The state of rivalry between PubMatic and AdForm and which platform yields more revenue for publishers.
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If you’ve ever wondered which platform suits your needs better, you’ve come to the right place. Knowing the essential features offered by AdForm and PubMatic is the key to getting the right deals. And although the two giants have much in common, there are some underlying differences between the two you should know about.
One of the main differences between AdForm and PubMatic is that the former is an integrated system of SSP, DSP, DMP and adserving capabilities, while the latter serves only as an SSP. When choosing between the two, one should focus on the ease and flexibility of offering inventory to different DSPs.
Speaking about integration and how well the platforms work with DSPs, keep in mind that both Adform and PubMatic are integrated with many DSPs. But not with all of them. One of the key disadvantages of Adform is that it doesn’t work with AppNexus.
And this can be important in the case of certain markets where this particular DSP is popular among buyers.
Why does it matter so much? Well, AdForm’s own DSP solution is widely used by buyers in a few countries, e.g. Poland, Czechia, or Denmark. Some buyers consider buying inventory to be easier when made entirely through the platform. Easier than, for instance, buying it via AdForm from Google AdX.
In other words, the buyers may be willing to spend more if they can bid for inventory with AdForm tags.Simple as that.
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