KUALA LUMPUR, Sept 20 (Bernama) -- PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, has announced a series of major investments in OpenWrap, the company’s unified auction solution for publishers.
Recent enhancements to OpenWrap give publishers, including app developers, increased flexibility and improved performance with omnichannel and platform-specific enterprise-grade developer customisation.
“OpenWrap is first and foremost a performance solution built for publishers and app developers. We know every publisher’s business is different. We believe in open, flexible technology that enables total control and interoperability for every publisher, regardless of their inventory mix or monetisation strategy.
“Our recent enhancements build on this foundation, delivering higher performance, more nuanced capabilities and richer insights to ensure publishers maximise the value of their inventory and audiences,” said Director of OpenWrap at PubMatic, John Martin in a statement.
As a leading independent wrapper solution globally, OpenWrap gives publishers more control over their programmatic advertising business.
OpenWrap is built on the open-source Prebid codebase, which provides publishers greater control, transparency and innovation.
With new OpenWrap features, sellers can clearly examine and activate the levers that contribute to delivering incremental performance.
PubMatic has released a suite of enhanced capabilities to create value across web, CTV/OTT and mobile app. All publishers and developers leveraging OpenWrap will now gain yield improvements; upgraded management API; and, enhanced analytics.
Additionally, OpenWrap has released new capabilities that deliver platform-specific benefits including web publishers can now utilise more than 40 Prebid modules to leverage multiple, third-party-developed technology with efficient and unbiased integration.
-- BERNAMA
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