Aditya Bandi

The benchmarking tool gave our publishers anonymized data about similar companies in the industry to help them better plan their own ad strategy, which helped them cut costs while increasing their ad efficiency. This also helped PubMatic become the first priority for these publishers to sell ads during an auction.

As the product manager for this project, I was involved from the idea conception to the go-to-market plan, including market research, wireframing, user stories, training, and sales.

Vizury Central started out as just a reporting platform to track ad performance. But as a DSP, we decided to enable self-service to help advertisers manage and launch their own campaigns without having to go through the operations team. To enable this, we templatized the ad creatives, enabled budgeting and rate of spend, and included attributes to manage retargeting across partner websites.

The PubMatic SSP never had audiences similar to Facebook, which meant that we were losing ad spend from DSPs and advertisers who had better targeting through Facebook Audiences. To enable audience data at PubMatic, we first established data partnerships with Nielsen and Quantcast to match our cookie pool with their demographic and user interests data. We then integrated with DSPs and advertisers to enable targeting to their preferred audiences.