PubMatic Study Indicates Brand Advertisers Ready for Real-Time Bidding (RTB) through Private Marketplaces

Buyers Want RTB Directly Sold by Publisher to Combine Powerful Audience Targeting with Guaranteed Brand Safe Environments

Palo Alto, CA – PubMatic (, which provides premium online publishers one holistic selling platform with high-touch service to increase their online and mobile ad sales, revealed the results of an online study showing that Real-Time Bidding (RTB) campaigns sold directly by publishers are in very high demand. Facilitated by a third party company, Digiday, the PubMatic study was conducted in March, 2011 and included over 640 online advertising executives – 71% online media buyers, 29% publishers.

The findings of the study indicate that publishers that open up Private Marketplaces – which provide advertisers private access to premium RTB inventory and give publishers much greater transparency, control, and revenue – have a unique opportunity to capitalize on high market demand for RTB inventory sold directly by publishers.

Study Findings, which can be found at, include:

Audience Targeting continues to grow:  97% of advertisers will leverage anonymous audience targeting in 2011, and 47% will have more than half of their online advertising budgets dedicated to campaigns that include audience targeting with user level attributes

Demand for RTB is greater than the supply:  Only 20% of publishers have opened up inventory to RTB, while 62% of advertisers have leveraged RTB for their campaigns

Private Marketplaces will increase RTB budgets for Brands:  74% of brand advertisers would likely increase their RTB budgets if they could buy directly from a publisher

“Advertisers and agencies were very clear about wanting the ability to buy RTB campaigns directly from premium publishers because they get a guaranteed brand safe environment with the targeting sophistication of RTB,” said Rajeev Goel, Co-Founder and CEO of PubMatic. “Private Marketplaces are changing the way that display advertising is purchased – the precision targeting of RTB coupled with the transparency of direct publisher sales will significantly increase the size of the display advertising market.”

Results of the study can be found at

PubMatic: ( PubMatic’s Sell-Side Platform provides premium publishers one platform with the technology and services needed to earn the most ad revenue possible while protecting their brands online. Some of the world’s most respected publishers have chosen to work with PubMatic, including The Huffington Post, eBay, United Online, MSNBC, TV Guide, and the majority of the comScore Top 10.

PubMatic is privately held, backed by funding from Draper Fisher Jurvetson, Nexus Venture Partners, and Helion Ventures, and has seven offices around the world in the US, Europe, and Asia.