PubMatic, which provides more than 4,000 online publishers with real-time ad optimization, today announced AdFlex, the first entirely transparent campaign fulfillment service designed to provide ad networks with publisher inventory in a flexible way. Open to all ad networks, AdFlex allows on-demand fulfillment for both repeated and single campaigns from certified inventory provided by online publishers using PubMatic’s ad optimization platform.

The AdFlex fulfillment service is built for ad networks to instantly deliver inventory based on specific targeting requirements such as contextual, geographic, demographic, frequency, or user re-targeting. AdFlex is a transparent service that gives networks insight into the exact web site inventory they are purchasing to quickly and efficiently fulfill campaigns for advertisers. It does not require membership or investment, giving ad networks the flexibility to access highly targeted inventory in various amounts for both repeated and single use campaigns. Ad networks can access inventory in a matter of minutes.

”Getting instant access to the right web site inventory at the right time is critical to our success and our advertising clients’ success. In addition to our own network of publishers, we need instant access to flexible inventory that meets the needs of our advertisers,” said Ajay Sravanapudi, Founder, President, and CEO of Lucid Media. “PubMatic’s AdFlex service gives us the ability to quickly scale up and scale down ad campaigns on demand, without having to manage hundreds of new publisher relationships.”

AdFlex is integrated into PubMatic’s ad optimization platform, which is used by online publishers to automatically find the highest paying ads across hundreds of ad networks, and optimize how ads are displayed in real-time.

“PubMatic developed AdFlex to meet the growing demand from ad networks to secure large scale inventory from a very specific set of publishers based on the requirements of individual advertisers,” said Rajeev Goel, Co-Founder and President of PubMatic. “AdFlex is a natural extension of how we already serve ad networks, delivering certified, high-value inventory from the wide array of publishers we work with, resulting in increased revenue for both publishers and networks alike.”

Powered by Advertising Intelligence (AI), PubMatic uses over 50 targeting parameters to optimize every ad impression in real time, enabling over 90% of its publisher customers to dramatically improve overall revenue. The company works with a publisher’s existing ad strategy and connects them to hundreds of ad networks while making it simple to manage them through one consolidated revenue dashboard.