Publishers will package the inventory themselves, adding in capabilities like audience buying or contextual targeting. McDonald said that’s an important distinction that allows for more flexibility and ultimately takes the work out of creating a deal: After that’s in place, the platform will allocate the impressions based on data and audience segments, not the publisher.
Buyers would be given a “system that manages rules as well as host an auction in one environment,” McDonald said, “and to be able to allow inventory to observe the rules it’s been given.”
Publishers using PubMatic’s open marketplaces will be able to have inventory compete against each other through the company’s “decision manager” capability, which enables publishers to see how the rules they set up for different deals or marketplaces affect yield and revenue.
While private marketplaces have sprung up that go across many publishers, PubMatic will focus on one-to-one deals between a buyer and a seller, consistent with its focus on “head and torso-sized” publishers.