Pubmatic - TFAQs

These FAQs have been developed by IAB UK members from different parts of the industry to help buyers understand more about the companies operating in digital advertising and where value is being added.

Content correct as of May 2020

The questions fall under three different categories


What is your business model and how do you make money?
PubMatic is a digital technology company for premium content creators. Our platform empowers independent publishers and app developers to control and maximize their advertising businesses, by helping them sell their advertising more efficiently. We offer a variety of pricing models, based on what is most attractive to our clients. This can range from a traditional rev share to a 'platform as a service' approach.

Can you outline the full details of the agreement on a booking form / contract?
Our contracts lay out the full details of the partnership, the fees involved and expectations from both parties. All clients sign a contract before they can work with us.

Will you share who your trading partners are?
We are happy to share this with clients and prospective clients. Our website ( also highlights a number of clients we currently work with.



Do you own the inventory you sell?
No. This belongs to our publishers.

If you don’t own your own inventory then how do you access inventory and which platforms do you use?
Buyers gain access to the inventory via our platform.

Do you specify your media placements and positions?
This information is all supplied in the bid requests.

What insights do you provide back to advertisers?
Our Media Buying Console gives advertisers a wealth of real time data to allow them to gain campaign insights and make decisions to improve campaign performance.

Does the inventory you own or access include UGC content?
Yes, PubMatic allows sites with UGC content as long as the theme of the site meets PubMatic’s supply criteria.

What brand safety measures do you use?
PubMatic has a multi-faceted approach to brand safety. All sellers have to agree to the PubMatic Publisher Services Agreement highlighting what is required of each Publisher Property displaying advertisements via the PubMatic platform. We have a PubMatic a robust publisher on-boarding review process, using a third party, JICWEBS approved, Content Verification companies to perform domain scans. We have in internal Quality Team and use a combination of third-party vendors, internal tech and people to protect clients from ad quality violations and low-quality ads that harm the user experience. We will only serve advertising on reviewed and approved domains (white listed domains) and use a global domain black-list, which is updated internally with any domains identified in violation of PubMatic’s policies.

Which industry standards have you been certified against?
We have been accredited with the Trustworthy Accountability Group (TAG) “Certified Against Fraud” seal. We are a member of JICWEBS and certified for DTSG Brand Safety. We are signatories to the BVDW Programmatic Advertising Code of Conduct and a Director on the IAB Tech Lab, helping drive the growth and trust in digital media.

We implement diligent enforcement of ads.txt certified inventory whilst playing an active role in becoming certified in IAB Tech Lab initiatives such as app-ads.txt, sellers.json and the OpenRTB Supply Chain Object.

Do you have a policy in place for ad-misplacement?
We offer a fraud free programme. More details can be found here.

Are you happy to share your optimisation tactics?
As well as working with our customer service teams, clients can access a wealth of information/reports that can help inform their optimisation approach.



Under GDPR what legal basis are you providing your services under?
Consent and Legitimate Interest.

If consent is the mechanism then can you prove how you obtained it?
Yes. We require all publishers to collect and pass across consent from their CMP in order for targeting ads. Publishers maintain archived records of consent. Where there is no consent, only contextual ads can be served.

Are you using the IAB Framework?
Yes. We are on IAB Europe's global vendor list.

What other 3rd party data partners require consent for your business to deliver its service?
We do not work with any third party data partners that require consent.

What do you do with data you obtain from advertiser’s campaigns or data tags?
Aligned with the terms of our customer agreements, interaction data is owned by the publishers. PubMatic has been granted limited rights by our partners to use this data for the purpose of providing and optimising our services.

Are advertisers permitted to appoint their own 3rd party partners for verification and measurement?

Will you provide a link to your privacy and data policies?
Pubmatic's policies can be found here.

Will you share how you build audience, contextual and targeting segments?
ubMatic audience segments are based on log level data, including impression level and bid stream data. Our publishers are also able to build segments in a DMP and send them across so they can be targeted in PMP deals.


To find out which other companies have completed the FAQs, please visit our members directory here
Please note the answers given are self-declared and are not verified by IAB UK or independently audited, unlike under industry-owned programmes such as JICWEBS. To view the latest JICWEBS Certifications, visit

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