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PubMatic Launches Enterprise App Marketplace For Publishers

After acquiring the mobile technology firm MobiPrimo last week, Online Ad Network PubMatic has launched PubLink, an enterprise app marketplace for premium publishers. PubLink is essentially a set of open APIs(application programming interfaces) and pre-packaged integrations which will allow publishers to make use of PubMatic’s selling platform as a single platform to access services and their partners in real time, thereby consolidating their third party services and aggregated point solutions into a single platform.

The company claims that PubLink will make it easier for publishers to monetize, measure and control the way they sell media across platforms and formats in an open, agnostic environment, since it can be used to manage multiple needs including guaranteed & non-guaranteed sales, mobile and display sales, sponsorship and programmatic sales.

What Point Solutions are offered? PubLink will offer seven kinds of different point solutions to its publishers – audience data, ad verification and privacy controls, enhanced analytics, malware scanning, self-serve ad serving, mobile content optimization and mobile ad serving and mediation. The company has currently added behavioral ads compliance provider Evidon as one of its partners and stated that it will continue to add more partners in the forthcoming months.

PubMatic added that PubLink is also fully integrated with its management tools suite for premium publishers called PubDirect, which offers a unified ad serving optimization engine to monetize their guaranteed and non-guaranteed inventory in a private marketplace.

Last week, PubMatic had acquired MobiPrimo, a mobile development technology firm which focuses on providing mobile platform integration support to companies like Nokia, Motorola and Microsoft. Before that, Pubmatic had acquired an ad network optimization company ReviNet in May 2011, to get access to 57 US publishers including The Christian Science Monitor, A.H. Belo, Boston Herald, The Sporting News, and others and extend PubMatic’s reach to 400 million users globally. In April 2011, PubMatic had raised $7.5 million Series C funding from existing investors Helion Venture Partners, Draper Fisher Jurvetson and Nexus Venture Partners.

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