Pubmatic CEO urges publishers to sell A and B content

Posted by: Stephen Baker on June 30

I had a talk last week with the Rajeev Goel, ceo of Pubmatic. It was a good talk about the future of advertising and the profiling of customers. Just today I happened upon this interview he did with Forbes in early May. I’m sorry to say that the Forbes reporter, Evan Hessel, asked better questions than I did.

I was focused on the analytics, but in the Forbes interview Goel talks about how publishers should create premium content for their own sites, and differentiate it from the commodity stuff they sell through ad networks.

For the standard ad units—your banners and buttons—publishers should sell all of those through the secondary channel of networks and exchange. These units should be separate from the premium experience. Publishers have to avoid letting ad buyers get the same product their sales team is selling through a second, much cheaper channel.

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