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PubMatic Closes Second Round; New Optimizer Tool Promises To Reduce 'Commoditization'

This story was written by David Kaplan.
Ad revenue optimizer PubMatic has closed an unspecified second round funding. Draper Fisher Jurvetson, Nexus India Capital, and Helion Venturesall previous backersparticipated in the round, which will go towards promoting the Palo Alto company's plans for global expansion. One of the parts of that expansion includes the roll out of a new ad optimizer tool, PubMatic Premier, which is being targeted for publishers who make over $5 million in annual online revenue. The system promises to help publishers better identify the best performing ad networks to work with. For one thing, PubMatic says it can detect, in real-time, the highest paying ad network to fill publisher inventory when. PubMatic also says that its system can ensure that the ad nets publishers use do not compete with a site's direct sales forcea problem illustrated publishers' fears of "commoditizing" their inventoryby giving publishers absolute control over the quality of the ad buys.Release


By David Kaplan