PubMatic

PubMatic CEO: Long live print media!

November 4, 2009: 6:00 AM ET

Rajeev Goel, CEO of upstart PubMatic, thinks his company can help print publishers recapture advertising revenue from their glory days.

Print media is dead! Yawn.

RajeevGoel

Goel says he can boost media companies' online ad revenue. Photo: PubMatic

You'd think media analysts and bloggers would find another catchphrase. This executioner's call is as tired as Jon and Kate's tabloid tussles.

So when Rajeev Goel, co-founder and CEO of PubMatic, told me that not only would print publications survive, but he knew how they could, he definitely got my attention.

PubMatic offers what it calls "real-time ad price prediction technology." In other words it lets publishers of premium content (read: traditional magazine and newspaper companies) decide in real time which ad networks on which to sell unused advertising inventory.

Others, including Google's (GOOG) DoubleClick and the Rubicon Project, make similar promises. But Goel touts that PubMatic is the only advertising optimization company completely devoted to publishers, pushing his close competitors into a separate category. Not to mention he's doing this all in real-time.

Still not convinced? I wasn't either. But Goel says his two-year-old company has already been able to increase publishers' advertising revenue from 30% to 70%. (In one case, PubMatic was able to catapult revenue by 300%.) He only charges a 15% commission fee.

We sat down with Goel to see how he thinks PubMatic can help the ailing print industry.

Fortune: What trends and mistakes do you think publishers are making in choosing ad networks? More

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