Improve Digital have announced they are launching Pubmatic's Ad Price Prediction tool in Europe. PubMatic’s algorithm predicts ad pricing in real‐time on behalf of the publisher. More information about this new feature is contained in the press release below:

London, June 24, 2009

Improve Digital, the European ad network optimisation provider for premium publishers, today unveiled a key component to PubMatic’s real-time optimisation platform called Ad Price Prediction. Improve Digital is the company that exclusively brings the PubMatic platform to the European market. “Having the technology to predict ad pricing from ad networks and ad exchanges means that the publisher gets the most revenue possible for their ad space,” says Janneke Niessen, COO of Improve Digital.

This is a huge competitive advantage because it optimises every impression even more accurate, all the time. Ad Price Prediction will lifts publisher revenues even more in a climate of limited ad operations staff, pressure on prices, and low sell through rates. Especially now, this extra ad revenue generated by real-time prediction technology is welcome by the publishers.

“Similar to how Google has developed a technology algorithm to predict clicks, PubMatic’s algorithm predicts ad pricing in real‐time on behalf of the publisher,” said Rajeev Goel, co‐founder and CEO of PubMatic. The data used to predict pricing is delivered through an API and is also collected through machine learning.. Machine Learning is based on algorithms that improve automatically through experience. It includes data-mining that processes more than 100,000 data transactions per second. The longer machine learning is working, the more precise and accurate it becomes.

Online publishers can now more precisely optimise between ad networks and or exchanges with every single ad impression in real‐time. This has already enabled many premier publishers to lift revenue by up to an additional 30-200%.