating at scale across the region who want a customizable platform built on a solid infrastructure.

Delivering hassle-free access to demand, PubMatic’s out-of-the-box sell-side platform offers integrations with over 200 demand-side platforms and other buyers. This promises to include ad scanning, fraud detection and brand safety tools so publishers can ensure quality control.

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