Shiny Ads Joins PubMatic's Pool of Partners to Sling Premium Ads

By Michael Carney , written on August 1, 2012

From The News Desk

In the fight to move advertising dollars online, the last thing publishers can afford to do is leave available ad spending on the table. Unfortunately, a substantial percentage of available ad budgets are made up of small, often hyper-local buyers. There are so many of them that it doesn’t don’t make economic sense for publishers to sell to them individually.

Toronto-based Shiny Ads allows publishers to easily aggregate and monetize these fragmented buyers via its self-serve premium inventory platform. Advertisers arriving at a publisher’s white labeled Shiny Ads page simply upload their creative content or build it on the spot, then pay for and target the ad, all without using any publisher resources. For those who generate revenue online via advertising, unlocking this pool of potential buyers is a dream.

Today the company has announced a partnership with enterprise digital media platform PubMatic. PubMatic serves several of the largest online publishers including Hearst Corporation, MSNBC, Martha Stewart, and WebMD, by offering real-time bidding, various complementary technology solutions, brand protection tools, and partnership and monetization opportunities. PubMatic is essentially a marketplace of partnerships like the one announced today with Shiny Ads

“PubMatic continually looks for the best in third-party solutions for PubLink [its library of open APIs],” says PubMatic VP of business development Paulina Klimenko. “With the inclusion of Shiny Ads, publishers will now be able to dramatically increase the reach and yield of their premium ad sales. Shiny Ads simplifies the entire process, giving advertisers new opportunities to access a publisher’s premium inventory.”

Current Shiny Ads publisher partners include, CBS, Automobile Magazine, AdWeek, AskMen, and ZDNet among others.

According to Klimenko, today small advertisers spend approximately $1 billion per year on premium advertising, fragmented across countless individual $10,000 to $20,000 budgets. Based on market research she’s reviewed, Klimenko feels that this total spending can be increased three to fourfold through greater automation. The solution that Shiny Ads provides in display advertising is similar to what Google’s AdWords does for search.

“There have been a number of tries at self serve, but none have been very successful,” said Shiny Ads founder and CEO Roy Pereira. “Most have looked at it from the eyes of someone who’s already within the industry. Many of our buyers don’t know what CPM is. So we have to focus on offering simple solutions while still giving enough power that agencies and advanced advertisers can benefit.”

Although integration between the two platforms has already been completed, PubMatic publishers won’t receive access to the Shiny Ads platform until August 15th.

Two-year-old Shiny Ads has raised a total of $1.1. million from Maple Leaf Angels and York Angel Group. PubMatic, which is six years old, has raised a total of $63 million in venture financing across four rounds from investors including August Capital, Draper Fisher Jurvetson, Nexus Venture Partners, Helion Venture Partners, and Silicon Valley Bank.