Summary:

PubMatic, the sell-side ad platform, has raised $7.5 million in a third round funding. The Palo Alto company has now raised $18 million sinc…

Pubmatic Ad Auction Machine

PubMatic, the sell-side ad platform, has raised $7.5 million in a third round funding. The Palo Alto company has now raised $18 million since launching three years ago. The latest round was led by existing investor Helion Venture Partners, with previous backers Draper Fisher Jurvetson and Nexus Venture Partners, also participating. The round is intended to support an expansion of PubMatic’s services — including an enhanced real-time auction system and audience analytics — as well as the addition of several major publishers, including IAC (NSDQ: IACI) and Classmates.com parent United Online (NSDQ: UNTD).

In addition to the auction and the analytics, the other specific offerings PubMatic is introducing include brand control, which Eric Klotz, PubMatic’s VP of marketing, said will block malware from publishers pages.

The company is “getting closer” to profitability, Klotz said. And though PubMatic doesn’t disclose the details of its finances, he told paidContent that revenues have grown 700 percent in the past year.

The proliferation of ad nets, ad exchanges and demand side platforms have made PubMatic and rivals like The Rubicon Project, which has also expanded its offerings lately, more in demand as publishers and agencies seek to manage an increasingly complex online landscape. “We call ourselves a sell-side platform and so we’re the other side of what DSPs do for advertisers,” Klotz said. “We optimize ad revenue for publishers, that’s pretty much the basic idea. With the sell-side platform, it

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By David Kaplan

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