Total Economic Impact Study Reveals Potential Client ROI of 338% for Publishers Using PubMatic Platform

Study Also Details Incremental Revenue Growth and Mobile Monetization Opportunities for Supply Side Platforms

Oct 16, 2013, 08:00 ET from PubMatic

NEW YORK, Oct. 16, 2013 /PRNewswire/ -- PubMatic, the digital media platform for publishers, will announce the results of an October 2013 commissioned study conducted by Forrester Consulting on behalf of PubMatic, entitled "The Total Economic Impact of PubMatic." The research shows a three-year risk adjusted return on investment (ROI) of 338% for publishers using PubMatic's platform, among other findings. Guest speaker, Forrester Total Economic Impact Senior Consultant Reggie Lau, will discuss the study today at PubMatic's client and industry thought leadership conference - Ad Revenue 6.

The goal of the study was to examine the total economic impact and potential ROI that publishers may realize by deploying PubDirect, PubMatic's solution suite to maximize monetization of digital assets across sales channels. In this study, PubMatic launched each publisher's digital sales strategies, from concept to execution. Publishers interviewed by Forrester Consulting concluded that to drive revenue goals, they needed to amplify demand through RTB, build out programmatic direct sales, and acquire data and insights that could help them achieve higher eCPMs. Using PubDirect, all publishers involved in the study experienced a significant pricing lift and higher fill rate.

In order to produce the study, Forrester Consulting conducted in-depth interviews with four PubMatic clients to obtain data on costs, benefits and risks, and created a composite organization from which to do the ROI analysis. In addition to the three-year risk adjusted ROI, the topline results of that analysis are as follows:

  • ROI gains were generated less than one month after platform adoption
  • Up to 4x CPM lift of premium inventory utilizing Private Marketplace (PMP) over open-market RTB
  • And up to 50% lift in discretionary inventory eCPM through open-market RTB over a three-year period.

Forrester Consulting also found that 60% of this ROI benefit was incremental PMP, 28% incremental open-market RTB, 6% from relationship management efficiency, and another 6% from incremental mobile.

"We're proud that our industry-best technology, customer support, and Human API enable publishers to drive significant revenue and increase the value of their eCPMs," said Kirk McDonald, President of PubMatic. "It's no longer a complete strategy to segment your approach to inventory management; companies must evolve and think holistically in their approach or risk falling behind."

To read the full study, please go to:

The release of the Forrester Total Economic Impact Study follows a period of dramatic growth for PubMatic, including the launch of the company's most recent product, PubConnect, a new suite of technology solutions that provide publishers with the ability to join together and establish consortiums, leverage access to new inventory, expand audience reach and open up entirely new revenue streams.

About PubMatic 
PubMatic is the technology platform that powers the programmatic advertising strategy of leading publishers and premium brands. Our innovative solutions help content providers drive the highest value for their digital media assets and provide consumers with a more personalized advertising experience across display, mobile and video. PubMatic's One Platform, proprietary technology and advanced mobile capabilities are utilized by a global roster of comScore publishers. Pioneering online auctions for the buying and selling of media through Real-Time Bidding (RTB) and Private Marketplace (PMP), the company also works with over 400 advertising partners. Ranked by Deloitte as the third fastest growing company in the US Internet sector, PubMatic has offices worldwide with headquarters in Redwood City, California.

Larry Harris

Chief Marketing Officer | PubMatic

T: (917) 992-8640