"Rajeev Goel, PubMatic's CEO and co-founder, demurred like a champ. He dismissed the "reseller" label as "noise" and pointed to PubMatic's recent collaboration with The Trade Desk on an API that helps publishers and advertisers share deal metadata between platforms in real time. "PubMatic is a platform for direct inventory monetization - reselling is not our business," Goel said. "We are a direct connection to publishers ... and I think it's pretty clear we provide value in ways that DSPs do not.""
"TTD, in particular, "has been very clear that they're not in the yield optimization business," Goel said, "and so a publisher needs to have a yield function in place in order to maximize their revenue, which is core to what we do." By the same token, PubMatic isn't sticking strictly to its traditional lane either. It's been striking more direct deals with midtier DSPs and buyers,"
PubMatic rejects the "reseller" label and positions itself as a direct inventory monetization platform with direct connections to publishers and distinct value beyond DSPs. The company emphasizes yield optimization as a core function, arguing publishers need a yield mechanism to maximize revenue while noting The Trade Desk is not focused on yield. PubMatic highlighted a collaboration with The Trade Desk on an API to share deal metadata in real time. The company has increased direct deals with midtier DSPs and buyers and expanded adoption of Activate, growing customer usage by 35% in nine months and quadrupling Activate campaigns year over year.
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