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TechBytes with Nishant Khatri, VP Product Management, PubMatic – #ProgrammaticAdvertising is continuing to become the dominant force in digital $TTD $RUBI $ $TRMR $FUEL

Posted by AGORACOM-JC at 11:00 AM on Wednesday, July 18th, 2018
  • In a programmatic ecosystem, the rise of header-bidding and fraud control measures is unprecedented and attracts more eyeballs than any other ad tech solution
  • Programmatic Advertising is continuing to become the dominant force in digital

In a programmatic ecosystem, the rise of header-bidding and fraud control measures is unprecedented and attracts more eyeballs than any other ad tech solution. Owning your programmatic solutions offers incredible benefits. Last month, leading SSP for digital advertising, PubMatic, unveiled the PubMatic Cloud for Publishers and tech companies. This would enable PubMatic’s customers to achieve full transparency and achieve greater control over their programmatic monetization. Nishant Khatri, VP, Product Management, PubMatic discusses the company’s short and long-term product roadmap and few key takeaways from the recently published PubMatic Quarterly Mobile Index (QMI) Q1 2018.

Tell us about your role at PubMatic and the team and technology you handle.

I have been with PubMatic since 2015 and currently serve as VP of Product Management. I oversee the teams that focus on developing solutions for header bidding and wrappers, ad serving, quality (both ad and inventory quality), as well as mobile advertising.

What is the state of automation for Digital Advertising? What does your product roadmap for 2018-2020 look like?

Programmatic advertising is continuing to become the dominant force in digital advertising, with eMarketer estimating that four in five US digital display dollars will be spent on automated channels in 2017. Much of this growth is the result of brand ad budgets flowing to digital. The market shift has also resulted in the digital ad tech ecosystem moving towards a focus on transparency, quality, and publisher control. Additionally, we are seeing a move towards automation to further address these industry-wide concerns. In order to scale effectively, digital advertising will see a continued move towards automating critical processes to maintain compliance, improve analytics and more.

At PubMatic, we are continuing to address the changing market needs with products that help publishers and advertisers prepare for the automated and programmatic future. Our roadmap includes growth in existing technology, such as header bidding for more channels; investment in partnerships with MRC-accredited vendors to ensure ad and inventory quality; development of automated tools to improve our clients’ ease of use; and of course, innovating solutions for the future needs of digital advertising.

What are the key takeaways for advertisers from your recently published PubMatic Quarterly Mobile Index (QMI) Q1 2018?

Our most recent QMI shows that in-app and video monetization are the most important areas of opportunity for publishers and advertisers in the next 12-18 months, given that consumer interest and engagement is highest for those categories.

For in-app, our data showed quick growth in-app advertising last quarter. In reviewing PubMatic’s inventory, the US saw the largest growth with an increase of 90% YOY in Q1. The verticals that saw the most growth, up to triple-growth rates, were technology, news, and entertainment and leisure.

PubMatic expects video monetization to become more mobile-driven. Mobile video ad spend in Spain, Australia and the US, for instance, rose by double-digit rates in Q1 2018. However, given the growing number of mobile video viewers in markets like India, for example, we expect to see significant mobile video ad spend growth in more nascent markets soon.

How could marketing teams better utilize these findings to improve their customer conversions from mobile advertising?

The Q1 2018 QMI highlights the relevance mobile devices hold for marketers. In fact, mobile app impressions monetized through the PubMatic platform rose 84% YOY worldwide in Q1 2018, tripling the 28% YOY growth in mobile web volume.

Marketing teams should continue to focus on the mobile experience, particularly personalization, connectivity and protection of battery life when using the app. With the projected continued growth for mobile app use, a positive user experience will be vital to increased customer conversions.

Tell us about PubMatic Cloud?

PubMatic Cloud is a newly released customizable platform-as-a-service (PaaS) that provides publishers the benefits of a proprietary solution, out of the box. This platform was developed in response to the industry-wide trend we are seeing of publishers bringing programmatic technology in-house. In fact, AdWeek estimates 86% of brands plan to take some of their programmatic spend in-house in the coming months.

While this could result in more publisher control and auction transparency, it presents new risks of inefficient rev share models and taxing internal resources to maintain the technology. PubMatic Cloud offers publishers an alternative, quickly providing a fully-supported and DSP-integrated programmatic solution. It allows publishers full transparency, complete control of user experience and a more efficient infrastructure to improve monetization.

To what extent can digital advertising analytics further boost ad-driven sales?

Analytics is the backbone for marketing technology, especially when it comes to programmatic advertising. We believe analytics empower advertisers to make smarter decisions with real-time intelligence, visibility into campaign performance, and easy-to-use reporting that can improve return-on-ad spend (ROAS). PubMatic also makes detailed information available on the success of advertising tactics across ad formats, channels and screens. These real-time insights allow advertisers to optimize transactions and improve monetization.

How do you work with Data Science and AI/ML to improve your adtech platform?

We use data science and machine learning to develop complex algorithms to solve difficult non-linear problems. The focus is on real-time bidding related problems including recommendations for the best floor value for publishers, bid throttling, predicting traffic, and estimating unique users.

We use data science and machine learning techniques to look at large amounts of data to solve these problems. PubMatic collects the appropriate data, transforms it, researches algorithms, develops and studies prototypes and models, and then we produce solutions. There is always a trade-off to make between the research we do in developing algorithms and the production of the solutions. Finding this balance, and future-enabling our platform with these processes, allows us to provide quality experiences for our partners.

Thanks for chatting with us, Nishant.

Stay tuned for more insights on marketing technologies. To participate in our Tech Bytes program, email us at [email protected]


Good Life Networks Inc. $ announces acquisition of Impression X

Posted by AGORACOM-JC at 2:25 PM on Thursday, May 17th, 2018

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  • Entered into a binding letter of intent to acquire Impression X, Inc
    • a leading connected television advertising technology company
  • GLN to acquire the Purchased Shares for an aggregate purchase price of US$6,000,000.

VANCOUVER, May 17, 2018 – Good Life Networks Inc. (“GLN”, or the “Company”) (TSX-V: GOOD, FSE: 4G5), a Vancouver-based programmatic advertising technology company is pleased to announce that it has entered into a binding letter of intent (the “LOI“) to acquire all of the issued and outstanding shares (the “Purchased Shares“) of Impression X, Inc (“Impression X“), a leading connected television (“CTV“) advertising technology company. GLN will acquire the Purchased Shares for an aggregate purchase price of US$6,000,000.

Under the terms of the LOI, consideration for the Purchased Shares will consist of a combination of cash, common shares of the Company (subject to the approval of the TSX Venture Exchange) and performance earn-outs based on agreed upon milestones. Management of GLN is comfortable that it has the resources available and on hand to complete the acquisition of the Purchased Shares. Closing of the transaction is conditional upon the successful completion of standard due diligence.

Although, the LOI contemplates the parties acting in good faith to finalize and enter into a more formal definitive share purchase agreement (the “Definitive Agreement“), the LOI is expressly stated to be a binding agreement. The LOI will terminate if GLN has not completed due diligence satisfactory to GLN, acting reasonably, within sixty (60) calendar days from the execution of the LOI. The LOI was negotiated at arm’s length.

CTV is one of the fastest growing areas of advertising technology. In 2018, it is expected that over 60% of all premium video on demand will be delivered via a connected television reaching an expected 759.3 million connected television sets globally (Digital TV Research).

“CTV is a perfect strategic extension of our programmatic video exchange. Once integrated with the GLN platform, we can deliver hyper-targeted video advertising in a consumer friendly, brand secure, and non-invasive manner that enhances the connected television user experience for millions. We also believe that this acquisition should be immediately accretive to earnings,” said Jesse Dylan, CEO of GLN.

“We are delighted to bring our leading-edge CTV technology to a large AdTech platform like GLN, allowing us to maximize our growth. GLN is the perfect fit for us, by plugging into a large video exchange platform, we can bring better user experience and scale to our CTV clients,” added Matt Hopkins, CEO of Impression X.

The GLN Story
GLN harnesses the power of artificial intelligence to improve marketing return on investments for advertisers using its patent pending video advertising technology. According to IAB (Interactive Advertising Bureau) the total U.S. digital ad spend reached a record-setting $88 billion last year, representing a 21 percent uptick over the previous year at $72.5 billion. This marks the first time digital ad revenues have overtaken television (broadcast and cable combined). By 2020, MAGNA, the research arm of media buying firm IPG Mediabrands, expects digital ads to make up 50 percent of all ad spending. GLN recently closed a $9.2 million subscription financing prior to closing its qualifying transaction and trades on the TSX Venture Exchange under the stock symbol “GOOD” and The Frankfurt Stock Exchange under the stock symbol “4G5”.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.

Forward Looking Statements:
Forward-looking statements relate to future events or future performance and reflect the expectations or beliefs regarding future events of management of GLN. This information and these statements, referred to herein as “forward‐looking statements”, are not historical facts, are made as of the date of this news release and include without limitation, statements regarding discussions of future plans, estimates and forecasts and statements as to management’s expectations and intentions with respect to the Company’s acquisition of Impression X. These statements generally can be identified by use of forward-looking words such as “may”, “will”, “expect”, “estimate”, “anticipate”, “intends”, “believe” or “continue” or the negative thereof or similar variations. These forward‐looking statements involve numerous risks and uncertainties and actual results might differ materially from results suggested in any forward-looking statements. Important factors that may cause actual results to vary include without limitation, risks relating to the timing of the acquisition of Impression X, successful completion of the acquisition of the Purchased Shares, execution of the Definitive Agreement, the number of securities of GLN that may be issued in connection with the transaction; GLN realizing on the anticipated value of acquiring the Purchased Shares, GLN maintaining its projected growth, approval of the TSX Venture Exchange and general economic conditions or conditions in the financial markets. In making the forward‐looking statements in this news release, the Company has applied several material assumptions, including without limitation that the integration with Impression X’s technology will be successfully completed in the time expected by management and will generate the anticipated revenue and expand GLN’s global reach per management’s expectations. GLN does not assume any obligation to update the forward-looking statements, or to update the reasons why actual results could differ from those reflected in the forward looking-statements, unless and until required by applicable securities laws. Additional information identifying risks and uncertainties is contained in GLN’s filings with the Canadian securities regulators, which filings are available at

SOURCE Good Life Networks Inc.

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[email protected], Jesse Dylan, CEO, Suite 150 – 1090 Homer St., Vancouver V6B 2W9, C: 604-341-8300, E: [email protected] CNW Group 2018