Ad tech vendor PubMatic has announced its Asia-Pacific operations were profitable on an adjusted EBITDA basis in 2016 and the first quarter of 2017.
The company added that it recorded more than 100 per cent year-over-year net revenue growth in the first quarter of 2017.
It attributed the financial performance to a focus on header bidding and wrapper technology, and the increased mobile and video monetisation for its publisher clients.
PubMatic launched its header bidding technology globally in 2012 and its wrapper solution in 2016. These solutions represented a majority of PubMatic’s global impressions by the end of last year.
The company’s header and wrapper technology has been widely adopted across the Asia-Pacific region. PubMatic said it has added a significant number of premium publisher customers in the Asia-Pacific region over the past six months, including Cheetah Mobile (China), Daily Mail (Australia and New Zealand), Fandom powered by Wikia (Australia and New Zealand), WittyFeed (India), Dainik Bhaskar (India) and Toyo Kezia (Japan).
PubMatic’s APAC team is lead by Jason Barnes, former head of commercial development at News Corp Australia, where he launched and managed the publisher’s initial adoption of programmatic.
“We know PubMatic’s products are world-class, but with such geographical and cultural differences within APAC it is important to have talented local teams in-market to help engage our partners face-to-face and guide them on their programmatic journey,” said Jason Barnes, PubMatic VP APAC.
“We know that some of our competitors don’t have boots on the ground, which is a real challenge for clients considering the on-going support and education required to build the expertise to fully exploit the opportunity that programmatic advertising offers.”
PubMatic works with publisher and demand partners across most countries in APAC and has more than twenty staff in offices in Sydney, New Delhi, Tokyo and Singapore. Plus, the company has many of its engineering teams based in Pune, India.
“We’re focused and excited about our plans for the rest of 2017,” said Barnes. “The Asia-Pacific region remains a key growth area for PubMatic. We look forward to driving increased adoption of our publisher-focused suite of products to the region’s premium media sellers, as well as working with brands and agencies to provide them with sophisticated trading tools and safe, transparent environments where their audiences can be reached.”