PubMatic has announced a series of major investments in OpenWrap, the company’s unified auction solution for publishers.
Recent enhancements to OpenWrap give publishers, including app developers, increased flexibility and improved performance with omnichannel and platform-specific enterprise-grade developer customization.
PubMatic has released a suite of enhanced capabilities to create value across web, CTV/OTT and mobile app. All publishers and developers leveraging OpenWrap will now gain:
- Yield improvements - Floors designed to increase revenue, ad refresh at no cost, and levers that lift CPMs while maintaining fill.
- Upgraded management API - Customise OpenWrap to better fit the tech stack, and gain access to new automation and API options that add flexibility.
- Enhanced analytics - Holistic, data-visualised and real-time view of their ad business.
Additionally, OpenWrap has released new capabilities that deliver platform-specific benefits:
- Web publishers can now utilise more than 40 Prebid modules to leverage multiple, third-party-developed technology with efficient and unbiased integration.
- Mobile app developers can now seamlessly integrate with the top mobile mediation providers, leveraging OpenWrap’s SDK to gain access to PubMatic’s global brand demand.
- OTT publishers can now benefit from in-line bidding, capturing the full power of a unified auction that connects with third-party ad servers.
John Martin, director of OpenWrap at PubMatic, said: “OpenWrap is first and foremost a performance solution built for publishers and app developers. We know every publisher’s business is different.
“We believe in open, flexible technology that enables total control and interoperability for every publisher, regardless of their inventory mix or monetisation strategy.
“Our recent enhancements build on this foundation, delivering higher performance, more nuanced capabilities and richer insights to ensure publishers maximize the value of their inventory and audiences,”
OpenWrap is built on the open-source Prebid codebase, which provides publishers greater control, transparency and innovation. With new OpenWrap features, sellers can clearly examine and activate the levers that contribute to delivering incremental performance.
As of Q2 of 2022, PubMatic revenue from OpenWrap has nearly doubled year-over-year.
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