PubMatic, an online ad optimization service and TechCrunch 40 company, has raised $7.5 million in Series C funding from Helion Venture Partners, Draper Fisher Jurvetson and Nexus Venture Partners. This round of investment brings PubMatic’s total funding to $18 million.
PubMatic’s ad server that sits between online publishers and online ad networks like Google AdSense, Yahoo Publisher Network and Value Click. Its service helps publishers manage and maximize their advertising inventory by communicating with multiple ad networks to help them find the optimal ad layout and the highest paying ad network. PubMatic also provide users with a central dashboard to track all their ad networks and ad configurations.
The company will use the funding accelerate the adoption of PubMatic’s recently launched set of new offerings, including: an impression-level ad auction with real-time bidding; global demand representation; audience analytics and monetization; enhanced brand control and data safety; guaranteed inventory yield management; and enterprise ad operations support.
Competitors to PubMatic include YieldBuild and the Rubicon Project. AdWhirl also does dynamic ad optimization, but only for iPhone developers.