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Time of India
2 days ago
- Business
- Time of India
11 years of innovation: PubMatic's 2025 Hackathon
Innovation lies at the heart of PubMatic's culture. For over a decade, the company's internal hackathon has been a springboard for bold experimentation, collaborative energy, and transformative ideas. This year marked the 11th edition of the PubMatic Hackathon, held on May 6–7, and it proved to be the company's biggest and most impactful yet. Cross-functional collaboration at unprecedented scale This year's hackathon saw enthusiastic participation from across the organisation - from Engineering and Product to Business Operations and Client Services. With 100 teams and over 420 participants, the event stood out for both its scale and the diversity of perspectives involved. A key driver of success was the cross-functional collaboration. Teams combined design, development, product strategy, and business operations to craft solutions that were not only technically sound but also practical, scalable, and ready for real-world deployment. Over an intensive 48 hours, teams ideated, built, and presented their prototypes to a panel of judges. The quality, polish, and creativity on display set a new benchmark, making the judging process more challenging than ever. Spotlight on three strategic themes This year's hackathon centred on three strategic areas shaping the future of the industry: 1. Generative AI: Transforming experiences The rising adoption of Generative AI (Gen-AI) was unmistakable. Over 56% of all projects harnessed Gen-AI technologies - a powerful indicator of how rapidly this capability is becoming central to innovation. To put the scale into perspective: in just seven days, teams transacted a staggering 331.3 million tokens, averaging 47 million tokens per day. From faster prototyping to more intelligent outputs, Gen-AI was a catalyst for accelerated innovation. Participants explored a wide range of tools and frameworks, including: Gen AI-powered IDEs that streamlined development workflows Models from OpenAI and Gemini, tailored for advanced reasoning Agentic frameworks for building fast, autonomous prototypes From intelligent recommendation engines and AI-driven analytics to automated support tools, many of the Gen-AI-enabled ideas were not just futuristic - they addressed real, immediate challenges. PubMatic continues to embed Gen-AI across its ecosystem to create smarter platforms, automate workflows, and enhance customer experiences. 2. Monetisation: Unlocking new value streams Several teams focused on revenue optimisation - exploring ways to unlock greater value for customers and partners. Whether it was through refined bidding strategies or yield optimisation models, the goal was clear: drive measurable business outcomes through technology. 3. Observability: Building trust and transparency High-performing systems require deep visibility. This year, teams focused on elevating system observability to ensure greater transparency, reliability, and performance. From proactive monitoring to advanced alerting and diagnostics, the projects reflected a strong engineering culture centered on operational excellence. Looking ahead The 2025 Hackathon was a reminder of what drives PubMatic forward year after year: the pursuit of innovation through collaboration. It's not just about building great technology - it's about nurturing a culture that celebrates curiosity, experimentation, and continuous improvement. As the ideas from this year's hackathon begin to take shape in real-world implementations, PubMatic looks forward to its role in shaping the future of digital advertising. Head to PubMatic's Careers Page to check out open roles in engineering and beyond.
Martechvibe
28-02-2025
- Business
- Martechvibe
Making Science Launches OptiPhi to Optimise Media Spend
Topics News Share Share Making Science Launches OptiPhi to Optimise Media Spend Whatsapp Linkedin Making Science, a technology and marketing company specialising in digital business acceleration, has launched its new technology solution, OptiPhi. This end-to-end platform allows advertisers to measure the impact of their campaigns and automatically manage their media spend to drive sales. The tool is based on a continuous measurement and optimisation approach that combines different methodologies to provide a holistic view of campaign performance. In addition, through Marketing Mix Modeling (MMM), OptiPhi analyses the impact of marketing strategies on sales, allowing advertisers to understand the return on investment (ROI) of each channel and optimize their budget more efficiently. Its artificial intelligence-based attribution system adjusts the distribution of media spend in real-time, identifying the optimal channel mix without compromising user privacy. The platform also incorporates experimentation capabilities, allowing new growth opportunities to be evaluated through controlled testing and actionable data to improve strategy. Beyond measurement, OptiPhi automatically activates these insights to optimise media spend. The platform adjusts budget allocation based on results and provides detailed incremental sales reports in real-time. With this automation, advertisers can make strategic, data-driven decisions more agilely and effectively. 'The increasing fragmentation of the advertising ecosystem and restrictions on data access due to privacy regulations have transformed the digital marketing landscape. In this context, OptiPhi was created in response to the need for advertisers to make strategic, data-driven decisions in an increasingly complex environment. This comprehensive platform goes beyond measurement and enables real-time optimization of media spend, ensuring efficiency and scalability,' said Brad Beiter, SVP Client Services & Delivery US at Making Science. With this launch, Making Science reinforces its commitment to innovation in marketing technology, providing tools that help brands maximise the impact of their strategies in a constantly evolving ecosystem.
