Exchange Brief: Pubmatic Positions Itself As SSP; Search And Display Convergence, SES London; Admob Mobile Display Report

» 2010 is definitely the year of the acronym: DSP, DST, DBO, RTB and now SSP. The supply-side platform is the latest buzz word in display advertising. Doubtless you’ll see it bounced around industry blogs and websites (like this one) as if it was the ultimate panacea for all the publishers’ ills. What does a SSP do then? The SSP is essentially a turbo-charged yield optimiser, which allows publishers to gain better insight into user data and manage yield across guaranteed and non-guaranteed inventory. Pubmatic appears to be the first - although Admeld and Rubicon would probably disagree - yield optimiser to position itself as a supply-side platform. The company’s press release outlines a number of key areas where its premier product will help publisher better monetise data and inventory, including impression-level ad auction and guaranteed inventory yield management. (Pubmatic)

» SES London has an interesting panel session tomorrow on the convergence between search and display. The crux of the debate will centre on whether making display more like search can deliver better campaign performance. The panel includes: Jeff Ferguson, SES Advisory Board & Senior Director, Online Marketing, Local.com; Jonathan Mendez, Founder & CEO, RAMP Digital; James Sandoval, Founder & Managing Director, Invizua Limited; Dax Hamman, Vice President of Display Media, iCrossing; and Sacha Berlik, Founder and CEO, mexad. (SES)

» In a conversation with Clickz this week, Admob's Tony Nethercutt reveals that the majority of international mobile display is still being driven by mobile content. That number is about half in the US market, pointing out that the remainder is being bought by brand advertisers. Nethercutt also believes that a new ad server could still emerge to challenge the dominance of Doubleclick DART and ATLAS in the mobile display space. (Clickz)