Impact of DSP Platform Change and Traffic Optimization Efforts
In July, PubMatic experienced a notable drop in spend from a top DSP due to platform valuation changes, which stabilized in August.
The company is actively working to reimplement SPO settings on the affected DSP's new platform, a process expected to take several months.
Management emphasized that traffic shaping and optimization are ongoing efforts to align with the new valuation parameters of the DSP.
Despite the headwind, PubMatic is diversifying its DSP relationships, with spend outside the top 5 growing over 30% year-over-year in July.
The company believes that the platform change was driven by client shifts to different platforms, not by auction dynamics or bid acceptance issues.
PubMatic's approach involves iterative testing and traffic shaping to recover and optimize traffic to the impacted DSP, with a focus on long-term diversification.