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      PubMatic, Inc. (PUBM) Stock Rising as Collaboration with IRIS.TV Continues to Develop - Stocks Telegraph

      By ST Staff

      Published on

      July 9, 2021

      6:50 AM UTC

      Last Updated on

      July 14, 2021

      7:08 AM UTC

      PubMatic, Inc. (PUBM) Stock Rising as Collaboration with IRIS.TV Continues to Develop - Stocks Telegraph

      PubMatic, Inc. (PUBM) stock prices were up by 4.02% as of the market closing on July 8th, 2021, bringing the price per share up to USD$34.91 at the end of the trading day. After-hours trading saw the stuck surge by 10.25%, bringing it up to USD$38.49.

      Third Party Cookies

      The company’s equity value surged in June after Google made an announcement in regard to third-party cookies, which are online identity trackers used in targeted advertising. Google announced it was getting rid of cookies and ad-tech stock across the board suffered. June 24th 2021, however, saw Google report that it would keep cookies through to 2023. This report grants ad-tech companies like PUBM more time to find an alternative to cookies.

      Circumventing Disaster

      While cookies are more important for demand-side platforms, such as brands or ad agencies, PUBM partners with content publishers as a sell-side ad-tech company. The third-party cookie situation is reported as a risk in the company’s filings with the Securities and Exchange Commission.

      Ahead of the Curve

      Nevertheless, the company pointed out that the majority of its revenue can already be generated with alternatives to third-party cookies in its more recent quarterly conference call, going as far as to suggest the alternatives may even be better than third party cookies. While cookies are anonymous identifies, the company is keen to use alternative identifiers that provide greater addressability, facilitating an environment to drive better utilization of its infrastructure.

      Partnership with IRIS.TV

      June 29th 2021, announced its global partnership with IRIS.TV, aimed to facilitate buyers’ accessibility to contextually targeted connected TV and video inventory in efficient, biddable environments. This move provides media buyers with access to leading video data targeting tools enabled by IRIS.TV, which will assist targeted advertising across PUBM’s brand-safe cross-screen programmatic inventory.

      Scope of Collaboration

      Digital video and CTV ad spending has steadily increased, establishing the necessity of brand safety and verification tools to protect brand equity and combat ad fraud. Brands are able to better plan, activate, and measure CTV and video advertising campaigns with data-driven, video-level targeting, this ensuring brand safety is not compromised. Furthermore, post-campaign verification ensures maximum possible returns on investment, while providing insights that help prevent ad fraud.

      Future Outlook for PUBM

      Already poised to circumvent the fallout from the retiring of third party cookies by Google, PUBM is keen to continue extrapolating its trajectory of growth with its expansive partnership with IRIS.TV. Investors are hopeful that the combined resources from the partnership will result in promising returns on shareholders’ investments over the long term.

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