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Pubmatic

PubMatic, Inc.
Company typePublic
Nasdaq: PUBM
IndustryOnline Advertising
Founded2006; 18 years ago (2006)
Founder
    • Amar Goel
    • Anand Das
    • Mukul Kumar
    • Rajeev Goel
Headquarters
Redwood City, California
Key people
    • Amar Goel (chairman)
    • Cathie Black (director)
    • Rajeev Goel (CEO)
Websitepubmatic.com

PubMatic, Inc. develops and implements online advertising software and strategies for the digital publishing and advertising industry.[1][2] PubMatic's sell-side,[3] real-time programmatic ad transaction advertising software[4] puts publishers of websites, videos, and mobile apps into contact with ad buyers by using automated systems,[5] while allowing users to opt-out of having their personal information collected on internet searches. PubMatic has a number of offices in countries around the world.[6]

History

PubMatic was founded in 2006 by brothers Rajeev Goel and Amar Goel, Anand Das and Mukul Kumar.[7] PubMatic software was developed in Pune, India.

In 2011 the company hired Steve Pantelick as CFO,[8] and in 2012 PubMatic raised $45 million from investors.[9]

In 2014 PubMatic acquired mobile ad server Mocean Mobile, formerly knows as Mojiva, for $15.5 million.[10]

In 2015, PubMatic opened an office in Latin America.[11]

By 2016, the firm was operating by storing most of its data on OpenStack private cloud servers.[12]

In January 2020, PubMatic launched an Identity Hub integrating identity partner IDs, including IAB DigiTrust, The Trade Desk Unified ID (UID 2.0), ID5, and LiveIntent.[3]

In February 2020, PubMatic released the OpenWrap SDK to enhance header bidding options for mobile publishers.[13]

In November 2020, PubMatic filed for an IPO in Nasdaq.[14] The company launched its IPO on 9 December 2020. Its clients in 2020 included Verizon, News Corp, Electronic Arts, and Zynga, with Verizon comprising about a quarter of Pubmatic's revenue during the previous year.[4]

Activities

PubMatic, for a fee, participates in online auctions to help advertisers buy and publishers sell media and advertising spots between various advertising companies.[15][16] The company also produces quarterly reports about advertising prices.[17][18][19]

References

  1. ^ Demos, Telis (8 February 2014). "Ad Platform PubMatic Working on IPO". Wall Street Journal.
  2. ^ Jesus Mena (2 May 2012). Machine-to-Machine Marketing (M3) via Anonymous Advertising Apps Anywhere Anytime (A5). CRC Press. pp. 269–. ISBN 978-1-4398-8191-0.
  3. ^ a b "20 experts who are working on big solutions for advertisers as ad targeting as we know it goes away". Business Insider
  4. ^ a b "PubMatic, a 14-year-old ad tech company, pops nearly 50% on IPO". CNBC
  5. ^ "PubMatic helps online publishers make money". ZDNet. Tom Foremski | October 22, 2009
  6. ^ "Ad tech firms Turn and Pubmatic retrench staff". Mumbrella, Greg Armshaw, December 2015.
  7. ^ "Compressing time, revolutionising advertising". Business Standard. Indira Kannan June 23, 2014
  8. ^ "Amid Whispers Of A $300 Million Buyout Offer, PubMatic Hires An IPO-Ready CFO". Business Insider, Nicholas Carlson. Nov. 15, 2011
  9. ^ "PubMatic Raises $45 Million With IPO, Acquisitions in Mind". Adweek, By Tim Peterson. June 6, 2012
  10. ^ Kantrowitz, Alex (May 19, 2014). "PubMatic Acquires Mobile Ad Server Mocean Mobile". adage.com.
  11. ^ "Hispanic Agency LatinOn Taps Adaptive For Programmatic Selling". MediaPost, by Tyler Loechner September 2, 2015
  12. ^ "Pubmatic swaps AWS for OpenStack after public cloud hidden-cost horror show". ComputerWorld UK, Tamlin Magee April 28, 2016
  13. ^ "PubMatic Releases OpenWrap SDK to Enhance Header Bidding Options for Mobile Publishers". Globe Newswire
  14. ^ "PubMatic: Strong Fundamentals but a Lofty Price". Nasdaq
  15. ^ Cheredar, Tom (8 February 2014). "Ad tech startup PubMatic reportedly preparing an IPO valued at $1B". venture beat.
  16. ^ Matthew P. McAllister; Emily West (2013). The Routledge Companion to Advertising and Promotional Culture. Routledge. pp. 105–. ISBN 978-0-415-88801-1.
  17. ^ Shannon Belew; Joel Elad (16 March 2009). Starting an Online Business All-in-One Desk Reference For Dummies. John Wiley & Sons. pp. 259–. ISBN 978-0-470-48370-1.
  18. ^ Jason R. Detrani (19 April 2016). Journalism: Theory and Practice. CRC Press. pp. 285–. ISBN 978-1-4665-6190-8.
  19. ^ "Publishers are finally getting the hang of mobile ads, close the gap with desktop". Digiday, Garett Sloane October 15, 2015.
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