The company said it would use its real-time optimization technology to help publishers maximize revenue from their mobile ad inventory. PubMatic’s technology helps online publishers get the most revenue from their advertising space by determining in real-time which ad network or exchange can best monetize each impression.

"While the consumption of mobile content has grown exponentially, particularly with the iPhone and Android platforms, the ability to monetize the mobile web has become increasingly difficult for premium publishers," said Rajeev Goel, Co-Founder and CEO of PubMatic.

"Our integrated mobile solution gives publishers the ability to take full advantage of their highly lucrative mobile ad inventory by simplifying the process by which they manage and select the most effective ads for their mobile web sites and applications."

Publisher benefits Include:
   

• Ad Network Representation: PubMatic will help publishers connect to the optimal mix of mobile ad networks according to publishers’ content, audience, and brand safety requirements
•     Real-Time Decision Making: PubMatic will decide in real-time which mobile ad network can best monetize each impression and select the highest paying ad network every time
•     Brand Control: The same comprehensive brand control capabilities that protect PubMatic’s Web publishers from unwanted ads, channel conflict, and ad latency issues will also extend to the mobile platform
•     Audience Insight: Mobile-specific data points such as device, user location, and user demographics are considered as part of the ad network and exchange selection process to maximize publisher revenue
•     One Consolidated Management Dashboard (Web & Mobile): Publishers will be able to manage and review comprehensive reporting and analytics from one consolidated dashboard that tracks both their Web based ad sales and mobile ad sales
  
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"PubMatic has significantly decreased the operational burden of managing multiple ad networks and simultaneously helped us eliminate inefficiencies in our remnant advertising pricing," said Ian Wallin, Vice President, Online Ad Sales, TVGuide.com. "We’ve enjoyed working with them."

TVGuide.com reaches 21 million unique users per month, and as part of its strategy to stand out from the competition, the website offers online video, news community and TV listing in one location.

The website’s online video guide allows users to watch almost any TV episode from all the major broadcast and cable television networks. The site is currently in the top spot of comScore’s TV and entertainment category for attracting the most engaged users who average five visits per month, 13 minutes per visit and 18 page views per person.

"As the economy rebounds, publishers are increasingly focused on premium sponsorship opportunities and looking for a trusted partner to manage their non-guaranteed inventory," said Rajeev Goel, PubMatic Co-Founder and CEO. "We built PubMatic to serve the needs of publishers, and as a result we’re increasing revenue for the world’s largest publishers including TVGuide.com, Huffington Post, eBay, and many more."
 

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The index is based on data from more than 3,000 publishers and billions of ad impressions.

Large Web sites performed the worst while small Web sites were able to maintain their monetization rates. eCPMs (effective cost per thousand impression) for large Web sites (more than 100 million page views per month) dropped significantly by 54 percent from 38 cents in March to 18 cents in April

Medium Web sites (1 million to 100 million page views per month) were almost flat, with monetization sliding from 34 cents in March to 33 cents in April. Small Web sites were able to improve their monetization, increasing from $1.18 in March to $1.29 in April.

Social networking led the way in the decline with monetization falling 47 percent, from 37 cents in March to 19 cents in April. Entertainment monetization fell 17 percent from 40 cents in March to 33 cents in April. Gaming and sports were down 4 percent and 5 percent, respectively.

Technology stayed relatively flat at 83 cents in April compared to 82 cents in March.

In April, 77 percent of small Web sites collected net publisher eCPMs from ad networks of under $1, compared with 95 percent of medium Web sites and 100 percent of large Web sites.